Evgenia Koptyug
Research expert covering the German market
Aldi customers in Germany - statistics & facts
Aldi is a leading discounter supermarket chain in Germany. Discounters offer various products besides food items at lower prices compared to other retailers. Aldi was the most popular discounter supermarket in Germany in 2021, ahead of Lidl and Netto. Around 61 percent of surveyed consumers had shopped at Aldi in the last six months. The company was also ranked among the ten leading retailers in Germany, based on revenue.
Aldi customers surely appreciate a good deal and value for money, being discounter shoppers, but that does not mean they do not pay attention to the quality of the products they purchase. Various consumer surveys conducted among the group reflect this. 32 percent of Aldi customers agreed with good food and drink playing an important role in their lives. They also placed significance on healthy eating, even if purchasing such food meant spending more money. To varying degrees, Aldi customers also paid attention to quality seals and information on the eco-friendliness of a product when shopping.
It may depend on the product, but Aldi customers generally tend to pay more attention to the price than the brand when they go to the supermarket. When buying deep-frozen food, almost 57 percent looked at the price first. However, in the case of chocolate, for example, there was no large disparity between whether the brand or the price was the decisive factor for a purchase. Regarding shopping frequency, almost 57 percent of Aldi customers made grocery runs several times a week, while about 31 percent shopped for groceries once a week.
Aldi customers surely appreciate a good deal and value for money, being discounter shoppers, but that does not mean they do not pay attention to the quality of the products they purchase. Various consumer surveys conducted among the group reflect this. 32 percent of Aldi customers agreed with good food and drink playing an important role in their lives. They also placed significance on healthy eating, even if purchasing such food meant spending more money. To varying degrees, Aldi customers also paid attention to quality seals and information on the eco-friendliness of a product when shopping.
It may depend on the product, but Aldi customers generally tend to pay more attention to the price than the brand when they go to the supermarket. When buying deep-frozen food, almost 57 percent looked at the price first. However, in the case of chocolate, for example, there was no large disparity between whether the brand or the price was the decisive factor for a purchase. Regarding shopping frequency, almost 57 percent of Aldi customers made grocery runs several times a week, while about 31 percent shopped for groceries once a week.
