Friday, July 29th, 2011 - Roy Morgan Research
Consistent customer satisfaction results at Coles, along with lower satisfaction from Aldi, IGA and Woolworths customers, have placed Coles in a stronger position in overall customer satisfaction according to the April release of the Roy Morgan supermarket satisfaction report.

The April supermarket satisfaction report reveals satisfaction levels for IGA were down by two percentage points since March, whilst satisfaction at Aldi dropped for a third month in a row by a full percentage point. Woolworths faired better but still dropped by half a point, whilst Coles remained unchanged.

Among Aldi customers, 92.5% were satisfied, followed by IGA (87.5%), Coles (87.5%) and then Woolworths (85.5%) for the 6 month’s average to April 2011.

Supermarket Customer Satisfaction

Purchase the Roy Morgan Supermarket Satisfaction Report
Roy Morgan Single Source (Australia): Dec 2005 - Apr 2011. Sample: Main grocery buyer. In the 6 Months to April’11 n=6,978.*Supermarket Customers refers to those Main Grocery Buyers who nominated that supermarket as the one where they do their main grocery shopping. From July ’09 IGA includes only IGA supermarket customers, whereas it previously included IGA, Festival and IGA Express.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“With ailing satisfaction at three of the four supermarkets, satisfaction levels maintained by Coles from the start of 2011 are becoming increasingly more important each month as satisfaction levels of the other three major supermarkets drop.

“Coles are relatively stronger in their positioning and now on par with IGA who appear to have hit a speed bump according to the April results, dropping by a couple of percentage points overall. Despite this, IGA still have the highest levels of satisfaction in four out of nine departmental categories, whilst Coles do not lead satisfaction in any department.

“Even though Aldi have dropped again this month, they are still a full five percentage points ahead of nearest rival IGA and also manage to hold onto top position in four out of the five remaining satisfaction categories, which includes bread, dairy, packaged groceries and general merchandise, Woolworths pulling back ahead of Coles in the last fresh category, seafood.”

Purchase the Roy Morgan Supermarket Satisfaction Report including satisfaction with each of the supermarket department, fresh vegetables, fresh fruit, meat, delicatessen, seafood, packaged goods and general merchandise.

Purcahse detailed Roy Morgan Supermarket Customer Profiles are also available for each supermarket and provide a broad understanding of the target group in terms of demographics, attitudes, activities and media usage.

For more details contact:

[email protected]

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company.

Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.

Vaishali Nagaratnam
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Coles Satisfaction, IGA, Aldi, Woolworths, supermarket customer satisfaction



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