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

The latest Roy Morgan Supermarket Satisfaction Report places Aldi in the top spot as the supermarket with the highest customer satisfaction score, despite showing no change in their September result. The closest of the other major supermarkets was IGA, who also hit a plateau for September. The two biggest supermarket chains Coles  and Woolworth both dropped in this latest survey, on what were promising strong gains starting at the beginning of 2009.

Among Aldi customers, 88.9% were satisfied with the supermarket, followed by IGA (87.4%), Woolworths (85.5%) and Coles (84.8%) for the 6 month’s average to September 09.

Roy Morgan Single Source (Australia): May 2004 - September 2009. Sample: Main grocery buyers in 6 Months to September ‘09 n=7,382. *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:

“The supermarket industry is a heavily contested market, where supermarket cross shopping among customers is rife.  Building confidence and loyalty of customers through satisfaction with their brand is critical. The real challenge for the two majors, Coles and Woolworths, is making consistent gains in overall satisfaction to outperform the other supermarkets, but these recent setbacks have delayed what was looking to be a battle for the top spot in satisfaction.”

For the detailed Roy Morgan Supermarket Satisfaction Report including satisfaction with each of the supermarket department, fresh vegetables, fresh fruit, meat, delicatessen, seafood, packaged goods and general merchandise.

Please click on this link to the Roy Morgan Online Store

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

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

For comments or further detail, please contact:

Norman Morris, Industry Communications Director

Email: Norman.Morris@roymorgan.com

Telephone: +61 (3) 9224 5172; Mobile: +61 402 014 474

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 the United States, United Kingdom, New Zealand and Indonesia. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has more than 65 years experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on print media measurement, financial behaviour, voting intention 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 following table 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.

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