Friday, November 18th, 2011
Aldi (92.5%) remained ahead in customer satisfaction on the back of three months of consistent gains, while Coles remained unchanged in second place (87.5%). Woolworths (84%) dropped marginally, but are comfortably ahead of IGA (82%) who are showing a downward trend, according to the latest Roy Morgan Supermarket Satisfaction Report.

Supermarket Customer Satisfaction

Roy Morgan Single Source (Australia): April 2006 - September 2011. Sample: Main grocery buyer. In the 6 Months to September’11 n=7,575.*Supermarket Customers refers to those Main Grocery Buyers who nominated that supermarket as the one where they do their main grocery shopping. From July ’09 IGA includes only IGA supermarket customers, whereas it previously included IGA, Festival and IGA Express.

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

“With a boost in satisfaction levels at Aldi over the last 3 months, the gap has once again opened up ahead of Coles by 5%, and well ahead of Woolworths by 8% and IGA by 10.5%. Aldi stores in Queensland record higher satisfaction results, and has been for the most part of 2011.

“Despite the satisfaction report revealing Coles having higher satisfaction than its competitors in Deli, meat and seafood, there was no gain for the supermarket in September for overall satisfaction, leaving Coles still just behind their five year high and well behind Aldi.

“Woolworths is now performing below Coles, mainly due to a lower rating in Bread, Delicatessen, Fresh Fruit, Meat, Seafood and Packaged Groceries.

“IGA is behind its major competitors in all categories, in particular General Merchandise, Delicatessen, Dairy and Packaged Groceries.”

The latest detailed Roy Morgan Supermarket Customer Satisfaction includes satisfaction with each of the supermarket department, fresh vegetables, fresh fruit, meat, delicatessen, seafood, packaged goods and general merchandise.

Detailed Roy Morgan Supermarket Customer Profiles are available for IGA, Coles, Woolworths/Safeway, Aldi and Foodland, are also available for each supermarket and provide a broad understanding of the target group in terms of demographics, attitudes, activities and media usage.

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


Aldi (92.5%) remained ahead in customer satisfaction on the back of three months of consistent gains, while Coles remained unchanged in second place (87.5%). Woolworths (



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