Supermarkets – 2012 Ratings

Posted by Canstar Blue August 16th 2012

You are viewing the archived 2012 ratings for supermarkets. Go to the current supermarket ratings.


See Our Ratings Methodology.

ALDI are two for two for our supermarket awards

Most Satisfied Customers Award for Supermarkets - 2012Some of the biggest names in the supermarket space went head to head in our recent survey; and for the second year running, ALDI could not be beaten in terms of customer satisfaction.

Although each of the other rated brands – IGA, Coles and Woolworths – proved crowd favourites in other areas, ALDI supermarkets were the cream of the crop with five star ratings for overall customer satisfaction, value for money and the quality of their products.

IGA was the standout brand for customer service, achieving a five star rating for that criterion while Woolworths reached five star heights for its variety of products and brands.

Our survey results also showed that some shoppers would literally go the extra mile for their groceries. In fact, 18% of survey respondents said they drove to a more premium suburb because the supermarket there stocked a better range and higher quality products!

We also found that customers from Victoria were more interested in tracking down these premium supermarkets than Queensland shoppers (22% versus 14%).

Despite the convenience of modern day supermarkets, the appeal of visiting markets wasn’t ignored by the everyday shopper. Our results showed that 37% of customers preferred to purchase from local markets rather than supermarkets.

Shopping for groceries was not without its annoyances, as one third of shoppers agreed that grocery shopping was a frustrating experience for them. However, a quarter of respondents declared the most difficult part of their grocery shopping experience had nothing to do with the food but instead the struggle to find a car park.

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from supermarket customers within the survey group – in this case, 2,332 people. To qualify, the customer must have made a purchase from a supermarket in the last month. Brands must receive at least 30 responses to be included.

Results are comparative and it should be noted that brands that received three stars have still achieved a satisfaction measure of at least six out of 10.

Overall customer satisfaction

Which supermarket should shoppers point their trolleys towards? ALDI was our five star winner for overall customer satisfaction ahead of IGA with four, and Woolworths and Coles who each received three stars for this criterion.

Value for money

ALDI customers were most satisfied that their supermarket offered value for money on their weekly trip to the aisles, earning ALDI a five star rating. IGA, Coles and Woolworths all received three stars for this criterion.

Customer service and accessibility of staff

It’s nice to have help at hand to assist in tracking down hard-to-find items, organise parcel pickups or just to have a chat about what to cook for dinner. IGA was the frontrunner in this regard, receiving five stars for their customer service and the accessibility of staff. Coles was close behind with four stars for this criterion, then Woolworths and ALDI followed with three.

Variety of products available (range)

Woolworths was a step ahead for the variety of products available in store, achieving a five star rating. Coles received four stars for this criterion, while ALDI and IGA both received three.

Variety of brands available

Customers of Woolworths were not only most satisfied with the variety of products available to them, but also for the variety of brands. Woolworths received another five star rating in this area, while IGA and Coles received four, and ALDI received three.

Quality of products

The quality of a product is important, whether it’s a cut of steak or a packet of dishwashing detergent. ALDI customers were most satisfied that their food hit the mark in terms of quality, earning the brand another five star rating. IGA, Coles and Woolworths all received a four star rating for the quality of their products.

Deals/specials available

Customers of ALDI say that their supermarket can’t be beaten for their deals and specials available, earning them five stars for this criterion. They were followed by four star recipients IGA, Coles and Woolworths.