Just over half of Coles and Woolworths customers say their supermarket stocks the brands they want and these numbers have been in decline since their 2011 peaks, the latest research from Roy Morgan shows.
56% of Woolworths shoppers say the supermarket carries the brands they want, 7% points below the store’s peak in October 2011. Coles has fallen even further over the period, now down 9% points since June 2011.
Less than half of IGA’s customers (48%) now say the chain stocks the brands they want, considerably ahead of those shopping at ALDI (29%).
Geoffrey Smith, General Manager – Consumer Products, Roy Morgan Research, says:
“Over the last few years, an increasing number of well-known brands have been replaced on supermarket shelves with store’s own home brands—and it appears shoppers are noticing the absence of the brands they want in Coles, Woolworths and IGA. With packaging and quality of in-house products now increasingly on par with traditional brands, the line between retailer and marketer is blurring.
“ALDI stores carry products that are mostly home brands with a sprinkling of market leading brands in selected categories. Their shoppers have always been more likely to seek out their favourite brands in addition to their ALDI purchases. The surprise is that Coles, Woolworths and IGA stores, with their much larger product range, are not perceived by more of their customers as having the brands they want.
“As retailers and marketers continue to review and justify each brand’s shelf space, the need to understand customer preferences and potential opportunities has never been greater.”
Source: Roy Morgan Single Source (Australia), Main shoppers at each supermarket April 2008 to March 2013. Average six month sample sizes: Coles n = 2005, Woolworths n = 2753, IGA n=657, ALDI n=545
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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