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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, despite a small decline in customer satisfaction in January is still in first place for customer satisfaction. Coles was the only Supermarket to show improvement in customer satisfaction in the January result. With a 1.7% point drop in satisfaction, IGA is now placed only marginally ahead of Woolworths (by 0.4% points).

Among Aldi customers, 91.4% were satisfied, followed by Coles (85.5%), IGA (85.0%) and Woolworths (84.6%) for the 6 month’s average to January 2010.

Percentage of each Supermarket's Customers who are Satisfied

Roy Morgan Single Source (Australia): September 2004 - January 2010. Sample: Main grocery buyer. In the 6 Months to January ‘10 n=7,130.
*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 3 major Supermarkets Coles, Woolworths and IGA have been jostling for second position over the second half of 2009 in satisfying more of their customers. In January Coles moved up to be in second place to Aldi, but is only marginally ahead of IGA and Woolworths.

“Aldi, who had been consistently gaining in satisfaction over the previous 3 months, dropped marginally. This in part was from a poor performance in satisfaction with the general merchandise section, an area which had been strongly linked to their overall satisfaction performance.

“It will be interesting to see how the very public campaign on price and value currently underway will affect this order, and whether Coles can maintain or increase this recent achievement.”

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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