Tuesday, April 23, 2024

Foodland on top, but Woolworths climbing

Foodland has again emerged as the top performer among the big five supermarkets, with Woolworths the biggest improver over the year, says new research.

Roy Morgan’s ‘Retail Satisfaction Report – Supermarkets’ shows that customer satisfaction with Foodland in the six months to May was 95.5 per cent. This is despite a decline of 2.3 percentage points over the past 12 months.

Woolworths was the biggest improver over the year, with satisfaction gaining 1.4 percentage points to reach 90 per cent, increasing its lead over Coles, which showed a gain of just 0.1 percentage points to 88.5 per cent.

In terms of satisfaction overall and across all product areas, Foodland and Aldi lead the big two. Foodland has 95.5 percent satisfaction, Aldi 91.8 per cent, Woolworths 90 per cent, Coles 88.5 per cent, and IGA 85.4 per cent.

Between them, Foodland and Aldi share the highest level of satisfaction across all product areas measured in the Roy Morgan survey. Foodland leads the big five supermarkets for satisfaction with bread, dairy, delicatessen, meat and seafood. Aldi is the satisfaction leader for fresh fruit, fresh vegetables, packaged groceries and general merchandise.

Of the big two, Woolworths has higher customer satisfaction than Coles for dairy, delicatessen, fresh fruit, fresh vegetables, seafood, packaged groceries and general merchandise. Coles leads narrowly for bread and meat.

Roy Morgan Research Industry Communications Director Norman Morris said, “With increasingly tough competition among supermarkets from both established players and new entrants, it’s critical to keep track of what customers think in terms of relative satisfaction and perceptions of the major brands.

“This research has shown that not only is measuring overall satisfaction important, but it’s also necessary to understand how the different sections or product areas are performing due to their potential impact on overall satisfaction and customer loyalty.”

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