Aldi and IGA edge further ahead of big two in satisfaction ratings
The latest Roy Morgan Supermarket Satisfaction Report has German-owned discount grocer comfortably ahead of their closest supermarket rival in the consumer satisfaction stakes.
Aldi is 4.5 percentage points ahead of its nearest rival IGA – in the monthly survey of Australia’s four largest grocery chains. Both Aldi (up 0.2% points) and IGA (up 0.4% points) improved in November while there was no change in position of the country’s largest supermarket chains – Coles and Woolworths.
Among Aldi customers, 91.3% were satisfied with the supermarket, followed by IGA (86.8%), Woolworths (86.0%) and Coles (85.5%) for the 6 month’s average to November 2009.
“Aldi remains staunch in its top position for satisfaction of the main supermarkets, adding further to recent strong gains and pulling Aldi from a low mid year result,” Norman Morris, Industry Communications Director at Roy Morgan Research, said. “Satisfaction with Aldi departments are also reaping similar rewards with most now being clearly ahead of their competitors, particularly general merchandise which is showing a marked improvement, and quite possibly contributing to their recovery.”