The Supermarket and Fresh Food Currency Report tracks not only numbers of customers and which supermarket they shop at, but also the total dollar spend in each supermarket, also expressed as a percentage of total market spend dollars.
A feature of the report is the historical context - trends reaching back to 2003, which show some dramatic increases in areas such as ‘cross visitation’ – that is the number of shoppers who shop at more than one supermarket.
The report also shows how the different ‘fresh’ categories have played out for almost a decade. For example, in the fresh bread category we see major supermarkets leading bread shops such as Bakers Delight and Brumby’s Bakery. In fresh meat we see butchers still leading the way, but only by a small margin. The fruit and vegetable category is a mixed affair; while fruit and vegetable shops are competing strongly with major supermarkets, the question remains for how long. And the trended data on the fresh delicatessen market shows the dominance of Coles and Woolworths.
For more information or for individual sections of Roy Morgan’s Supermarket and Fresh Food Currency Report, click here. These specific reports are based on various sectors of the supermarket and fresh food industry, including fresh bread, fresh deli, fresh fruit and veg and fresh meat.
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.