Customer satisfaction for IGA (90%) was at the highest level since June 2007, followed by Coles (87.5%), with satisfaction at a four year high. Woolworths (86%) however experienced a drop in satisfaction levels for a third month in a row.


Supermarket Customer Satisfaction


Roy Morgan Single Source (Australia): Sep 2005 - Jan 2011. Sample: Main grocery buyer. In the 6 Months to January’11 n=6,888.*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:

“These January results reveal a very positive trend for not only Aldi, but also Coles and IGA. All three supermarkets have experienced similar success over the last few months, and at levels not seen for many years.

“Aldi continues to go from strength to strength, now five percentage points ahead of IGA, with the January report indicating the supermarket strongest in the bread, dairy, packaged goods and general merchandise categories. IGA are stronger than the other 3 supermarkets in the meat category.

“Woolworths and Coles have traded positions in the last couple of months. Coles gained two percentage points since the September 2010 results and Woolworths dropped by one and a half percentage points in three months.

“With Coles and Woolworths both slashing prices for both bread and dairy products, it will be interesting to see whether this has any effect on overall satisfaction for either supermarket, especially as Aldi currently has the highest level in both of those categories.”

For more information on Supermarket Customer Satisfaction 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.

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


For more details contact:

info@roymorganonlinestore.com