Aldi Attracts a Million New Customers with Affordable Own-Brand Ranges


According to the head executive for Aldi in the United Kingdom and Ireland, a tumultuous wave in economic circumstances has definitively shifted the shopping behaviours of consumers. Giles Hurley reports that an increased number of shoppers are purchasing more supermarket own label products than ever before, and predicts that this trend will remain steadfast.

These own label ranges, known for their affordability compared to branded products, are seeing an unprecedented surge in popularity as consumers devise innovative ways to tighten their belts and conserve money. Aldi, which in the last year surpassed Morrisons to claim a coveted spot as the UK’s fourth-largest supermarket, and its competitor Lidl have observed the most significant growth this year.

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Currently, own label products, those marketed under a supermarket’s own brand, account for over half of all purchased items in terms of monetary value. Hurley amplifies this point, highlighting that when measured in volume, the figure skyrockets and these products are currently proliferating at double the rate of branded goods.

Aldi and Lidl’s product ranges are predominantly comprised of own label items. Hurley reveals that Aldi has experienced an increase of nearly a million customers within the past year, with two out of three UK households favouring the chain for their grocery needs.

The latest financial figures for Aldi revealed a significant increase of close to £2bn in UK sales, settling at £15.5bn, and operating profit reached a dramatic £178.7m. This increase is in stark contrast to other major supermarkets which have seen a drop in profits and highlights the importance of economic resilience during testing times.

Aldi’s strategy and trajectory have not gone unnoticed. The company now aims to increase the number of UK stores from 1200 to a goal of 1500, demonstrating a commitment to serve customers with greater reach and enhanced convenience.

Despite these successes, however, questions remain as to whether, post cost-of-living crisis, shoppers will continue to frequent Aldi. Some analysts suggest that more affluent shoppers might revert to more expensive, branded products.

Despite these speculations, many experts, including retail pundit Catherine Shuttleworth, point out that brands will have to maximize their marketing campaigns for consumers to agree that their products are worth the extra dollars. She insists that our frugal tendencies adopted during this economic crisis is not a temporary phase but a permanent behavioural change.

A visit to an Aldi outlet in Leicester, where they are experimenting with energy-saving strategies such as chiller doors on fresh produce, provides insight into the company’s innovation and commitment to sustainability.

Amid cut-throat competition from giants like Tesco and Sainsbury, asserting their presence through price-matching schemes – Aldi stands unfazed. Hurley’s motto remains that Aldi “will never be beaten on price.”

While the supermarket landscape remains charged and price inflation stubborn, Aldi promises customer-friendly price reductions in the foreseeable future.

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