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Aldi, IGA, Woolworths and Coles
Supermarket satisfaction is the closest seen in almost 4 years

Article No. 898 - Roy Morgan Single Source (Australia): December 2003 - April 2009. Sample: Main grocery buyers n=95,456 *Supermarket Customer refers to those Main Grocery Buyers who nominated that supermarket as the one where they do their main grocery shopping.: July 01, 2009

Click here to purchase the latest detailed Roy Morgan Supermarket Satisfaction Report

Customer satisfaction with all four major supermarkets was down in the month of April 2009, while the gaps between the four closed over the last six months, according to the latest Roy Morgan Supermarket Satisfaction Report.

Among Aldi customers, 89% were very or fairly satisfied with the supermarket, followed by IGA customers (86.2%), Woolworth (85%) and Coles (84.6%).

Roy Morgan Single Source (Australia): December 2003 - April 2009. Sample: Main grocery buyers n=95,456.

*Supermarket Customer refers to those Main Grocery Buyers who nominated that supermarket as the one where they do their main grocery shopping.

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

“Aldi customers have been consistently more satisfied than customers of Coles, Woolworths and IGA, and, despite a recent decline in the overall satisfaction of their customers, Aldi still holds the lead. Similar losses in satisfaction were seen for both Coles and Woolworths, but to a lesser degree and on the back of strong gains.

“Until March ’09, Coles’ customers showed steadily increasing levels of satisfaction, but faltered in April ’09 when customer satisfaction declined slightly. Woolworths recently experienced a similar recovery in satisfaction to March ’09 and a drop off in satisfaction for April ‘09. The current overall satisfaction score of 85% for Woolworths in the 6 months to April ’09 still means they are leveraging at 0.4% above that of Coles.”

To learn more about the latest Roy Morgan Supermarket Satisfaction Report

Please click on this link to the Roy Morgan Online Store.

http://www.roymorganonlinestore.com/Browse/Australia/Retail/Supermarkets/Supermarket-Satisfaction.aspx

For comments or further detail, please contact:

Norman Morris, Industry Communications Director

Email: Norman.Morris@roymorgan.com - Telephone: +61 (03) 9224 5172