Thursday, January 19th, 2012
Aldi (94%) gained in customer satisfaction for the fifth month in a row, ahead of Coles who have once again matched their highest ever satisfaction result (88%). Woolworths and IGA (85%) both lifted their satisfaction scores on the back of long term declines, according to the latest Roy Morgan Supermarket Satisfaction Report.

Supermarket Customer Satisfaction

Roy Morgan Single Source (Australia): June 2006 - November 2011. Sample: Main grocery buyer. In the 6 Months to November’11 n=7,533.*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:

“Aldi still remains the standout performer for satisfying more of their customers and currently six percentage points ahead of nearest rival Coles.

“IGA’s satisfaction results have recovered well over the last 2 months, a good result considering IGA had dropped by eight percentage points through 2011.

“Woolworths also received a welcome lift in their satisfaction levels  and with the variety of Christmas campaigns that were aired for each supermarket, it will be interesting to see if the Woolworths ‘my Woolies’ family approach lifted their satisfaction scores further.

“In contrast to Woolworths, Coles had their ‘price promise’ campaign to win over customers, but will it be enough to drive Coles customer satisfaction past their highest satisfaction result milestone in the final result of 2011 next month.”

For more information on Supermarket Customer Satisfaction, our Roy Morgan Supermarket Satisfaction Report 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 such as Aldi, Coles, IGA, and Woolworths 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


customer satisfaction, grocery, supermarket



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