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Germany: Aldi clears out its assortment

Discount Retail Chain Aldi Süd is undergoing a significant strategic reorganization in Germany, involving a rigorous "clearing out" of its product assortment to return to its core discount roots.


This move is part of a broader cost-cutting initiative aimed at streamlining operations and reducing complexity.


The Strategy: A Return to "Hard Discount" Roots

After years of expanding its range to include more fresh items, regional specialties, and premium national brands, Aldi Süd is now reversing course. The goal is to increase turnover per SKU and lower operational costs by eliminating redundant or slow-moving variants.


Key Changes to the Assortment

According to industry reports (including Lebensmittel Zeitung):

  • Brand & Regional Cuts: 

    Approximately 50 products per region are being removed, particularly in the dairy, sausage, and cheese categories.

  • National Brands Hit: 

    High-profile brands like Ehrmann (Grand Dessert), Zott (Sahne Joghurt), and Rana (convenience pasta) are disappearing from permanent shelves, moving instead to temporary promotional "Special Buy" slots.

  • Streamlining Private Labels: 

    The retailer is reviewing its own private label brands (like Nur Nur Natur and Bio) to reduce overlap and ensure a more unified, centrally managed national offering.

  • Tier 1 Meat Exit: 

    By mid-2026, Aldi Süd plans to completely stop selling fresh meat from the lowest animal welfare category (Haltungsform 1) for its own brands, focusing instead on higher-tier sustainable options.


Broader Organizational Impact

The "assortment cleanup" is happening alongside a massive internal restructuring:

  • Job Cuts: 

    Over 1,000 positions are being cut at the headquarters and IT departments in Mülheim.

  • Centralization: 

    Many administrative and support tasks are being outsourced or shifted to Salzburg, Austria, to simplify the central organization.


Strategic Insight

By narrowing its focus, Aldi Süd is positioning itself to better compete as a "price setter" in an inflationary market. The reduction in variety allows for greater efficiency in logistics and store handling, ultimately defending its margins against competitors like Lidl.





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