Among Aldi customers, 88.7% were satisfied, followed by IGA (87.4%), Woolworths (86.8%) and then Coles (85.9%) for the 6 month’s average to July 2010.


Percentage of each supermarket’s customers who are satisfied


Roy Morgan Single Source (Australia): Jan 2005 - July 2010.
Sample: Main grocery buyer. In the 6 Months to July ‘10 n=7,698.
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:

“IGA and Woolworths are the supermarkets to watch this month in the satisfaction report for July.

“Since March, Woolworths and IGA have both improved their position while Aldi has dropped over the same period to bring the margin between the three to the closest they’ve been in 5 years.

“These latest results position IGA just behind Aldi, and Woolworths are now at their highest level of satisfaction in almost 3 years.

“With less than two percentage points separating Woolworths and Aldi, and even less between IGA and Aldi, either supermarket has a strong chance of taking out the number one position in satisfaction at supermarkets before the end of this year.”
 

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