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

The latest Roy Morgan Image of Supermarkets data places Woolworths 5.9% points ahead of rival Coles, whilst Aldi are positioned marginally behind Coles by less than one percentage point.

When asked about the image of supermarkets, 32.2% of grocery buyers said that Woolworths was ‘Good value’, shown here gaining in the last 9 months on the back of a long period of decline. Coincidentally Coles has seen similar gains starting in the same month as Woolworths, with a recovery of their image as being ‘Good Value’ from January 2009.

Since Aldi entered into the Australian market, their value perception has been continuously increasing. The latest result places them just behind Coles, with 25.7% of all grocery buyers perceiving Aldi as being ‘Good value.’ Compared to the two major supermarket chains Aldi’s ‘Good Value’ perception appears to have slowed, especially after over 3 years of consistent growth.

Roy Morgan Single Source (Australia): October 2004 - September 2009.

Sample: Main grocery buyer. In the 12 Months to September ‘09 n=15,078.

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

“Our research shows that the most important consideration by consumers in their selection of a supermarket is that of being perceived as ‘Good Value.’

“Since the entry of Aldi into the Australian market the perception that Woolworths and Coles represent ‘Good Value’ has deteriorated and is now closely contested by Aldi.

“It appears that recent moves by Coles and Woolworths to focus on price in their advertising represents their response to this challenge and is aimed at increasing the market perception of their ‘Good Value.’”

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, or to view our target profiles available for each supermarket.

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

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