Among Aldi customers, 92% were satisfied, followed by IGA (89%), Woolworths (87%) and Coles (87%) for the 6 month’s average to November 2010.


Supermarket Customer Satisfaction


Roy Morgan Single Source (Australia): June 2005 - Nov 2010. Sample: Main grocery buyer. In the 6 Months to October ‘10 n=7,215.*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:

“Stronger satisfaction levels from Aldi, and a stable result from IGA in the November report, increases Aldi’s lead with three percentage points now separating these supermarket chains providing Aldi with a competitive advantage.

“Coles performed well in the November results and are now back on par with Woolworths, being two percentage points behind IGA.

“There will no doubt be a long term effect on the availability and price of fresh produce at supermarkets, as well as the short term impact on grocery supply and demand in some areas due to the floods. Satisfaction in supermarket fresh categories such as fresh fruit and veg, or overall satisfaction may also drop as a result.”

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

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


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