Original article by Roy Morgan
Market Research Update – Page: Online : 8-May-24
Amidst a massive cost of living crisis, calls for an inquiry into allegations of price gouging and heightened media coverage of profit announcements, trust for Australia’s supermarkets has been decimated. Coles has plummeted 221 places from its December 2023 ranking as Australia’s 5th most trusted brand to become the 9th most distrusted brand (on a 12-month rolling average to March 2024). Woolworths has in turn dropped 32 places from its December 2023 ranking as Australia’s 2nd most trusted brand to become the nation’s 34th most trusted brand in March. Roy Morgan CEO Michele Levine says we have been tracking trust and distrust of brands in Australia for more than seven years, but we have never seen a reputational crash as dramatic as Coles and Woolworths. This is in direct contrast to the soaring reputational trust that they gained during the pandemic. Roy Morgan’s data reveals even more dramatic declines in the coming months; its best estimate is that it will take the two supermarket brands at least two years to recover from such a dramatic reputational crash, and only if they can develop and execute a data-driven recovery strategy that is built on much more than PR and spin.
CORPORATES
ROY MORGAN LIMITED, COLES GROUP LIMITED – ASX COL, WOOLWORTHS GROUP LIMITED – ASX WOW