Australia’s love affair with a bargain is going strong with discount retailers The Reject Shop and Aldi coming out on top in a massive customer satisfaction survey.

Research firm Roy Morgan polled 60,000 shoppers from all over the country to find out which brands they loved best, and The Reject Shop took home the trophy for Discount Variety Store of the Year, its 11th consecutive win in the category.

Discount upstart Aldi has been crowned Supermarket of the Year, beating out behemoths Coles and Woolworths.

Roy Morgan chief executive Michele Levine said brands at “the forefront” of the country’s rising cost-of-living crisis scored well in the survey.

“The newest class of award winners in the retail categories have been at the forefront of dealing with the issue of cost of living amid high inflation and rising interest rates over the last year,” she said.

“As the country emerged from the pandemic restrictions during 2022, Australians went on an unprecedented spending spree which drove record retail sales and record profits for many retailers but also led to new challenges as supply chains were tested like never before.

“Now in its 11th year, the Roy Morgan Customer Satisfaction Awards are about rewarding Australian businesses with the highest levels of customer satisfaction.

“Winners of the annual award have been capable of not only reaching high levels of satisfaction but also being able to maintain those levels despite fierce competition from other companies within their category.”

Reject Shop’s win is more good news for the ASX-listed company, which has been on an upswing in 2023.

Year-to-date, its share price has risen nearly 30 per cent to sit at $5.56 compared with a 0.2 per cent decline for the All Ordinaries.

Aldi’s Supermarket of the Year victory is the multinational’s sixth in the category and third year in a row after previous wins in 2012, 2014, 2016, 2020 and 2021.

“Aldi’s performance was so good in 2022 that the company won all 12e monthly awards with an average customer satisfaction of 96.1 per cent,” Roy Morgan stated.

Myer has been crowned Australia’s Department Store of the Year, beating out arch rival David Jones, while Supercheap Auto nabbed the Auto Store of the Year award.

Australia’s most popular retail brands for 2022

  • Auto Store of the Year – Supercheap Auto
  • Coffee Shop of the Year – Muffin Break
  • Clothing Store of the Year – Suzanne Grae
  • Department Store of the Year – Myer
  • Discount Department Store of the Year – Costco
  • Discount Variety Store of the Year – The Reject Shop
  • Furniture/Electrical Store of the Year – JB Hi-Fi
  • Hardware Store of the Year – Bunnings Warehouse
  • Chemist/Pharmacy of the Year – Chemist Warehouse
  • Quick Service Restaurant of the Year – Zambrero
  • Major Quick Service Restaurant of the Year – Subway
  • Liquor Store of the Year – Dan Murphy’s
  • Shoe Store of the Year – Skechers
  • Sports Store of the Year – Rebel
  • Supermarket of the Year – Aldi

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