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Aldi satisfaction bounces back after 2012 plunge

Source: Roy Morgan Single Source (Australia), Grocery buyers 14+ Sep 2009 — Feb 2013; Average 6 month sample n = 6,701. Base: Australian supermarket customers aged 14+.
The proportion of Aldi satisfied customers is once again comfortably higher than the other three major supermarket chains—but all are still within striking distance of the discount titan.

In November last year, both Coles and Woolworths came within 1% point of the German juggernaut, making it the closest race in five years.

But the latest results from the Roy Morgan Supermarket Satisfaction report show Aldi edging back toward the nine-out-of-ten mark, with 89.7% of its customers agreeing they were satisfied with the supermarket overall.

The only major supermarket to improve in 2012, Woolworths maintained silver in the satisfaction ranking (87.4%), followed by Coles (86.2%) and IGA (83.7%)

Customer satisfaction with the supermarket where they mainly shop for groceries


Source: Roy Morgan Single Source (Australia), Grocery buyers 14+ Sep 2009 — Feb 2013; Average 6 month sample n = 6,701. Base: Australian supermarket customers aged 14+.

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

“What an interesting year 2012 was for supermarket satisfaction, with long-time leader Aldi almost toppled from the top of the podium.

“Late 2012 also saw Woolworths edge ahead of Coles for the first time since 2010, reaching a five-year high in their satisfaction result.

“Meanwhile satisfaction with Coles is continuing to trend downward from its peak just shy of 90% a year ago.

“The Supermarket Satisfaction report also looks at how satisfied ‘bigger-basket’ grocery buyers are: among customers with an average weekly spend above $200, Woolworths is ahead of Aldi and more than three percentage points in front of Coles.

“Satisfaction is naturally a crucial battleground in the supermarket wars. Dissatisfied customers are unlikely to continue to shop at a particular supermarket if they have an alternative, and even worse are likely to ‘spread the word’ about their dissatisfaction. Therefore monitoring satisfaction levels is paramount to understanding where loyalties lie and how customers of different ages, basket sizes or neighbourhoods rate their supermarket of choice.”


For more information or comments please contact:

Norman Morris — Industry Communications Director Roy Morgan Research

Office: (03) 9224 5172              Mobile: 0402 014 474

Norman.Morris@roymorgan.com

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