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Aldi and IGA consolidate lead over Coles and Woolworths in Customer Satisfaction

Article No. 998 - Roy Morgan Single Source (Australia): July 2004 - November 2009. Sample: Main grocery buyer. In the 6 Months to November ‘09 n=7,215.: January 20, 2010

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

The latest Roy Morgan Supermarket Satisfaction Report places Aldi 4.5% points ahead of its nearest rival IGA. Both Aldi (up 0.2% points) and IGA (up 0.4% points) improved in November while there was no change in position of the two big supermarket chains Coles and Woolworths.

Among Aldi customers, 91.3% were satisfied with the supermarket, followed by IGA (86.8%), Woolworths (86.0%) and Coles (85.5%) for the 6 month’s average to November 2009.

Roy Morgan Single Source (Australia): July 2004 - November 2009. Sample: Main grocery buyer. In the 6 Months to November ‘09 n=7,215. *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 remains staunch in its top position for satisfaction of the main supermarkets, adding further to recent strong gains and pulling Aldi from a low mid year result. Satisfaction with Aldi departments are also reaping similar rewards with most now being clearly ahead of their competitors, particularly general merchandise which is showing a marked improvement, and quite possibly contributing to their recovery.”

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.

Sample Size	Percentage Estimate
	*40%-60%*	*25% or 75%*	*10% or 90%*	*5% or 95%*
5,000	±1.4	±1.2	±0.8	±0.6
50,000	±0.4	±0.4	±0.3	±0.2