Among Aldi customers, 91.5% were satisfied, followed by Coles (86.5%), Woolworths (84.6%) and IGA (83.8%) for the 6 month’s average to March 2010.


Supermarket Customer Satisfaction


Source: Roy Morgan Single Source (Australia): November 2004 - March 2010.
Sample: Main grocery buyer. In the 6 Months to March 2010. n=7,444. *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:

“There are a number of milestones in these latest supermarket satisfaction results, the most significant being the gap that has opened up between Coles and Woolworths. For the first time in the last 5 years, Coles has opened up a lead of almost 2 percentage points over Woolworths.

“The Coles result for March also matched the high of June 2009, which was their highest satisfaction score in almost 3 years.

“These results are from the latest Roy Morgan Supermarket Satisfaction Report, which also shows that satisfaction with the Coles ‘fresh’ categories of fruit and vegetables has improved to such an extent that it has almost closed the gap on Woolworths.”

Click here 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.


For more details contact:

info@roymorganonlinestore.com