Labour is more than 20ppts ahead at grocers with a value focus. Credit: Marciobnws via Shutterstock.

Leading data and analytics company GlobalData has surveyed UK consumers on their voting intentions for the upcoming 2024 UK General Election, based on which retailer they mainly use for grocery shopping.

Labour voters are in the majority across all major supermarkets, with Tesco, Sainsbury’s, Morrisons, Lidl, and Aldi shoppers swinging from Conservative to Labour since 2019.

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Waitrose shoppers stand as the last bastion for the Conservatives, but the margin has narrowed significantly – even there, Labour is just 1.2 percentage points (ppts) behind.

Labour is more than 20ppts ahead at grocers with a value focus (ASDA, Iceland, Lidl and Aldi).

Meanwhile, Reform UK, formerly known as the Brexit Party, has pushed the Liberal Democrats into fourth position in all supermarkets except Sainsbury’s.

The Green Party is still in fifth place across most locations but has made some progress, especially in the larger supermarkets.

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In GlobalData’s previous survey for the 2019 General Election, the Conservatives held sway in all supermarkets except ASDA and Co-op, having enticed Morrisons shoppers to vote blue and holding onto both Aldi and Lidl.

GlobalData lead retail analyst Zoe Mills commented: “While supermarket owners are generally not shy of sharing their political allegiances, especially in the run-up to elections, they should be mindful of the political make-up of their customers, lest they alienate significant numbers of them.”

At Labour’s most recent party conference in October 2023, the party outlined its proposals on key areas affecting the UK retail industry.