Supermarkets

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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 and Accessibility of Staff; Deals and Specials Available; Freshness of Fruit, Vegetables and Meat; 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 Supermarkets are the Real Deal

Canstar Blue’s research reveals that Kiwis love packing the aisles at PAK’nSAVE.

Supermarket shopping is widely regarded as a chore, and many of us gladly avoid trawling supermarket aisles with bags for life in tow. But over recent months, the ease and efficiently of the supermarket shopping that we enjoy here in New Zealand has been brought into perspective.

Queuing for over an hour, only to find a lack of household essentials on the shelves has been a clear reminder that we shouldn’t take supermarkets, or their thousands of dedicated staff, for granted.

Thankfully, a trip to the supermarket is usually 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 2512 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 and winning Canstar Blue’s award for Most Satisfied Customers | Supermarkets was PAK’nSAVE. The home of Stickman was the only supermarket in our survey to receive an Overall Satisfaction rating of Five Stars. It earned additional Five Stars for Deals and Specials Available, Value for Money and Variety of Products.

New World, which won Four Stars for Overall Satisfaction, achieved three Five-Star ratings, for: Freshness of Fruit, Vegetables and Meat; Layout and Presentation of Store, and Variety of Products.

Countdown and SuperValue also placed highly, each achieving a Four-Star rating for overall satisfaction thanks to a strong showing across the board.

What Customers’ Want

Supermarket customers want value for money! Who would have guessed that? But what is surprising about what consumers want from their supermarket visit is how highly customer service rates when it comes to overall satisfaction: scoring nearly double that of the freshness of the fruit, vegetables and meat on offer! Overall, the main drivers of satisfaction are:

Drivers of satisfaction %
Value for Money 27%
Customer Service 19%
Store Layout/Presentation 17%
Deals and Specials 14%
Variety 13%
Produce Freshness 10%

Our Supermarket Habits, Revealed

According to the results of our survey, around half of Kiwis (48%) spend between $100-$200 at the supermarket each week. With 23% spending under $100 and 20% between $200-$299. These figures are represented pretty consistently across the country.

Despite the value placed on customer service, the split between those who prefer to use self-service check-outs (44%) or deal with a cashier (56%) is pretty even, too.

Avoiding plastic packaging is also pretty much a 50/50 split, with 53% of respondents avoiding plastic packaging while shopping. And as we traipse up and down those aisles, it’s not only excess packaging that many of us are trying to avoid. Just over a quarter of people in our survey (26%) say they avoid talking to anybody while shopping.

That’s something to keep in mind next time you’re in PAK’nSAVE, when you spot your neighbour ducking down the next aisle or intently gazing at the list of ingredients on a packet of breakfast cereal as you pass by!

Frequently asked questions

Canstar Blue surveyed 2588 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, 2512 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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