ALDI SIMPLIFIES THE SHOPPING EXPERIENCE
LOW PRICES EVERY DAY AND A RETURN TO THE ESSENCE OF DISCOUNT
ALDI is returning to the principles that established its success around the world: low prices every day, a compact assortment, private labels at the heart of the offer and a simpler shopping experience, responding to the changing needs of Italian consumers.
Verona, 2 September 2026 – Eight years after entering the Italian market, ALDI, the international discount retailer, is entering a new phase of its development in Italy, looking back to the origins of the discount model it helped establish 100 years ago. The company is placing renewed emphasis on simplicity, affordability and efficiency, with the aim of making everyday shopping more convenient for Italian families.
Price, quality and trust are at the centre of this new phase. ALDI’s objective is to make its business model even more recognisable and competitive, based on a straightforward promise: offering customers quality products at low prices every day.
Since the beginning of 2026, ALDI has reduced the prices of more than 1,000 products, representing around half of its assortment. According to the company, the price reductions have generated total savings of more than €6 million for customers.
The figure is calculated by adding the saving generated for each reduced item – the difference between the old and new price – multiplied by sales volumes between 1 January and 30 June 2026.
The initiative represents a concrete effort to support Italian households, making quality products more accessible while delivering savings that customers can see directly. ALDI is communicating the reductions clearly through its stores, leaflets and other customer touchpoints.
Affordability has always been one of ALDI’s defining characteristics and is supported by an efficient operating model based on a carefully selected, compact assortment, simplified logistics, rationalised store layouts and strict cost control throughout the supply chain.
BACK TO BASICS: RETURNING TO THE ESSENCE OF DISCOUNT
At the heart of ALDI’s new commercial positioning is its “Back to Basics” approach, placing genuine value, simplicity and reliability at the centre of the customer proposition.
It represents a return to the fundamentals of the discount model, combined with a decisive focus on efficiency and essential products.
ALDI’s assortment contains approximately 2,000 product lines, allowing the retailer to concentrate its offer on the categories most relevant to customers’ everyday shopping needs.
Fresh food remains at the heart of ALDI’s proposition in Italy, supported by controlled supply chains, traceable origins, certifications and long-standing relationships with carefully selected suppliers.
Alongside fresh food, non-food is taking on an increasingly strategic role, becoming a more important part of the overall shopping experience.
EVERY DAY LOW PRICE: STABLE AND RELIABLE VALUE
At the centre of ALDI’s proposition is its Every Day Low Price model. Rather than requiring customers to constantly search for promotions, the approach is designed to provide convenience that is simple, transparent and consistent over time.
The model is based on efficiency. ALDI’s international scale and experience in highly competitive markets enable the group to optimise purchasing, processes and supply chains. Every decision is focused on removing unnecessary costs and transferring the resulting value to consumers.
Italian suppliers play an important role in this strategy. ALDI works with companies that share its approach to quality, reliability, innovation and supply-chain sustainability. In return, suppliers benefit from continuity, planning and opportunities for growth, including potential access to the international markets served by the ALDI Group.
PRIVATE LABEL AS A CORE PART OF THE ALDI IDENTITY
Private label is one of ALDI’s principal tools for building consumer trust, communicating its approach to quality and making high-quality products accessible every day.
Private-label products now account for more than 85% of the assortment. They allow ALDI to offer a value-focused proposition while maintaining direct control over quality, recipes, packaging, innovation and the supply chain.
The strategy is supported by long-term relationships with suppliers, which ALDI regards as strategic partners. Around 80% of the food assortment comes from Italian companies, strengthening the retailer’s connection with the country and highlighting Italy’s food production capabilities.
THE STORE AS THE EXPRESSION OF THE NEW COMMERCIAL POSITIONING
ALDI’s stores are also playing a central role in the transformation. A new merchandising approach and the reorganisation of store space are designed to make shopping more fluid, clearer and more intuitive, while focusing on the practical needs of customers.
The changes are visible from the moment shoppers enter the store. The fruit and vegetable department has been given an even more prominent position, with dedicated displays highlighting selected seasonal products at particularly competitive prices.
The first aisle is designed to take customers quickly towards some of the essential categories of the Italian shopping basket, including eggs, pasta, oil, sauces and other everyday staples.
At the same time, non-food is becoming more prominent, with greater visibility and a stronger presence in the central area of the store.
Through these measures and its commitment to low prices every day, ALDI is reinforcing its focus on what ultimately matters most to shoppers: the price they pay at the checkout.