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Aldi, Woolies or Coles? Australia’s fave supermarket revealed

·3-min read
Aldi has won the crown for having the most satisfied customers. (Source: Getty)
Aldi has won the crown for having the most satisfied customers. (Source: Getty)

Aldi has once again beaten rivals Coles and Woolworths in having the most satisfied customers of all the supermarket giants.

The German-headquartered supermarket chain has won Canstar Blue’s Most Satisfied Customer Awards in the supermarket category for 2021, meaning it’s held onto its crown for the fourth year in a row and has won the title nine years out of 11.

Aldi received the full five star rating from shoppers across value for money; store layout and presentation; product variety; freshness of fruit; veggies and meat; quality of supermarket brand products; customer service, and special deals.

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Woolworths came second place, at four stars for overall satisfaction, with Coles and IGA in third and fourth place respectively.

“Aldi is known for its Special Buys, which could be a driver of its strong brand loyalty, as 66 per cent of people tell us that they pay attention to supermarket special offers and promotions,” said Canstar Blue expert Megan Birot.

Aldi buying director Simon Padovani-Ginies said this year’s win came down to high quality and low prices.

“Our commitment to providing the highest-quality products at incredibly low prices is clearly resonating with our customers and is something we are extremely proud of,” Padovani-Ginies said.

However, although Aldi is the one to beat in terms of customer satisfaction, Woolworths has the lead over Coles and Aldi in being Australia’s most-trusted brand.

Canstar’s survey found 91 per cent of Aussies shopped at the same supermarket, even though a fifth said they could save more money by shopping elsewhere.

Convenience and supermarket location was the top reason for supermarket loyalty, according to Canstar. Many locked down COVID-19 hotspots at the moment are not permitted to travel outside 5km of their home.

And despite panic buying leading to nearly half of shoppers missing out on essential items they needed, Aussies on the whole have been happy with supermarket workers, Birot said.

MELBOURNE, AUSTRALIA - JULY 8, 2020: As Melbourne shuts down for a second time, empty fruit and vegetable shelves become common in Australian supermarkets. This is due to the rapid rises in cases of Coronavirus or COVID-19.- PHOTOGRAPH BY Chris Putnam / Barcroft Studios / Future Publishing (Photo credit should read Chris Putnam/Barcroft Media via Getty Images)
Aldi shoppers emptied shelves during Australia's many lockdowns. (Photo credit should read Chris Putnam/Barcroft Media via Getty Images)

“Supermarkets and their teams of hundreds of thousands of employees across the country have been praised by Aussie shoppers for their COVID-19 response, with 61 percent of the shoppers surveyed saying they were pleased with their supermarket’s efforts,” she said.

Surprisingly, while nearly a third of Aussies are avoiding the supermarket, the take-up of online shopping and click-and-collect is only at 7 per cent and 6 per cent, according to Canstar.

More than four in 10 Australians also said they wanted to see more efforts from supermarkets to reduce their plastic.

Aldi, Coles and Woolworths have all announced their own sustainability efforts recently, with Aldi’s commitment to zero waste to landfill by 2025 drawing praise from Federal Minister for Environment Sussan Ley.

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