2015 Supermarket Reviews
Heading out to do a grocery run on the weekend? Compare some of the best supermarket brands using our customer satisfaction ratings.
* Overall satisfaction is an individual rating and not a combined total of all ratings. Brands with equal overall satisfaction ratings are listed in alphabetical order.
Canstar Blue research finalised in June 2015, published in July 2015.
See our Ratings Methodology.
ALDI’s value and quality wins them our Most Satisfied Customers award for 2015
Unless you live on a farm and manage to produce all your own food, you almost certainly have a supermarket or two in your local area where you can find almost any food or household product you’ll ever need. But even though the shopping experience doesn’t change much from place to place, not all brands are created equal.
A huge part of the decision to permanently stay or go from a supermarket is price, according to our recent survey respondents. 1 in 2 admittedly has changed supermarkets in the last year after finding a cheaper alternative. For 15% of shoppers, better quality products was a strong enough incentive to switch, while another 12% did so purely because they moved, and a newer supermarket was closer to their new home.
50% of Aussies admit they could save money by shopping at another supermarket, but 72% said they usually just shop at the same chain. Is it time you assessed your options, and chose to patron a new supermarket?
We’ve rated leading brands by asking Aussies how they feel about their grocery shopping experience. One brand stood out this year: ALDI swept our Most Satisfied Customers Award – Supermarkets, 2015.
ALDI emerged victorious from a field consisting of four-star overall satisfaction achiever Foodland; and three-star achievers Coles, IGA and Woolworths. The winning brand also secured five star ratings in three different criteria.
Value for money
With the sort of cheap, fast-moving goods that a supermarket sells, value for money is of huge importance. Every cent counts when Australia’s average weekly spend at a supermarket works out at $138 – a figure that can dramatically if you have a big family. Indeed, Australians aged 40-49 – a demographic quite likely to be supporting kids – paid a more expensive average of $167 a week at the shops
With a five-star satisfaction rating, ALDI was the winner in the hotly-contested value for money segment, with Foodland and Coles achieving four stars, followed by IGA and Woolworths with three stars.
Customer service and accessibility of staff
If you get great personal service at a supermarket, you’re much more likely to prefer that shop over others in the area! When it came to customer service, it was Foodland which achieved a five star satisfaction rating to beat the likes of ALDI and Coles on four stars. Further down the line were IGA and Woolworths, both of which secured three stars.
Variety of products (range)
A wide range of products is a key pillar for a successful supermarket chain, with brands wanting to cater for as many potential customers as possible. Foodland achieved the maximum five stars for how satisfied customers were with the range of products available to them. Next up were the big two of Coles and Woolworths with four-star ratings, as well as ALDI and IGA with three stars.
Deals and specials available
We found that more than 70% of Aussies pay close attention to supermarket specials and price wars between the big chains. That means Aussie shoppers are hungry for bargains, and retailers are quick to deliver! ALDI was a big name in terms of deals and specials, achieving a five star rating. The award-winner beat four-star-rated Foodland and Coles, as well as three-star achievers Woolworths and IGA.
Freshness of fruit, vegetables and meat
With three-quarters of Aussie supermarket shoppers telling us it’s important to them to buy locally-sourced produce, it’s obvious that individual supermarkets need to stock great products to stay competitive. The most satisfying chain for fresh produce was Foodland, with a maximum five-star rating that no doubt reflects the brand’s dedication to sourcing great fruit and veg. Out of the bigger chains, ALDI achieved four stars whilst Coles, Woolworths and IGA all scored three.
Quality of home brand products
Interestingly, a majority of the Aussie shoppers we talked to (59%) said they found the quality of store brand products to be just as good as the bigger brands, suggesting that people don’t mind if their staple goods have generic labelling. Nearly as many survey respondents also believe these products are better value than big brands.
ALDI is well known for its large range of company-owned brand names, so it was unsurprising that they topped the scores for the quality of their private label products. Foodland and Coles did well to achieve four stars each, and they were followed once more by IGA and Woolworths on three stars each.
Frequently asked questions
Canstar Blue commissions Colmar Brunton to survey 3,000 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 at a supermarket in the past month – in this case, 2,884 Australians were surveyed.
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. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then alphabetically. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.