Aldi ahead in customer satisfaction, survey finds

Posted by AFN Staff Writers on 18th November 2011

Australian supermarket shoppers rank Aldi as top in providing customer satisfaction out of all the Australian supermarkets. This is according to the latest survey findings from the Australian market research company Roy Morgan.

Roy Morgan’s ‘Supermarket Satisfaction Report’, released today, surveyed around 55,000 consumers in Australia in the six months to September 2011.

Among Aldi customers, 92.5 per cent said they were “completely” or “somewhat” satisfied with the supermarket. 87.5 per cent of Coles customers said the same for Coles, 84 per cent for Woolworths, and 82 per cent for IGA.

Commenting on the findings, Roy Morgan’s Industry Communications Director, Norman Morris said, “With a boost in satisfaction levels at Aldi over the last three months, the gap has once again opened up ahead of Coles by five per cent, and well ahead of Woolworths by eight per cent and IGA by 10.5 per cent. Aldi stores in Queensland recorded the highest satisfaction results for the most part of 2011.

“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,” Mr Morris said.