Customer satisfaction for the South Australian retailer in the six months to May was 95.5 per cent, making it the top performer among the big five supermarkets – including Coles, Woolworths, Aldi and IGA – despite a decline of 2.3 points over the last 12 months.
Woolworths was the biggest improver over the year, with satisfaction gaining 1.4 points to 90 per cent, increasing its lead over Coles, which only showed a gain of 0.1 point to 88.5 per cent. Aldi ranked second behind Foodland, with 91.8 per cent customer satisfaction, and Metcash-owned IGA was last, with 85.4 per cent.
The results, published in Roy Morgan’s Retail Satisfaction Report – Supermarkets, are based on in-depth personal interviews conducted face-to-face with over 50,000 Australians in their own home, including over 11,000 main supermarket shoppers.
Survey respondents were most satisfied with either Foodland or Aldi across every product category measured in the survey, with Foodland leading in bread, dairy, delicatessen, meat and seafood, and Aldi again leading in fresh fruit, fresh vegetables, packaged groceries and general merchandise.
Of the two major supermarkets, customer satisfaction with Woolworths was higher than Coles for dairy, delicatessen, fresh fruit, fresh vegetables, seafood, packaged groceries and general merchandise. Coles only led narrowly for bread and meat.
Satisfaction with main supermarkets
The results are in line with previous customer satisfaction surveys. Foodland led the supermarket sector in Roy Morgan’s 2017 Retail Satisfaction Report, and it unseated Aldi as the supermarket with the most satisfied customers in Canstar Blue’s supermarket satisfaction survey last July.