Among Aldi customers, 90.9% were satisfied, followed by Coles (85.4%), IGA (85.1%) and Woolworths (84.2%) for the 6 month’s average to February 2010.


Percentage of each Supermarket customers who are satisfied


Source: Roy Morgan Single Source (Australia): October 2004 - February 2010. Sample: Main grocery buyer. In the 6 Months to February 2010. n=7,223.
*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:

“These latest results show last year’s gains in satisfaction levels by Woolworths have not been sustained and satisfaction has fallen back to the low of December 2008, which is less than one percent away from their lowest satisfaction level result recorded in the last five years. Aldi also declined for a second month in a row, whilst Coles and IGA are holding their ground.

“We have seen Coles ahead of Woolworths on only four occasions over the last 5 years, but each time they have not managed to retain that lead for very long. The real test now for Coles is to consolidate its second place and close the gap on the substantial lead held by Aldi.”

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