One of Australia’s leading research companies, Roy Morgan Research has released its first, “Supermarket and Fresh Food Currency Report”.

The Supermarket and Fresh Food Currency Report tracks numbers of customers by the supermarket they shop at, total dollar spent in each supermarket, and also these details as a percentage of total market spend dollars. The report also contains historical context such as trends reaching back to 2003. These show increases in fields such as cross-visitation being the number of shoppers who shop at more than one supermarket.

Industry Communications Director of Roy Morgan Research, Norman Morris says, “The new Roy Morgan Supermarket and Fresh Food Currency Report is a comprehensive analysis into today’s competitive supermarket grocery sector”.

The first report, released on 30 January 2012, reflects retail sales showing Woolworths still ahead of Coles, as well as smaller supermarket retailers IGA and Aldi, in market share overall, although “Woolworths’ lead in many ‘fresh food’ areas such as bread, fruit and vegetables has been shrinking in recent months due to a resurgent Coles”, the report mentions.

The Supermarket and Fresh Grocery Market report will be released quarterly online.

Australian Food News this week reported on the latest quarterly financial results of Coles and Woolworths.

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