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

The latest Roy Morgan Supermarket Satisfaction Report reveals Aldi more than 5% points ahead of IGA. Aldi increased by half a percentage point in the December period, with IGA relatively flat (down 0.1% points). It’s the two big supermarket chains Coles and Woolworths that ended the year on a low, both dropping by 0.6% points.

Among Aldi customers, 91.8% were satisfied, followed by IGA (86.7%), Woolworths (85.4%) and Coles (84.9%) for the 6 month’s average to December 2009.

Percentage of each supermarket customers who are satisfied

Roy Morgan Single Source (Australia): August 2004 - December 2009. Sample: Main grocery buyer. In the 6 Months to December ‘09 n=7,152. *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:

“Aldi continues to recover in satisfaction, complemented by healthy gains in the general merchandise section, a category where Aldi leads by more than 10% points.

“Although IGA remains relatively stable in the December period, the gap between IGA and the two supermarkets Coles and Woolworths opened up due to equal satisfaction declines from the two majors. It will be interesting to see how the new pricing campaigns for Coles and Woolworths, and increased media exposure, affects satisfaction levels ongoing.”

 

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

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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