Among Aldi customers, 90.5% were satisfied, followed by IGA (89.5%), Woolworths (87.5%) and then Coles (85.5%) for the 6 month’s average to October 2010.


Supermarket Customer Satisfaction


Roy Morgan Single Source (Australia): May 2005 - Oct 2010. Sample: Main grocery buyer. In the 6 Months to October ‘10 n=7,232.*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:

“With more than five percentage points gained since March, IGA are not only one percentage point behind Aldi in customer satisfaction, but also one percentage point away from their best satisfaction score in five years.

“Woolworths satisfaction levels are also at the highest they’ve been since mid 2007, and although the reported increases are not as pronounced as IGA, Woolworths are also in a strong position to take out the top position. Unlike its competitors, customer satisfaction amongst shoppers at Coles is not showing any significant growth.

“Currently IGA hold just over ten percent market share of the grocery market dollars, which would potentially increase to twelve percent through the proposed Franklins chain acquisition. The recent news that the ACCC have opposed IGA owners Metcash in their attempt to acquire the Franklins supermarket chain may be just a temporary stall for IGA, but if it proceeds it is unlikely to impact on either stores satisfaction levels as they are both currently very similar.”

Click here for more information on Supermarket Customer Satisfaction and to view and purchase our 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.

Click here to purchase Roy Morgan Supermarket Customer Profiles which are available for each supermarket and provide a broad understanding of the target group in terms of demographics, attitudes, activities and media usage.


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