Supermarket Christmas Awards 2019
Christmas is an important time of the year for the supermarkets, but it’s an even more important time for Australian consumers who want the best food for their festive feasts.
That’s why Canstar Blue produces an annual review of supermarket Christmas food products, inviting more than 1,800 shoppers to report their satisfaction with the ham, turkey, Christmas pudding, pavlova base and mince pies that they purchased in the lead-up to the big day.
“This is all about finding out which supermarket got it right for Christmas,” said Canstar Blue Editor, Simon Downes. “Consumers put their trust in the supermarkets to serve up some quality food for them, their family and their guests at Christmas, and of course there’s no last-minute rush to the store if things go wrong.
“While the Christmas food shop includes so many different items – and people will have their own preferences – we wanted to focus specifically on the products that really make an Aussie Christmas, and allow consumers to reflect on the value they got from their purchases. It may help them make a better decision on where to spend their festive dollar next year.”
Survey respondents were asked to identify which Christmas foods they had purchased – and from where – and then rate their satisfaction with the products on a scale of 1 to 10. The ratings include feedback from Coles, Woolworths, ALDI, IGA, Costco and Foodland, although not all supermarket chains are represented in all categories.
The supermarket with the highest satisfaction score in each category takes out the award. In the second year of these ratings, this is what we found.
Leg Ham Award Winner – Woolworths
Woolworths was the best-rated supermarket for leg ham at Christmas, leading the way from Coles in second place and ALDI in third. Foodland finished in fourth spot, with Costco in fifth and IGA sixth.
Woolworths and Coles scored five-star ratings for freshness, while ALDI achieved five stars for value for money. Most importantly, Woolies and Foodland both achieved top marks for taste.
Outside the results, the survey found that more Aussies are enjoying ham outside the Christmas period, with the number who generally don’t eat ham during the rest of the year dropping from 30% to 22% in 12 months. It seems like most families also got it right with the quantity, with only 7% reporting they didn’t have enough ham at Christmas, while only 16% threw out leftovers.
Turkey Award Winner – ALDI
ALDI proved a clear winner for turkey at Christmas this year, with Coles serving up the next best-rated option. Woolworths followed closely behind in third place, while last year’s winner IGA rounded out the results in fourth spot. It’s worth noting that Coles and Woolworths both impressed consumers when it came to taste and freshness, both scoring top marks in these areas alongside ALDI. However, ALDI was the only supermarket chain to earn five stars for value for money.
While turkey might still be considered a Christmas meat, it seems Aussies are finding fewer reasons to reserve it for just the festive season. Much like the leg ham, the number of survey respondents who said they generally don’t eat turkey during the rest of the year has dropped from 60% to 42% over the last 12 months.
More families have also perfected the art of selecting a turkey, with only 10% wishing they had purchased a different sized turkey, and only 13% having to throw out leftovers. Similarly, it was the first time cooking a turkey for only 10% of respondents, meaning we’re becoming old hands when it comes to putting a turkey on the table.
Christmas Pudding Award Winner – ALDI
For the second year in a row, ALDI finished top of the tree for Christmas pudding. Coles rated just behind in second place, with Woolworths in third spot and IGA fourth. ALDI and Coles both scored five stars when it comes to taste and freshness.
There’s no doubt that Christmas pudding divides opinion, but of those surveyed, a whopping 71% of Aussies said they enjoy eating the fruity treat. But many families came prepared with a back-up plan, with 20% purchasing multiple puddings for the big day.
Whether you like Christmas pudding or not, they can be certainly hard to finish – as 10% of respondents found out, throwing out leftovers.
Pavlova Base Award Winner – Woolworths
Woolworths was the best-rated supermarket for pavlova, outranking Coles in second place. ALDI dropped to third spot after holding the title last year, with IGA rounding out the results in fourth. Woolies got top marks for taste and freshness, while ALDI was the only chain to score five stars on value for money. Coles achieved five stars for freshness.
It seems that many Aussies are happy to take the convenient option and buy their own pavlova base for big occasions, with just 13% of survey respondents reporting that they usually try and make their own. Although there were a few sticky claims around the table at Christmas time as one in 10 said they passed off their store-bought pavlova base as their own!
Mince Pies Award Winner – ALDI
Making it three out of five in our Supermarket Christmas Awards, ALDI once again stole the show when it comes to mince pies. Coles finished in second place, while Woolworths came in third and IGA rounded out the results in fourth. ALDI picked up five stars across all research variables – taste, value for money and freshness.
Like Christmas pudding, mince pies are another tasty Christmas treat that divides the nation. But of those surveyed, 78% said they enjoy eating mince pies, with 10% of respondents opting for the gluten-free range.
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Frequently Asked Questions
Canstar Blue surveyed 3,000 Australian adults across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results from customers within the survey group who have purchased and eaten supermarket branded food for Christmas festivities or holiday entertaining (note: this refers to supermarkets’ own brand products, not name-brand products purchased in a supermarket and not products purchased from an independent butcher, deli, baker, etc.) – in this case, 1,855 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. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then by mean overall satisfaction. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.
- Leg Ham 2018 – ALDI
- Turkey 2018 – IGA
- Christmas Pudding 2018 – ALDI
- Pavlova Base 2018 – ALDI
- Mince Pies 2018 – ALDI