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Supermarket satisfaction survey review

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Last updated: 10 May 2021
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When it comes to sheer numbers of stores and geographical spread, it's hard for other supermarket chains to compete with Australia's two major players, Coles and Woolworths. But there's more to attracting and keeping customers than simply having lots of stores. You need to provide a positive shopping experience too. 

So which supermarket chains have the most satisfied customers?

We asked more than 3100 supermarket shoppers to tell us what they really think of their supermarket, so we can tell you which are the best – and the worst.

  • Our supermarket satisfaction article gives a detailed explanation of how we survey, our scores and results. Read it to better understand more about what shoppers like and don't like about Australian supermarket chains and supermarket shopping more generally.
  • Be the first to know about more free results like these, .
  • Click 'Read more' below to see at a glance how we survey.
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How we survey

We ask shoppers to rate the supermarket(s) where they shop against 19 different criteria (see below) on a 7-point scale ranging from 'excellent' to 'terrible', and then we convert these numbers to a percentage score. We also ask them to rate their overall shopping experience in their supermarket(s) and we report this as the overall score for customer satisfaction. The scores for individual criteria aren't incorporated in the overall score. Additionally we ask if they'd recommend their supermarket(s). 

We only include results for supermarket chains that have a minimum 30 completed surveys specific to that chain. We don't include responses from people who shop in-store in a supermarket less often than once a month. 

A total of 3182 Voice Your Choice members across Australia took part in this survey, which we conducted in February and March 2021.

We asked survey respondents to rate their supermarket for:

  • Range of products and brands available 
  • Availability of locally produced food products 
  • Quality of supermarket's own brand products 
  • Quality of fresh produce 
  • Value for money 
  • Amount and availability of specials and discounts 
  • Stock turnover (food products are within use by and best before dates) 
  • Product availability (shelves are stocked with items as labelled) 
  • Opening hours 
  • Ease of parking 
  • Ease of locating items you want 
  • Availability of staff when you need assistance 
  • Helpfulness of staff (e.g. checkout, refund/exchange, assistance) 
  • Ease of use of shopping trolleys/baskets 
  • Speed of checkout 
  • Availability of your preferred type of checkout (self-service, staff assisted)
  • Ease of using self service checkout
  • Store appearance and layout 
  • Clarity of unit-pricing signage (i.e. price of a product per 100g)
Matthew Steen
By Rachel Clemons
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List of brands we tested in this review.

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ACT

NSW

NT

QLD

SA

TAS

VIC

WA

Included in this review

Members-only access
  • Range of products and brands available score
  • NSW
  • NT
  • Value for money score
  • Best for
  • Number of stores
  • Helpfulness of staff score
  • Store locations
  • Percentage would recommend
  • QLD
  • Ease of use of shopping trolleys and baskets score
  • TAS
  • ACT
  • Model
  • Amount and availability of specials and discounts score
  • Ease of parking score
  • Clarity of signage showing unit pricing score
  • Availability of staff when you need assistance score
  • Stock turnover score
  • Recommended
  • Ease of locating items you want score
  • Product availability score
  • Store appearance and layout score
  • Speed of checkout score
  • Overall score
  • Brand
  • Availability of your preferred type of checkout score
  • Worst for
  • Quality of supermarket own brand products score
  • WA
  • Opening hours score
  • Ease of using self-service checkout score
  • Quality of fresh produce score
  • Availability of locally produced food products score
  • SA
  • VIC
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Foodland supermarket chain

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Foodland supermarket chain
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We ask survey respondents to rate their overall shopping experience in their supermarket(s) on a 7-point scale ranging from 'excellent' to 'terrible'. We convert these numbers to a percentage score and report this as the overall score for customer satisfaction.

82 %
Percentage would recommend 96%
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The percentage of survey respondents that shop at this supermarket who would recommend it to a friend.
Value for money score 65%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Number of stores >90
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The number of retail stores operated under this supermarket brand.
Helpfulness of staff score 84%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Quality of fresh produce score 78%
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Based on shoppers' rating. For scoring details see 'How we survey'.
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Drakes supermarket chain

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Drakes supermarket chain
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We ask survey respondents to rate their overall shopping experience in their supermarket(s) on a 7-point scale ranging from 'excellent' to 'terrible'. We convert these numbers to a percentage score and report this as the overall score for customer satisfaction.

79 %
Percentage would recommend 93%
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The percentage of survey respondents that shop at this supermarket who would recommend it to a friend.
Value for money score 68%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Number of stores >60
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The number of retail stores operated under this supermarket brand.
Helpfulness of staff score 84%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Quality of fresh produce score 73%
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Based on shoppers' rating. For scoring details see 'How we survey'.
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Harris Farm Markets supermarket chain

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Harris Farm Markets supermarket chain
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ÐÓ°ÉÂÛ̳Score
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We ask survey respondents to rate their overall shopping experience in their supermarket(s) on a 7-point scale ranging from 'excellent' to 'terrible'. We convert these numbers to a percentage score and report this as the overall score for customer satisfaction.

78 %
Percentage would recommend 93%
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The percentage of survey respondents that shop at this supermarket who would recommend it to a friend.
Value for money score 62%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Number of stores 29
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The number of retail stores operated under this supermarket brand.
Helpfulness of staff score 74%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Quality of fresh produce score 87%
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Based on shoppers' rating. For scoring details see 'How we survey'.
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Aldi supermarket chain

Aldi supermarket chain
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We ask survey respondents to rate their overall shopping experience in their supermarket(s) on a 7-point scale ranging from 'excellent' to 'terrible'. We convert these numbers to a percentage score and report this as the overall score for customer satisfaction.

75 %
Percentage would recommend 97%
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The percentage of survey respondents that shop at this supermarket who would recommend it to a friend.
Value for money score 84%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Number of stores >500
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The number of retail stores operated under this supermarket brand.
Helpfulness of staff score 73%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Quality of fresh produce score 69%
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Based on shoppers' rating. For scoring details see 'How we survey'.
3.3 (4 member reviews)
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Costco supermarket chain

Costco supermarket chain
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ÐÓ°ÉÂÛ̳Score
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We ask survey respondents to rate their overall shopping experience in their supermarket(s) on a 7-point scale ranging from 'excellent' to 'terrible'. We convert these numbers to a percentage score and report this as the overall score for customer satisfaction.

75 %
Percentage would recommend 93%
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The percentage of survey respondents that shop at this supermarket who would recommend it to a friend.
Value for money score 75%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Number of stores 13
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The number of retail stores operated under this supermarket brand.
Helpfulness of staff score 72%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Quality of fresh produce score 73%
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Based on shoppers' rating. For scoring details see 'How we survey'.
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IGA/Supa IGA supermarket chain

IGA/Supa IGA supermarket chain
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ÐÓ°ÉÂÛ̳Score
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We ask survey respondents to rate their overall shopping experience in their supermarket(s) on a 7-point scale ranging from 'excellent' to 'terrible'. We convert these numbers to a percentage score and report this as the overall score for customer satisfaction.

74 %
Percentage would recommend 88%
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The percentage of survey respondents that shop at this supermarket who would recommend it to a friend.
Value for money score 58%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Number of stores >1300
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The number of retail stores operated under this supermarket brand.
Helpfulness of staff score 78%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Quality of fresh produce score 69%
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Based on shoppers' rating. For scoring details see 'How we survey'.
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FoodWorks supermarket chain

FoodWorks supermarket chain
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ÐÓ°ÉÂÛ̳Score
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We ask survey respondents to rate their overall shopping experience in their supermarket(s) on a 7-point scale ranging from 'excellent' to 'terrible'. We convert these numbers to a percentage score and report this as the overall score for customer satisfaction.

72 %
Percentage would recommend 89%
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The percentage of survey respondents that shop at this supermarket who would recommend it to a friend.
Value for money score 53%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Number of stores >370
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The number of retail stores operated under this supermarket brand.
Helpfulness of staff score 83%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Quality of fresh produce score 71%
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Based on shoppers' rating. For scoring details see 'How we survey'.
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Woolworths supermarket chain

Woolworths supermarket chain
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ÐÓ°ÉÂÛ̳Score
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We ask survey respondents to rate their overall shopping experience in their supermarket(s) on a 7-point scale ranging from 'excellent' to 'terrible'. We convert these numbers to a percentage score and report this as the overall score for customer satisfaction.

71 %
Percentage would recommend 83%
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The percentage of survey respondents that shop at this supermarket who would recommend it to a friend.
Value for money score 61%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Number of stores 995
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The number of retail stores operated under this supermarket brand.
Helpfulness of staff score 72%
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Based on shoppers' rating. For scoring details see 'How we survey'.
Quality of fresh produce score 67%
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Based on shoppers' rating. For scoring details see 'How we survey'.
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Coles supermarket chain

Coles supermarket chain
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ÐÓ°ÉÂÛ̳Score
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We ask survey respondents to rate their overall shopping experience in their supermarket(s) on a 7-point scale ranging from 'excellent' to 'terrible'. We convert these numbers to a percentage score and report this as the overall score for customer satisfaction.

69 %
Percentage would recommend 82%
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The percentage of survey respondents that shop at this supermarket who would recommend it to a friend.
Value for money score 59%
Expand to view more details.
Based on shoppers' rating. For scoring details see 'How we survey'.
Number of stores >800
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The number of retail stores operated under this supermarket brand.
Helpfulness of staff score 71%
Expand to view more details.
Based on shoppers' rating. For scoring details see 'How we survey'.
Quality of fresh produce score 66%
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Based on shoppers' rating. For scoring details see 'How we survey'.
2.7 (3 member reviews)
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Friendly Grocer supermarket chain

Friendly Grocer supermarket chain
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ÐÓ°ÉÂÛ̳Score
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We ask survey respondents to rate their overall shopping experience in their supermarket(s) on a 7-point scale ranging from 'excellent' to 'terrible'. We convert these numbers to a percentage score and report this as the overall score for customer satisfaction.

67 %
Percentage would recommend 82%
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The percentage of survey respondents that shop at this supermarket who would recommend it to a friend.
Value for money score 54%
Expand to view more details.
Based on shoppers' rating. For scoring details see 'How we survey'.
Number of stores >240
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The number of retail stores operated under this supermarket brand.
Helpfulness of staff score 73%
Expand to view more details.
Based on shoppers' rating. For scoring details see 'How we survey'.
Quality of fresh produce score 69%
Expand to view more details.
Based on shoppers' rating. For scoring details see 'How we survey'.
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