Among Aldi customers, 88.8% were satisfied, followed by Coles (86.1%), Woolworths (85.8%) and then IGA (85.6%), for the 6 month’s average to June 2010.


Percentage of each supermarket’s customers who are satisfied


Source: Roy Morgan Single Source (Australia): February 2005 - June 2010.
Sample: Main grocery buyer. In the 6 Months to June ‘10 n=7,696.*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 June results show customer satisfaction levels are extremely close for the 3 major supermarkets Coles, Woolworths and IGA. The report also shows a decline for Aldi being driven by declines in NSW and Victoria.

“Last month Coles dropped to equal third along with Woolworths, but this month, according to the report, they have risen ahead of IGA and Woolworths, even if it is only half a percentage point separating them.

“With a drop of more than three percentage points in two months, satisfaction levels at Aldi are at their lowest level for five years and the gap between all four supermarkets is the closest yet. If this trend continues we may see one of the two major supermarkets or even IGA take the top spot away from Aldi in the near future.”
 

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