Among Aldi customers, 89.6% were satisfied, followed by IGA (85.7%), then Coles (85%) and Woolworths (85%) for the 6 month’s average to May 2010.


Percentage of each supermarket’s customers who are satisfied


Roy Morgan Single Source (Australia): February 2005 - May 2010. Sample: Main grocery buyer. In the 6 Months to April ’10, n=7,606. *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:

“Despite a drop of more than two percentage points, returning Aldi to similar levels of September last year, they remain in the top position for satisfying customers ahead of the other big three supermarkets.

“The gains in customer satisfaction for IGA were across all sections of the supermarket and this now places them ahead of both Coles and Woolworths.

“This noticeable drop in May for Aldi, coincided with a decline in satisfaction in the Bread, Vegetable, Dairy, and General merchandise sections. Coles decline this month comes from the lower levels of customer satisfaction from the supermarket chain in Queensland. Aldi and Coles both reported high satisfaction results in November 2009, which has since dropped off their 6 month average, being replaced by a weaker May Monthly result.

“According to Coles and Woolworths latest advertising campaigns the focus is again on price, so it will be interesting to see whether these campaigns have an impact on their customer satisfaction.”


Click here to purhase a 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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