UK. Insights from ISN Shopper Survey on Aldi Preferences

This report presents the findings from a survey conducted with 100 shoppers regarding their preferences for Aldi as their favourite supermarket, shopping behaviours, and attitudes towards private label versus branded product

Key Findings

  1. Aldi’s Popularity
    Respondents cited Aldi’s unbeatable prices, high-quality fresh produce, and a streamlined shopping experience as primary reasons for their preference. Many shoppers appreciate the availability of organic options.
  2. Travel Willingness for Savings
    A significant majority (75%) indicated they would be willing to travel an extra 3 miles to save £20 on their weekly shopping trolley, highlighting the importance of cost savings in consumer decision-making.
  3. Private Label vs. Branded Products
    • Private Label Products: 40% of respondents reported that between £51-£100 of their shopping trolley consisted of private label products, showing a strong preference for Aldi’s own label offerings.
    • Branded Products: 50% of shoppers spend between £51-£100 on branded products, indicating a balance between private label and branded items in their purchases.
  4. Essential Branded Products
    Essential branded items mentioned include Coca-Cola, Heinz ketchup, and Cadbury chocolate, which shoppers felt they could not replace with supermarket own labels.
  5. Queuing Experience
    Queuing for more than 5 minutes at the till is a concern for 60% of respondents, indicating that checkout efficiency plays a significant role in overall shopping satisfaction.


The survey highlights Aldi’s strong appeal among shoppers due to competitive pricing, quality products, and a positive shopping experience. The insights regarding private label and branded product preferences can guide retailers in understanding consumer behaviour and enhancing their offerings to meet shopper demands.