Foodland tops customer satisfaction survey

ALDI has lost its crown. For the first time in three years, the German discount chain has lost the top spot in customer satisfaction rankings.

Foodland has the most satisfied customers, according to Canstar. Picture: Bianca De Marchi

ALDI has lost its crown.

For the first time in three years, the German discount chain has lost the top spot in consumer research firm Canstar’s supermarket satisfaction survey, with South Australian grocer Foodland now boasting the most satisfied customers.

The rankings, based on a survey of 2931 shoppers conducted by Colmar Brunton, gave Foodland five stars for customer service, store layout, food freshness, product variety and overall satisfaction in 2017.

Foodland, owned by Metcash, received four stars in the remaining three categories, value for money, special deals and quality of private label products.

“When it comes to supermarkets, all you ever hear about is the so called ‘price war’ between the big three — Coles, Woolworths and Aldi — with price reductions on anything from fruit to meat often deemed worthy of the evening news,” Canstar said.

“But in South Australia at least, another supermarket chain is making its presence felt, to the extent that it has now dethroned Aldi at the top of our national customer satisfaction ratings.

“Some supermarkets are known for low prices, while others are known for quality products. But the reality is that supermarkets need to hit all the right notes to keep their customers happy. It appears that Foodland has managed to strike the right balance. We all want to save money, but we also want an enjoyable shopping experience.”

Aldi scored four stars for overall satisfaction, but scored top marks for special deals and value for money. IGA also scored four stars overall, while Coles and Woolworths rated three stars.

Survey respondents spent an average of $136 a week at the supermarket, 39 per cent do all of their shopping at the same chain, 28 per cent have switched supermarkets in the past 12 months, and 49 per cent think they could save money by shopping at a different supermarket.

Woolworths holds 33.6 per cent of Australia’s $105.3 billion supermarket sector, according to market research firm IBISWorld, followed by Wesfarmers on 29.3 per cent, Aldi on 8.9 per cent and Metcash on 7.1 per cent.

[e-mail]