Consumers increasingly dissatisfied with what’s on the shelf

Aldi is at the back of the pack when it comes to which supermarkets are stocking the brands consumers want, with just 29 percent of the chain's customers satisfied with what's available.

According to Roy Morgan Research, Woolworths is leading the way, with 56 percent of its customers saying the supermarket giant stocks the brands they want, although this figure is seven percent below the store's peak in October 2011.

Following closely behind is Coles, with 52 percent of its customers content with what's on the shelves, down nine percent since June 2011.

Next is IGA at 48 percent, and Aldi comes in at last with 29 percent (see graph below).

Geoffrey Smith, general manager – consumer products, Roy Morgan Research, said the rise of private label products has played a hand in these findings.

"Over the last few years, an increasing number of well-known brands have been replaced on supermarket shelves with store’s own home brands—and it appears shoppers are noticing the absence of the brands they want in Coles, Woolworths and IGA," he said.

"ALDI stores carry products that are mostly home brands with a sprinkling of market leading brands in selected categories. Their shoppers have always been more likely to seek out their favourite brands in addition to their ALDI purchases. The surprise is that Coles, Woolworths and IGA stores, with their much larger product range, are not perceived by more of their customers as having the brands they want."

Despite today's consumers becoming increasingly dissatisfied with supermarkets' product range, another round of research conducted by Roy Morgan recently found that Coles and Woolworths are leading the way in milk sales, with their private label milk products the most popular amongst consumers.


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