Back To Listing

‘Low price’ association for Coles going down, down

Source: Roy Morgan Single Source (Australia), Apr 2003 – Mar 2013 12 months average n=8,425
Base: Main Grocery Buyers 14+

Almost 45% of Coles customers believe the ‘Down Down’ supermarket has low prices—just two points ahead of Woolworths’ customers, the latest supermarket survey results from Roy Morgan Research Single Source show.

For the last five years, advertising campaigns from the two supermarket giants have focused on price, and this is reflected in the overall increase in association with ‘Has low prices’. Coles in particular has fixated on price, with the omnipresent big red finger and Curtis Stone’s $10 family meals (ta-da!).

From 2009 to the start of 2012, the proportion of Coles’ customers who said it has low prices jumped from around 1 in 3 to 1 in 2, while Woolworths hovered just over 40%. However in the last year Coles has fallen back and the rivals are now again almost on par.

Aldi still has by the strongest association with low prices in the industry, with around 9 in 10 of its customers saying the supermarket ‘has low prices’.

Low Price association with the supermarket where Main Grocery Buyers shop

Source: Roy Morgan Single Source (Australia), Apr 2003 – Mar 2013 12 months average n=8,425. Base: Main Grocery Buyers 14+

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

“Despite the strong five-year gains overall, still less than half of each supermarket’s customers associate it with low prices. The successful Coles ‘Down Down’ campaign that has aired for three years, would have played a considerable part in moving low price perception upwards among their customers, and been the point of difference that allowed Coles to pull ahead of Woolworths for cut-through of low prices.

“But perhaps the effectiveness of the ‘Down Down’ campaign has come to an end, with consumers tuning out the message after years of exposure: the latest March 2013 results reveal there is once again only a small gap between Coles and Woolworths customers, primarily due to a decline shown by Coles rather than any ground made by Woolworths.

“Satisfaction levels amongst Coles customers are similarly trending downward, indicating a strong relationship between satisfaction and perception of low prices.

“It remains to be seen whether Coles’ recent advertising campaigns involving promotional competition this will have any effect on reversing the ‘one direction’ Coles is heading in.”

Click here to view our extensive range of Supermarket Profiles, including Coles, Woolworths, IGA, Aldi.


For comments or more information please contact:

Norman Morris

Industry Communications Director

Telephone: +61 (3) 9224 5172

Mobile: +61 422 014 474

Please click on this link to the Roy Morgan Online Store 

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%