Skip to content   Skip to footer navigation 

Local brands dominate supermarket survey: CHOICE.com.au

Local brands are the big winners in the first CHOICE Supermarket Satisfaction Survey - with NSW's Harris Farm Markets and SA's Foodland taking out the top spots.

Read more: CHOICE.com.au/supermarkets

"The big lesson for Australian supermarkets is that fresh and local food matters" says CHOICE.com.au Food Expert Rachel Clemons.

"Over 2,800 people from the CHOICE community volunteered their time to tell us what they like and don't like at their local supermarket. We asked them about everything from store presentation to value for money. The CHOICE community is renowned for being informed, discerning and savvy shoppers, so well done to the brands that impressed."

Here's how Australian supermarkets ranked for overall satisfaction in the CHOICE Supermarket Satisfaction Survey:

  1. Foodland (overall score 82%)
  2. Harris Farm Markets (81%)
  3. Costco (76%)
  4. Aldi (74%)
  5. IGA/Supa IGA (73%)
  6. FoodWorks (71%)
  7. Woolworths (69%)
  8. Coles (67%)

It's not all bad news for the big brands however, with Woolworths and Coles recently receiving high scores from CHOICE for their online delivery services.

Shoppers want locally produced products

Buying local is a priority for many shoppers, whether it be to reduce food miles, support local producers or for other reasons. 45% of our survey respondents told us they were frustrated by the lack of locally produced products at their supermarkets.

Rita from NSW told us that "instead of stocking so many brands, supermarkets should concentrate on stocking fresher and locally produced produce"

What are the biggest supermarket gripes?

CHOICE compiled a list of 13 common supermarket gripes. This list included everything from poor accessibility and confectionery near the checkouts, to issues with self-service checkouts and difficulty finding a parking spot.

Some respondents called out supermarkets for too much of a focus on price and forgetting other important aspects. Wayne from Victoria told us "supermarkets believe it is all about 'the lowest price' when to me it is more about range, quality and service."

Here are the top five frustrations of supermarket shoppers:

  1. Too much packaging on products (54%)
  2. Lack of locally produced products (45%)
  3. Long wait at the checkout (43%)
  4. Products being unavailable / sold out (42%)
  5. Lack of staff member to provide assistance (37%)

An embeddable infographic of supermarket gripes is available for use here.

Media contact: Jonathan Brown, 0430 172 669 - media@choice.com.au

Margaret Rafferty and Jonathan Brown are available for TV comment.

Rachel Clemons is available for radio and print comment.

Available for download on Dropbox:

  • More detailed survey results
  • SA media release
  • NSW media release
  • Video, audio and photo assets