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.”

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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