The supermarket’s private label surpassed Australian brand, Quilton, which previously held the most satisfied customer title.
“Coles has clearly managed to find the winning balance between quality and value,” said Megan Doyle, head of Canstar Blue.
“To finish ahead of its private label competitors and so many big brands in this space represents a fantastic achievement for Coles,” Doyle said.
The survey, which involved 2500 Australian participants who had purchased toilet paper in the last month, found that when it comes to drivers of overall customer satisfaction, the feel of toilet paper (53 per cent) was more important than value for money (33 per cent), and variety of packaging options (14 per cent).
The survey also revealed just 48 per cent always buy the same brand, while 50 per cent tend to buy whichever one is on special. More information on the study can be found here.