ParrotPalParrotPal Data · short read
Tesco is the most-logged supermarket in UK food diaries
Key findings
Tesco is the most-logged supermarket in UK food diaries: 31.9% of UK ParrotPal members logged at least one Tesco own-label item between February and September 2026, ahead of Aldi (22.4%), M&S (22.0%) and Sainsbury’s (20.9%). Tesco items were also 27.8% of every supermarket own-label item logged. Source: ParrotPal anonymised food diaries, more than 8,500 UK members.
Ranked by people, not entries, Tesco’s own label is in more UK food diaries than any other supermarket’s. Aldi and M&S are almost level on reach (22.4% and 22.0%), but Aldi is logged far more often: 20.7% of all supermarket own-label items logged, against 11.9% for M&S.
31.9%of UK members logged a Tesco own-label item
Most-logged supermarkets (own label)
Share of UK members who logged itReach and repeat logging tell different stories. Members who logged Aldi own label logged 13.0 Aldi items each on average, against 7.6 for M&S. Lidl shows the same pattern next to Asda: it reached fewer members (14.2% against 16.6%) but made up a bigger share of the items (8.6% against 8.1%).
Tesco led in every month from February to September, between 23.3% of that month’s members in August and 25.6% in March, and Aldi was second every month.
Almost half of UK members (49.5%) logged at least one supermarket own-label item. Most of them logged more than one supermarket: 37.8% logged own label from four or more, and 28.8% from only one.
Own label is matched on the brand members logged: the store’s own name or its own brands, such as Brooklea at Aldi or Finest at Tesco. Branded products bought in a supermarket aren’t counted, so this is a league of own label in food diaries, not market share or sales.
What Britain logs covers February to August, when Tesco reached 31.3% and Aldi 22.0%; this page adds September, in the same order. For protein in each store’s own label, see Supermarket Protein Wars.
What this means
Tesco leads on both reach and volume. Below it, a store’s reach and how often it’s logged come apart: Aldi own label is logged again and again by the members who log it (13.0 items each), while Co-op and Waitrose own label turns up more occasionally (4.3 and 3.8).
The figures
| Store | Members | Items | Each |
|---|---|---|---|
| Tesco | 31.9% | 27.8% | 12.3 |
| Aldi | 22.4% | 20.7% | 13.0 |
| M&S | 22.0% | 11.9% | 7.6 |
| Sainsbury’s | 20.9% | 11.5% | 7.7 |
| Asda | 16.6% | 8.1% | 6.9 |
| Lidl | 14.2% | 8.6% | 8.6 |
| Morrisons | 11.9% | 4.4% | 5.3 |
| Co-op | 11.6% | 3.6% | 4.3 |
| Waitrose | 9.0% | 2.4% | 3.8 |
| Iceland | 3.8% | 1.0% | 3.9 |
| Supermarkets logged | Share of own-label loggers |
|---|---|
| 1 store | 28.8% |
| 2 stores | 18.7% |
| 3 stores | 14.7% |
| 4+ stores | 37.8% |
Method in brief. UK ParrotPal members’ anonymised food diaries, 1 February to 30 September 2026 (members whose app is set to UK time; internal accounts and deleted entries left out). Reach is the share of members who logged any food who logged at least one own-label item from the store, so it counts people, not entries. Item share is each store’s share of all supermarket own-label items logged; items per member is the average logged by members who logged that store.
Aggregates only: every group shown has 50 or more members and no share rests on fewer than 10. Patterns in what members logged, not causes. who’s counted · the 50/10 rule · logged isn’t eaten · own label.
Full report: What Britain logs.
Questions people ask
What is the most popular supermarket in the UK?
In ParrotPal food diaries, Tesco: 31.9% of UK members logged a Tesco own-label item between February and September 2026, ahead of Aldi (22.4%) and M&S (22.0%). It counts own label logged by app members, not sales or market share.
Is Aldi or M&S more popular?
Almost level on reach (22.4% against 22.0%), but Aldi own label made up 20.7% of supermarket items logged, against 11.9% for M&S.
Is this supermarket market share?
No. It counts members who logged a supermarket’s own-label food at least once. Branded products bought there, and anything members didn’t log, aren’t included.
Why do these figures differ slightly from What Britain logs?
What Britain logs covers February to August 2026; this page adds September. Same members, same matching, and the same order of stores.
Cite this
Free to use with credit and a link to the source page. The figures and chart are licensed CC BY 4.0.
Credit line
Source: ParrotPal food diary data, parrotpal.com/data/most-popular-supermarket-uk/
Citation
ParrotPal (2026). Tesco is the most-logged supermarket in UK food diaries. ParrotPal Data. https://parrotpal.com/data/most-popular-supermarket-uk/. Licensed CC BY 4.0.
Embed the chart (an image with the credit link)
<figure><img src="https://parrotpal.com/data/most-popular-supermarket-uk/chart.svg" alt="Most-logged supermarkets (own label): chart by ParrotPal" width="760" style="max-width:100%;height:auto" /><figcaption>Source: <a href="https://parrotpal.com/data/most-popular-supermarket-uk/">ParrotPal food diary data</a> (CC BY 4.0)</figcaption></figure>
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