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SA supermarket tops satisfaction stakes

basket, grocery,South Australian grocery chain, Foodland, has been awarded the winner of the monthly Roy Morgan Customer Satisfaction Awards for January and February.

In February, the supermarket achieved a 94 per cent satisfaction rating, ahead of nearest rival (and winner of Supermarket of the Year for 2014) Aldi, at 92 per cent.

Coles came in third, satisfying just over 88 per cent of its customers; followed by IGA, and Woolworths/Safeway.

Not surprisingly, almost all of Foodland’s satisfied customers are from South Australia.

“Last week, we looked at the factors that Australians look for when choosing a supermarket. Whether a supermarket fulfils these criteria certainly contributes towards a customer’s overall satisfaction with their grocery shopping experience. Foodland is clearly ticking a lot of boxes to achieve such an outstanding customer satisfaction rating,” Michele Levine, CEO of Roy Morgan Research, said.

Foodland is also setting an interesting example in light of the current debate about country of origin labelling for food. Not only is 50 per cent of their homebrand range produced in South Australia, but the remainder is Australia made. With almost nine out of every 10 Aussies saying they’d be more likely to buy food labelled ‘Made in Australia’, this is a savvy move on Foodland’s part,” Levine said.

Like all supermarkets measured in the Roy Morgan Customer Satisfaction Awards, the majority of its customers are women – 96 per cent of whom are satisfied with Foodland (compared with 92 per cent of male customers). Satisfaction levels are also higher among female customers for IGA and Woolworths, while male customers are more satisfied than female shoppers with Coles and Aldi.

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Source: Roy Morgan Single Source (Australia), September 2014-February 2015 (n=8,120).


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