This Quebec grocery chain beat IGA, Metro & Provigo in a new in-store experience ranking
Grocery shopping in Quebec can be a very different experience depending on where you go — some stores make it easy and enjoyable, while others leave you frustrated before you even hit the checkout. Now, a major new study has revealed which grocery chains are actually getting it right.
The 2025 WOW Study by Leger surveyed over 16,000 Quebecers and had each retailer evaluated by around 400 recent visitors. Shoppers rated their in-store experiences based on everything from product quality and pricing to staff service, cleanliness, and layout.
But when it came to crowning a champ, one Quebec-based chain came out way ahead of the rest — and no, it wasn't IGA, Metro, or Provigo.
The top-rated grocery store in Quebec is... Avril Supermarché
The Quebec-based chain Avril came out on top in the province's grocery sector, scoring an impressive 79.5 out of 100 on Leger's WOW Index — a ranking system based on 16 customer experience factors, including staff attentiveness and store ambiance.
Trailing well behind were big names like:
- Metro / Metro Plus – 70.4
- IGA / IGA Extra – 70.3
- Supermarché PA – 70.0
- Rachelle-Béry – 68.1
- Adonis – 66.3
- Provigo / Provigo Le Marché – 64.1
- Maxi / Maxi & Cie – 62.0
- Super C – 62.4
Rounding out the bottom of the grocery rankings in Quebec were Intermarché, Bonanza, and Fruiterie Sami Fruits, with scores dipping into the mid-50s and low 50s.
What is Avril?
Avril Supermarché Santé is a Quebec-owned natural food market that blends the vibe of a health food boutique with the selection of a full-service grocery store. It's known for its minimalist layout, organic products, and specialty health and wellness items — think kombucha on tap, a natural cosmetics section, and in-store bistros serving plant-based meals.
The chain was founded in Granby in 1995 and now operates over a dozen locations across Quebec, including in Brossard, Laval, Lévis, Longueuil, Mascouche, and Quebec City. You won't find one on every corner, but if you spot one, expect a very different grocery experience from your typical big-box setup.
You can explore the entire Leger study here.
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