2014 – Supermarkets Ratings
Posted by Canstar Blue August 21st 2014
You are viewing the archived 2014 ratings for supermarkets. Go to the current supermarket ratings.
ALDI checks out another five star award for supermarket satisfaction
When it comes to the weekly grocery shop, loyalty is important to many of us. In fact, one in every two Aussie shoppers who responded to our recent survey said that they’re loyal to a single supermarket.
So, why is this? It could be because their usual supermarket offers the best value for money, as close to two thirds of respondents stated in this latest Canstar Blue survey. Other answers varied:
- The most oft-cited reason for loyalty was shoppers being familiar with the supermarket layout, meaning they are able to find items quickly and easily (66% agreement).
- A little more than half are loyal to a supermarket due to the sheer proximity to their home (i.e. people use the closest one).
- Roughly the same number (53%) enjoy collecting reward points for their loyalty, which keeps them coming back.
- A third do so because they prefer the products from their chosen supermarket to the ones available at alternative stores.
But how do you know whether or not you’re getting the best deal possible on your weekly shop? Well, 46% of shoppers believe they could be getting their groceries cheaper at a different supermarket but prefer the convenience of the one they frequent.
However, groceries are a lot like taxes: paying for them is a fact of life but you don’t necessarily have to pay through the nose if you’re clever. Nor do you need to settle for sub-par fruit and veges – there’s a happy middle ground available for everyone.
With that in mind, we’ve rated supermarkets in our most recent customer satisfaction survey to lend a hand. In it, we asked average Australians to review their grocery shopping experience and then compiled those ratings here.
ALDI has proved the cream of the crop for another year, securing our Most Satisfied Customers Award – Supermarkets for the third time.
The brand once again faced off against worthy competitors – Coles, Woolworths, IGA and Foodland. Despite the fact that many of these competing brands tallied top ratings, only ALDI secured five stars in the all-important area of overall satisfaction.
It’s hard to believe that ALDI has only been a presence in Australia since 2001 – a paltry amount of time compared to some of the other supermarket heavyweights. In that short time, however, the brand has certainly made an impression on Australian shoppers, securing Canstar Blue awards in many categories over the years.
The award-winning company secured top ratings for overall satisfaction, value for money, layout of supermarket store, available deals and specials, and the freshness of its fruits, vegetables and meats. The brand also picked up a four-star rating for customer service, and a three-star rating for the variety of its available products.
When it’s not producing TV advertisements with your favourite classic rock musicians, Coles is busy offering a complete supermarket experience for Australian consumers. In 2014, the brand celebrates its centenary – and we can add to that milestone with several five-star ratings!
Coles received five stars for its customer service / accessibility of staff, its variety of available products and the layout of its stores – some of which have been recently revamped during a brand refresh. It also finished with several four-star ratings, for deals and specials, freshness of food, overall satisfaction and value for money.
The “Mighty South Aussies”*, Foodland is an award-winner in this category from 2013, and the company has achieved great results again for 2014. Foodland customers are most satisfied with the customer service of their supermarket, store layout and the freshness of the fruit, meat and veg.
The brand received five stars in these areas, and four stars for overall satisfaction, value for money and product variety. Foodland also received two stars for the deals and specials it advertised to customers.
*While predominantly active in South Australia, Foodland also has stores in the Northern Territory and New South Wales.
One of the key things to note about IGA is that it doesn’t produce an identical shopping experience across all its stores, but rather tailors each one to the community it serves. That said, you can expect a shopping experience from IGA that delivers everything you’ll need for the week ahead.
The Independent Grocers of Australia received four star ratings for overall satisfaction, customer service, product variety, store layout and freshness of produce and foods. The company also received three stars for value for money and its deals/specials available to shoppers.
Woolworths Ltd is one of the largest companies in Australia and firmly puts the “super” in supermarket. The “fresh food people” have done well for themselves in this survey, finishing with a five-star rating for the variety of products available on shelves and another for the layout of stores. Woolworths also received four stars for overall satisfaction, customer service, deals/specials and freshness of food. Additionally, it secured three stars for value for money.
How we rated supermarkets
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, 2,443 customers.
Each brand must have received at least 30 responses in order 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.