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.”

Click here to purchase 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.


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