Since December 2010, Coles (87.5%) continues to lead Woolworths (85%) in customer satisfaction, however Aldi remains the clear market leader (91.2%). Coles also remains narrowly ahead of IGA according to the latest Roy Morgan Supermarket Satisfaction Report.
Supermarket Customer Satisfaction
Roy Morgan Single Source (Australia): Jan 2006 - June 2011. Sample: Main grocery buyer. In the 6 Months to June’11 n=7,151.*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:
“Aldi continue to lead in supermarket customer satisfaction despite a decrease of four percentage points over the last five months. Aldi’s satisfaction remained highest for categories such as Dairy, General Merchandise and Packaged Groceries, compared to the other big three supermarkets. However, satisfaction levels for Dairy and General Merchandise categories have dropped by three and two percentage points respectively.
“IGA and Aldi have been experiencing a decline in the last 6 months, however, IGA have shown a marginal increase in the last month.
“Gradual increases in customer satisfaction at Coles since 2008 have now placed them ahead of Woolworths. Coles holds higher levels of satisfaction than Woolworths for the categories Seafood, Meat, Bread and Packaged Groceries.”
The Roy Morgan Supermarket Customer Satisfaction Report includes satisfaction with each of the supermarket department, fresh vegetables, fresh fruit, meat, delicatessen, seafood, packaged goods and general merchandise.
Detailed Roy Morgan Supermarket Customer Profiles are available for each supermarket and provide a broad understanding of the target group in terms of demographics, attitudes, activities and media usage.
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.
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