Every UK supermarket customer base, barring Waitrose, is made up of a majority of Labour supporters, new research revealed.
Tesco, Sainsbury’s, Morrisons, Lidl and Aldi all saw the majority of their customers swing to Labour from Conservatives since 2019, insights from GlobalData revealed.
Ocado achieved the highest concentration of Labour customers, with 45.2% of shoppers aligning with Starmer’s party, while Lidl and Iceland followed in close second with 45.1% and 45%, respectively.
Waitrose was the only supermarket to have a Conservative majority, albeit only marginally, with 29.6% of shoppers voting Tory, while 28.4% favoured Labour.
Back in the 2019 election, Labour was only favoured by shoppers at Asda, Co-op and Iceland.
Reform UK has also become more popular with customers, with 11.9% of British supermarket customers choosing the party, pushing Liberal Democrats into fourth place.
Co-op shoppers were the biggest fans of Richard Tice’s party, with 23.2% of customers favouring the new political group, outperforming the Conservative’s 22.7% share.
Zoe Mills at GlobalData said: “If supermarkets were seats, Labour would be on course for a landslide victory.
“Conservatives are doing comparatively better at M&S and the Co-op, the only supermarkets where they do not trail Labour by double-digit percentage points, and which they might have held were it not for the emergence of Reform UK.”