Satisfaction with the major supermarket chains in Australia rose almost uniformly last month, with Coles the only chain to see a decline in satisfaction, according to the latest data from Roy Morgan.

Coles lost the momentum they built over the last 6 months, dropping by almost 1 percentage point and falling from second place on the list to the bottom (fourth). Aldi retained the top spot for overall customer satisfaction, while IGA regained second highest ranking amongst grocery shoppers who are satisfied with their main supermarket overall. IGA was the biggest mover with a rise of over 2.5 per cent.

The Roy Morgan Supermarket Satisfaction Report showed 89.5% of Aldi customers were satisfied with the supermarket, followed by IGA (87.5%), Woolworths (86.2%) and Coles (85.6%) in the 6 month’s average to July 09.

“There has been significant improvement in Woolworth’s customers’ satisfaction as overall satisfaction levels continue to lift. Coles, until this July result, also had had promising gains,” Norman Morris, Industry Communications Director, Roy Morgan Research, noted. “However, a waver in the Coles result has meant overall satisfaction at Coles dropped back to the same result as recorded in May this year.”

“The marginally higher July satisfaction result for Aldi coincides with the launch of Aldi’s first ever television advertising campaign in Australia. It continues to position them ahead of Woolworths in supermarket satisfaction by 3.3% points, and 2.0% points above IGA.”

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