Thursday, April 25th, 2013 - Roy Morgan Research

In November last year, both Coles and Woolworths came within 1% point of the German juggernaut, making it the closest race in five years. But the latest results from the Roy Morgan Supermarket Satisfaction report show Aldi edging back toward the nine-out-of-ten mark, with 89.7% of its customers agreeing they were satisfied with the supermarket overall.

The proportion of Aldi satisfied customers is once again comfortably higher than the other three major supermarket chains—but all are still within striking distance of the discount titan.

In November last year, both Coles and Woolworths came within 1% point of the German juggernaut, making it the closest race in five years.

But the latest results from the Roy Morgan Supermarket Satisfaction report show Aldi edging back toward the nine-out-of-ten mark, with 89.7% of its customers agreeing they were satisfied with the supermarket overall.

The only major supermarket to improve in 2012, Woolworths maintained silver in the satisfaction ranking (87.4%), followed by Coles (86.2%) and IGA (83.7%).

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

“What an interesting year 2012 was for supermarket satisfaction, with long-time leader Aldi almost toppled from the top of the podium.

“Late 2012 also saw Woolworths edge ahead of Coles for the first time since 2010, reaching a five-year high in their satisfaction result.

“Meanwhile satisfaction with Coles is continuing to trend downward from its peak just shy of 90% a year ago.

“The Supermarket Satisfaction report also looks at how satisfied ‘bigger-basket’ grocery buyers are: among customers with an average weekly spend above $200, Woolworths is ahead of Aldi and more than three percentage points in front of Coles.

“Satisfaction is naturally a crucial battleground in the supermarket wars. Dissatisfied customers are unlikely to continue to shop at a particular supermarket if they have an alternative, and even worse are likely to ‘spread the word’ about their dissatisfaction. Therefore monitoring satisfaction levels is paramount to understanding where loyalties lie and how customers of different ages, basket sizes or neighbourhoods rate their supermarket of choice.”

---

Source: Roy Morgan Single Source (Australia), Grocery buyers 14+ Sep 2009 – Feb 1; Average 6 month sample n = 6,701. Base: Australian supermarket customers aged 14+

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

Aldi , 2012 plunge

Categories

Sharing

More Formats