The Rise of Supermarket Substitutions: A Mixed Bag for Online Shoppers
Online grocery shopping has become a cornerstone of modern life, offering convenience and efficiency for millions. However, a recent survey by Which? has shed light on a growing issue that’s leaving some shoppers frustrated: supermarket substitutions. When items are out of stock, supermarkets often replace them with alternatives, but these substitutions can sometimes be baffling, inconvenient, or even inappropriate. The survey, which polled over 1,000 online grocery shoppers, revealed that nearly three in ten (29%) reported having an item substituted in their last order. While some substitutions are minor and harmless, others have left customers scratching their heads—or worse, disrupting their meal plans or dietary preferences.
The Worst Offenders: Bizarre Substitutions That Missed the Mark
Among the most eyebrow-raising examples reported to Which? were cases where substitutions were not just inconvenient but downright bizarre. For instance, one shopper was sent bananas instead of pizza, while another received a roasting tin instead of roast potatoes. In one particularly puzzling incident, a customer was given micellar water (a facial cleanser) instead of drinking water. These examples highlight how sometimes substitutions can be laughably off-target. Other notable mentions include a shopper who received beef dog treats instead of beef steaks and another who got leeks instead of flowers. Perhaps the most perplexing substitution, however, was when a Morrison’s customer found sanitary towels in place of sandwich wraps, or another who received fish steaks instead of lemon cupcakes. These cases leave one wondering how such mismatches happen in the first place.
How Retailers Stack Up: Substitution Rates and Customer Satisfaction
The survey also revealed significant differences in substitution rates and customer satisfaction across retailers. Asda emerged as the supermarket with the highest substitution rate, with 47% of its customers reporting that they had received a replacement item in their last order. Unfortunately, Asda also fared poorly in terms of the quality of substitutions, earning a lowly two out of five stars from shoppers. Sainsbury’s performed slightly better, with 32% of customers reporting substitutions, but it managed to score three out of five stars, suggesting that its substitutions were generally better received. Morrison’s, meanwhile, saw 30% of customers receiving substitutions and also received two stars for substitution quality. Among the most inappropriate substitutions reported by Morrison’s customers were sanitary towels instead of sandwich wraps and fish steaks instead of lemon cupcakes.
On the other end of the spectrum, Waitrose and Ocado were the top performers, with substitution rates of 21% and 19%, respectively. Their customers were significantly less likely to encounter substitutions, and when they did, the alternatives were generally more acceptable. This suggests that these retailers are either better at managing their inventories or more careful in their substitution choices.
When Substitutions Go Wrong: Customers Share Their Frustrations
While some shoppers found humor in the absurdity of certain substitutions, others were less amused—particularly those with dietary restrictions. The survey revealed that many customers were deeply frustrated when substitutions failed to account for their specific needs. For instance, one vegan customer was sent a chicken product despite explicitly requesting vegan alternatives. Another shopper received cheese instead of lactose-free cheese, and yet another was sent a gluten-containing item when they had specifically requested a gluten-free option. These experiences highlight a critical flaw in the substitution process: when substitutions ignore dietary restrictions, they can render the items unusable for the customer. This not only causes inconvenience but also erodes trust in the service.
Other customers reported being sent entirely unrelated items. For example, an Amazon Fresh shopper who ordered a Terry’s chocolate orange was sent orange-flavored vitamins instead, while another customer who ordered ham received cat food. These cases underscore how substitutions can sometimes feel like a gamble, with unpredictable outcomes that range from amusing to exasperating.
What Can You Do if You Receive the Wrong Item?
If you find yourself on the receiving end of a substitution that misses the mark, there are steps you can take. According to Reena Sewraz, Which? money and retail editor, customers have the right to reject an item on arrival. Many retailers also offer the option to opt out of substitutions altogether, although this could mean missing out on key ingredients for your meals. If a substitution is unsatisfactory, it’s worth reaching out to customer service to request a refund or a more suitable replacement. Sewraz noted that while some substitutions can be welcome, others are "well wide of the mark," emphasizing the need for shoppers to be vigilant and proactive when reviewing their orders.
Retailers Respond: The Promise of Improvement
Retailers have responded to these findings with a mix of apologies and assurances of improvement. An Asda spokesperson stated that the majority of substitutions are accepted by customers and that the company doesn’t charge extra for substituted items—even if they’re of higher value. When the substitute is of lower value, Asda refunds the difference, which is a fair policy for maintaining customer trust. Sainsbury’s also addressed the issue, emphasizing that its employees are trained to choose substitutes that are as close as possible to the original item. While the retailer acknowledged that things don’t always go as planned, it pointed to improved customer satisfaction scores as evidence that its substitution practices are getting better.
The issue of substitutions serves as a reminder of the complexities of online grocery shopping. While the convenience is undeniable, there’s still room for improvement in ensuring that substitutions are thoughtful, relevant, and respectful of customers’ needs—especially when it comes to dietary preferences. For now, shoppers would do well to remain vigilant, know their rights, and not hesitate to speak up when things go wrong. After all, no one wants to open their grocery delivery to find micellar water where their drinking water should be.
