Aldi (92.5%) remained ahead in customer satisfaction on the back of three months of consistent gains, while Coles remained unchanged in second place (87.5%). Woolworths (84%) dropped marginally, but are comfortably ahead of IGA (82%) who are showing a downward trend, according to the latest Roy Morgan Supermarket Satisfaction Report.

Supermarket Customer Satisfaction


Roy Morgan Single Source (Australia): April 2006 - September 2011. Sample: Main grocery buyer. In the 6 Months to September’11 n=7,575.*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 a boost in satisfaction levels at Aldi over the last 3 months, the gap has once again opened up ahead of Coles by 5%, and well ahead of Woolworths by 8% and IGA by 10.5%. Aldi stores in Queensland record higher satisfaction results, and has been for the most part of 2011.

“Despite the satisfaction report revealing Coles having higher satisfaction than its competitors in Deli, meat and seafood, there was no gain for the supermarket in September for overall satisfaction, leaving Coles still just behind their five year high and well behind Aldi.

“Woolworths is now performing below Coles, mainly due to a lower rating in Bread, Delicatessen, Fresh Fruit, Meat, Seafood and Packaged Groceries.

“IGA is behind its major competitors in all categories, in particular General Merchandise, Delicatessen, Dairy and Packaged Groceries.”