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Bunnings undiminished, but the battle’s on for silver

Source: Roy Morgan Single Source (Australia), July 2009 – June 2014, Average annual sample = 18,912 Australians 14+

Wesfarmers’ cash cow Bunnings remains the head honcho of hardware, with over nine million Australians 14+ shopping at the store within an average four week period in the year to June 2014—that’s almost half of us.

The real battle is for second place, between Woolworths-owned Masters Hardware and Metcash’s ‘Mighty Helpful’ Mitre 10, the latest data from Roy Morgan Research shows.

Masters Hardware is, as their ads claim, ‘Australia’s fastest growing hardware store’, with the number of shoppers tripling over the last two years from 400,000 in an average four weeks to over 1.2m. The number of people shopping at Mitre 10, however, has fallen by an average of over 100,000 annually since 2010.

Home Hardware has maintained around half a million shoppers nationwide a month over the last three years.

Number of people who shop at hardware store in an average four weeks

Source: Roy Morgan Single Source (Australia), July 2009 – June 2014, Average annual sample = 18,912 Australians 14+

Warren Reid, Group Account Director, Roy Morgan Research, says:

“Masters is making solid gains in customer satisfaction, which feeds back into increased customer numbers. In the year to June 2012, just 67% of its recent customers said they were very or fairly satisfied, A year later, it was up to 75% of customers, and rose again to 82% in the year to June 2014. However on overall satisfaction, Masters still trails Bunnings, Mire 10 and Home Hardware by around 4-6% points.

“Customers of the ‘Big Box’ retailers Bunnings and Masters share a number of demographic characteristics, including a more neutral gender split compared with other hardware stores.

“But further analysis using our Helix Personas segmentation tool shows that people in ‘middle Australian’ communities are well over-represented among Masters’ customers.  Around 1 in 8 Today’s Families and 1 in 11 Aussie Achievers visited Masters in an average month, compared with around 1 in 16 Australians.”

For comments or more information please contact:

Warren Reid,  Group Account Director
Office: +61 (3) 9224 5161

Homepage image credit: Toos42 / Wikimedia Commons

Related research findings

View our extensive range of Hardware Store Customer Profiles and Hardware Store Satisfaction Profiles. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

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.

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%