Wednesday, March 26th, 2014 - Roy Morgan Research

It’s a rare consumer who doesn’t like getting bang for their buck. Why pay top dollar for something when you can pay less for it elsewhere? Good old-fashioned value for money never goes out of style, and alcohol is no exception. True, ALDI may not be the biggest alcohol retailer in Australia, but its customers are more likely than those of other liquor outlets to believe it offers the best value.

Almost three quarters of people who usually buy their booze from ALDI agreed that ALDI ‘has the best value’, a slightly higher proportion than those who usually shop at Dan Murphy’s (72%) and well ahead of First Choice Liquor (63%) in third place.

The gap between these top three ‘best-value’ retailers and their closest rivals is striking. In fourth place, IGA Liquor is considered to have ‘best value’ by 27% of its customers; while just 25% of people who usually buy their liquor at BWS associate them with best value.

Meanwhile, an even lower proportion of Woolworths Liquor and Coles-owned Liquorland customers felt these retailers were best for value.

Which liquor store ‘has the best value’?

bottle-shops-chart

Source: Roy Morgan Single Source (Australia), January 2013 – December 2013, n=8,460.  Base: Australians 18+ who specified the store from which they usually purchase alcohol

Warren Reid - Group Account Director, Roy Morgan Research, says:

“Large-format liquor stores Dan Murphy’s and First Choice are both extremely competitive on price, with large advertising budgets, particularly for print media and catalogues promoting bulk discounted alcohol. Despite also investing heavily in catalogues, Liquorland and Woolworths Liquor stores don’t discount to the same extent, and consequently, their customers don’t associate them as closely with value for money. Generally located next to their respective supermarkets, Liquorland and Woolworths Liquor are all about convenience.

 

“ALDI’s association with value is not new, with customers who mainly shop there consistently ranking it as better value than customers of other supermarkets. Unlike most major supermarkets, which are adjacent to a related bottle shop, ALDI’s alcohol range is in the supermarket itself, making booze-shopping even quicker and easier for its customers.

 

“With most liquor retailers (including ALDI) now selling online, it will be interesting to monitor any changes in customer attitudes, and whether ALDI’s relatively recent online presence affects its reputation as ‘best value’. What is already certain, though, is that both Coles and Woolworths are facing some fierce competition from ALDI.”

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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.
Samantha Wilson
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Keywords

liquor, alcohol, bottle shops, ALDI, Coles, Dan Murphy's, First Choice Liquor

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