Survey: ALDI shoppers find the retailer simpler and faster to shop
ALDI commissioned the survey and partnered with market intelligence firm Kantar who recruited 700 people ages 18-64 across four regions of the country to engage in a timed shop for 30 of the most commonly purchased grocery items.
"The goal of our research was to create a consistent and accurate way to compare the in-store experience at ALDI versus some of the country's most-shopped grocery stores," said James Sorensen at Kantar.
ALDI currently operates more than 1,900 stores in 36 states and brings in about 40 million customers per month.
The ALDI time-saving store format
The ALDI store format is intentionally designed to offer a faster, more streamlined shopping experience, according to the retailer.
In 2017, ALDI announced its $1.6bn plan to remodel thousands of stores to create a more modern and convenient shopping experience with a focus on fresh items including a wider assortment of produce, dairy, and bakery items.
"Today's shoppers are pressed for time and money. We pioneered a model that gives people more of both — if you ask me, this is a winning combination for grocery shopping," said Scott Patton, vice president of corporate buying, ALDI US.
"We've carefully designed our stores and product selection to give shoppers a fast and convenient experience where they can also have some fun."
What makes ALDI a ‘fun’ shopping experience, according to the company, is the nearly 100 unique ‘ALDI finds’ the store puts out every week including a robust offering of seasonal food items.
Top 5 most-loved ALDI products
In a survey from last month, ALDI polled 40,000 shoppers about their favorite items.
1. Kids: Happy Farms String Cheese
2. Pantry staple: Simply Nature Organic Chicken Broth or Low Sodium Chicken Broth 3. Cooking/baking staple: Simply Nature Organic Spices
4. Easy meal: Mama Cozzi’s Pizza Kitchen 16” Pepperoni Deli Pizza
5. Fruit: Strawberries
Shoppers find best value at ALDI stores
Additionally, nine out of 10 respondents who shopped at ALDI agree it was "more cost-effective" than other grocery stores. According to a 2019 Retail Feedback Group (RFG) survey of 1,200+ shoppers, ALDI received the highest consumer satisfaction score based on ‘value per money spent’ beating out traditional supermarkets such as Kroger and Walmart.
In addition, RFG also found that 42% of those who shopped at ALDI say they plan to shop there more in the next 12 months, versus 22% for supermarket shoppers, and 28% for Walmart shoppers.
Its paired down product selection is around 1,400 SKUs vs. the average 30,000+ SKU assortment at a regular supermarket.
“Unlike traditional grocery stores that offer endless product options, such as half an aisle of olive oil, ALDI only sells the most popular varieties in the most popular sizes so customers can be confident in their purchase,” said the retailer.
Consumers are tired of cavernous stores with “90 different jars of pasta sauce,” said Tom Cindel, director of operations at ALDI’s Moreno Valley, CA, division, pointing to a shelf at the recently opened store in Monrovia, CA.
“We just buy this one, it’s the same quality or superior to any leading national brand, and we buy a heck of a lot of it.”
