A strong improvement for IGA put the supermarket chain back in a positive direction in their overall customer satisfaction result, and just ahead of Woolworths in the 6 months to April 2010.

Among Aldi customers, 91.9% were satisfied, followed by Coles (86.4%), IGA (85.0%) and Woolworths (84.3%) for the 6 month’s average to April 2010.


Percentage of each supermarket’s customers who are satisfied


Source: Roy Morgan Single Source (Australia): January 2005 - April 2010. Sample: Main grocery buyer. In the 6 Months to April ‘10 n=7,587. *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 lead that Aldi holds for satisfying more of its customers is back on the increase, and Aldi are once again pulling away from the other 3 major supermarkets. It’s quite the opposite story for Woolworths and IGA, who are still down by more than two percentage points from their mid 2009 highs.

“These April results show Coles reasonably stable, but more importantly ahead of Woolworths by just over two percentage points. The Supermarket Satisfaction report also reveals Coles outperform Aldi in two categories of fresh meat and packaged goods. These two categories that are in sharp decline and go against the overall trend for Aldi, are possible area to improve and grow overall customer satisfaction for the Coles business.”


Click here for the detailed Roy Morgan Supermarket Satisfaction Report

This report includes 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