Although nearly half (47%) of Australia’s 14 million main grocery buyers say they’ll go out of their way for a bargain, 70% stick to their favourite brands for most things they buy and just 38% buy more stores’ products than well-known brands, the latest findings from Roy Morgan Research show. But customers of one particular supermarket buck this trend dramatically…
That supermarket is ALDI, and no less than 63% of grocery-buyers who usually shop there say they buy more stores products than well-known brands. ALDI customers are also far less likely than grocery-buyers who usually shop at Coles, Woolworths/ Safeway and Foodland to agree with the statements, “I trust well-known brands better than the stores’ own” and “I have favourite brands for most things I buy and I tend to stick to them”.
In light of this, it is no surprise that a noticeably greater proportion (60%) of ALDI shoppers are willing to go out of their way for a bargain than Coles (46%), Woolworths/Safeway (47%) and Foodland (40%) customers.
Bargain-hunting, stores’-own and well-known brands by supermarket usually shopped at
Source: Roy Morgan Single Source (Australia), January– December 2014 (n=12,629). Base: main grocery buyers 14+. NB: Total Coles = Coles, Coles Express and Coles Online; Total Woolworths/Safeway includes Online and +Plus Petrol.
Angela Smith, Group Account Director, Roy Morgan Research, says:
“Over the last five years, the proportion of grocery buyers who say they buy more stores’-own products than well-known brands has remained static. Australians are not becoming more open to them: on the contrary, trust of well-known brands over stores’-own has grown slightly since 2010, as has the proportion of grocery buyers who tend to stick with their favourite brands for most things they buy.
“Grocery buyers who usually shop at ALDI are a striking exception, being keen bargain-hunters and prolific consumers of stores’-own products. A product’s brand or label is less likely to be a conscious factor in their purchasing decisions.
“Amid news that Woolworths/Safeway is planning to improve its stores’-own offering, our findings indicate that they have their work cut out for them: grocery-buyers who usually shop there are less likely than ALDI and Coles customers to buy primarily stores’-own products. On the other hand, they are considerably less brand-fixated than shoppers who usually get their groceries from current Customer Satisfaction Supermarket of the Month, Foodland…”
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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