Compare Supermarkets in New Zealand at Canstar Blue. Compare supermarkets in New Zealand at Canstar Blue. PAK’nSAVE, Countdown, Four Square, FreshChoice, New World and SuperValue were compared on Overall Satisfaction; Customer Service; Deals and Specials Available; Food Freshness; Layout and Presentation of Store; Value for Money, and Variety of Products.

See our Ratings Methodology.

Most Satisfied Customers | PAK’nSAVE

PAK’nSAVE rated number one for customer satisfaction.

PAK’nSAVE: Kiwis’ Favourite Supermarket Brand

Canstar Blue’s research reveals that PAK’nSAVE is the real deal when it comes to supermarket shopping.

Few people would say that supermarket shopping is top of their list of fun experiences. If you’re dragging around a couple of kids, it can be especially loathsome! But alone and unencumbered, cruising the aisles looking at products can afford a little peaceful me-time in the middle of a hectic day. And, thankfully, most trips to the supermarket are usually pretty hassle free.

But some store chains do offer a superior shopping experience: from better prices and wider ranges of goods, to improved customer service.

So as part of our mission to inform NZ consumers of the best supermarket chains, Canstar Blue canvassed the opinions of 2127 New Zealanders who had made a purchase from a supermarket in the past six months, across a range of categories to measure and track their satisfaction.

To decide which supermarket chain offers the best level of customer satisfaction, each was rated across the following categories:

  • Overall Satisfaction
  • Customer Service and Accessibility of Staff
  • Deals and Specials Available
  • Freshness of Fruit, Vegetables and Meat
  • Layout and Presentation of Store
  • Value for Money
  • Variety of Products

Coming out on top for the second year in a row, and winning Canstar Blue’s award for Most Satisfied Customers | Supermarkets is PAK’nSAVE. The home of Stickman is the only supermarket in our survey to receive an Overall Satisfaction rating of 5 Stars. It earns additional 5 Stars for Deals and Specials Available and for the all-important category of Value for Money.

New World, which like PAK’nSAVE and Four Square, is also owned by the Foodstuffs co-operative, achieved 5-Star ratings for Store Layout & Presentation, Customer Service and Food Freshness and an Overall Satisfaction rating of 4 Stars.

Main rival Countdown only achieved one 5-Star rating, for Variety of Products, but matched New World with a 4-Star Overall Satisfaction rating.


What Kiwis Want from their Supermarkets

Generally, across all of Canstar Blue’s consumer research, Value for Money is the top concern for Kiwi shoppers. However, this year’s research into supermarkets has thrown a bit of a curveball. Last year Value for Money was by far the most important category (27%), but this year it’s slipped into third place (17%), just behind both Store Layout/Presentation and Variety of Products.

While Value for Money is obviously still a major concern, it appears the whole shopping experience – getting what you want and easily – has become a major factor driving our levels of supermarket satisfaction. Overall, the main drivers of satisfaction:

Drivers of satisfaction %
Store Layout/Presentation 18%
Variety of Products 18%
Value for Money 17%
Customer Service 16%
Deals & Specials 16%
Food Freshness 14%

Our Supermarket Habits, Revealed

While getting a bargain might not be driving supermarket shoppers’ satisfaction levels, it’s still a major concern. Well over half (64%) of those in our latest research always choose the money-saving options, for example supermarket own brands or special deals.

These are choices driven, in part, by the increased cost of many supermarket staples: 40% of our respondents say they’re cutting back on non-essential food items due to the rising cost of pantry basics.

And when it comes to weekly supermarket spending, most of us fall into three price brackets:

  • Under $100: 25%
  • $100-$199: 44%
  • $200-$299: 20%

So how much are you spending at the supermarket each week? And are you happy with the brands and service that you receive? If you live near a big supermarket, it can be quite easy to fall into the habit of visiting the store because it’s close and handy. But you could be paying dearly for the sake of a few more minutes in the car.

Over a year, a few dollars of savings each week on your grocery bill can really add up. So, if you’re wondering if you could be getting a better deal on your weekly shop, why not check out the savings at PAK’nSAVE – NZ’s favourite supermarket and the winner of Canstar Blue’s award for Most Satisfied Customers | Supermarkets for the second year in a row.


Key statistics

I always choose money-saving options: 64%

I’m cutting back on non-essential food items due to the rising cost of staple items: 40%

Environmental issues guide my supermarket choices: 19%

I increasingly shop online: 18%

None of the above: 16%

I avoid talking to people I know in the aisles: 15%

I allow my children to eat produce before I’ve paid for it: 5%

Average spend

Under $100: 25%

$100-$199: 44%

$200-$299: 20%

$300-$399: 6%

$400-$499: 2%

$500 or more: 1%

Checkout preference

Self-service checkout: 39%

Cashier/staffed checkout: 61%

Canstar Blue surveyed 2552 New Zealand consumers across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results from customers who had made a purchase from a supermarket in the past six months. In this case, 2127 New Zealanders. Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then by mean overall satisfaction. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.





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