Wednesday, September 18th, 2013 - Roy Morgan Research
Like a Mini Cooper at the 1966 Bathurst 500, Supercheap Auto leaves its competition in the dust when it comes to the car accessories market. The latest results from Roy Morgan Research show a clear lead for the retailer.

Like a Mini Cooper at the 1966 Bathurst 500, Supercheap Auto leaves its competition in the dust when it comes to the car accessories market. The latest results from Roy Morgan Research show a clear lead for the retailer, with nearly half of all Aussies in the market for car care parts and products choosing to shop at Supercheap Auto.

Supercheap Auto’s popularity among Australians who’ve purchased car accessories and/or car care products in an average four-week period has been unchallenged over the last five years, despite a decline from 51.6% in June 2009 to 48.1% in June 2013.

Repco, meanwhile, is the category’s most improved performer, growing in popularity by 4.6 percentage points in the last five years. Their 2012 announcement that they were investing $50 million in ‘More Parts for More Cars’ clearly had a positive impact on sales, and it will be interesting to see if they can maintain this recent momentum.

Source:Roy Morgan Single Source (Australia), Jul 2008 – Jun 2013, average yearly sample = 1,039

Geoffrey Smith, General Manager – Consumer Products, Roy Morgan Research, says:

“Supercheap Auto’s popularity among buyers of car parts and accessories clearly eclipses the competition. However, Repco’s announcement that they were investing millions in offering more parts for more cars has had a significant impact on their retail performance already, and could pose a threat to Supercheap Auto’s dominance of the market in future.

“With almost 400 stores, Repco’s share of customers per store is much lower than either Supercheap Auto (around 280 stores) or Autobarn (around 100 stores), so it does have some ground to make up in that respect.

“With Repco in the process of increasing its range to match (and possibly exceed) the vast variety seen in Supercheap Auto, understanding the profiles of consumers shopping at each retailer has never been more important in this competitive market.”

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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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Keywords

Supercheap Auto car accessories Repco

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