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
- 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. - 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. - 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.
- 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. - 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.
