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

The latest Roy Morgan Supermarket Satisfaction Report for June reveals that Aldi have dropped in overall customer satisfaction, for a second consecutive month, bringing the four supermarkets to the closest margin in over five years. Coles and Woolworths both improved, whilst IGA remained relatively unchanged.

Among Aldi customers, 88.8% were satisfied, followed by Coles (86.1%), Woolworths (85.8%) and then IGA (85.6%), for the 6 month’s average to June 2010.

Percentage of each supermarket’s customers who are satisfied

Source: Roy Morgan Single Source (Australia): February 2005 - June 2010. Sample: Main grocery buyer. In the 6 Months to June ‘10 n=7,696.

*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 June results show customer satisfaction levels are extremely close for the 3 major supermarkets Coles, Woolworths and IGA. The report also shows a decline for Aldi being driven by declines in NSW and Victoria.

“Last month Coles dropped to equal third along with Woolworths, but this month, according to the report, they have risen ahead of IGA and Woolworths, even if it is only half a percentage point separating them.

“With a drop of more than three percentage points in two months, satisfaction levels at Aldi are at their lowest level for five years and the gap between all four supermarkets is the closest yet. If this trend continues we may see one of the two major supermarkets or even IGA take the top spot away from Aldi in the near future.”

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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