Supermarkets – 2013 Ratings

Posted by Canstar Blue August 15th 2013

You are viewing the archived 2013 ratings for supermarkets. Go to the current supermarket ratings.

See Our Ratings Methodology.

Three in four support the ‘true blue’ taste of locally produced food

Most Satisfied Customers Award Supermarkets - 2013Three in four respondents to our recent survey think it is important to support the local food industry by purchasing products produced in Australia.

But price is also a factor, with 88% likely to buy locally produced food if it’s the same price as other options.

We also found one in two respondents are increasingly making room in their trolleys for supermarket ‘own’ label products. Furthermore, three in five find the quality of these supermarket brand items to be just as good as others on offer.

While online shopping in general continues to grow in popularity, only one in four of our respondents had tried their hand at online supermarket shopping. When asked about online shopping in general, 45% of respondents would shop online if it was easier to see weekly specials and savings, and 60% would purchase online if delivery was free.

In other results, South Australian based supermarket Foodland are the winner of this year’s Most Satisfied Customers Award – Supermarkets. This is the brand’s inaugural award win, in which they took out top ratings in six different criteria.

Past award-winner ALDI achieved five star ratings in value for money, quality of products, and for its advertised deals and specials.

Also rated in this survey were IGA, Coles and Woolworths.

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 customers within the survey group who have made a purchase from a supermarket in the last month – in this case, 2,438 people.

Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10.

Overall customer satisfaction

Foodland achieved the top rating for overall supermarket customer satisfaction, in front of four star recipient ALDI. IGA, Coles and Woolworths all followed with three stars each.

Value for money

If you’re after better value for money from your weekly grocery run, ALDI has you covered –receiving five stars in this area. Foodland followed with a four star rating; IGA, Coles and Woolworths were awarded with three.

Customer service and accessibility of staff

Most supermarket staff are ready to help customers in need. Foodland received five stars for customer service, followed by IGA with four stars. ALDI, Coles and Woolworths each received three stars for service and accessibility of staff.

Variety of products (range)

A wide range of products can be one of the cornerstones of a good supermarket – after all, you never know what you’ll be hungry for one week to the next. Customers of Foodland were most satisfied with the variety of products available at their supermarket. The South Australian brand led with five stars, Coles and Woolworths followed with four, and ALDI and IGA came next with three.

Variety of brands

Foodland catered for its hungry customers with a five star rating for variety of available brands. Following were IGA, Coles and Woolworths with four stars each, then ALDI with three.

Quality of products

Both ALDI and Foodland customers were most satisfied with the quality of the products available from their supermarket, which earned each brand a five star rating. All other brands – Coles, Woolworths and IGA – received four star ratings.

Deals / specials available

Many value driven customers make sure they ‘shop the specials’ to stay on budget with their groceries, and one brand was an ideal choice for these shoppers. ALDI received five stars for deals and specials, Foodland achieved four, and Coles, Woolworths and IGA received three.

Freshness of fruit, vegetables and meat

Looking to create dishes that would make a Masterchef jealous? Foodland took the cake for the freshness of their stocks, earning the brand five stars. ALDI came next with four, and IGA, Woolworths and Coles followed with three.