Netherlands: Aldi in the awards after a good recovery
- DRC Discount Retail Consulting GmbH
- Jun 27
- 2 min read
Discount Retail Chain Aldi Netherlands is the biggest riser in the latest edition of this survey (measured at the end of May, beginning of June). In recent years, Aldi has invested heavily in the formula in all kinds of areas. The first signs of recovery were already visible in the Supermarket Compass of a year ago. This recovery is now continuing in an enhanced form and is now bringing Aldi to second place among the national supermarket formats.
In the positioning matrix of the Supermarket Compass, Aldi shows a significant improvement in terms of both price image and image of assortment/service & basic-order/store execution. The better perception among regular customers that the survey shows now also seems to be paying off for Aldi in significantly higher market shares, as data & insights agency Hiiper recently reported a few times. An important pillar of the current success is a significantly improved price image. Not only among Aldi's regular customers, but also beyond. Aldi is full on radio and TV with price messages. These also seem to be paying off now.
When asked to the general Dutch public which supermarket formula is the cheapest in the Netherlands, Aldi is mentioned most often. Compared to regular customers of all other formats, regular Aldi customers most often view paper supermarket brochures. Regular Aldi customers also look most often at digital brochure sites, according to the survey.
More than just price
As Marco Maatman told the large numbers of Aldi staff present this morning, it is not only price that strikes at Aldi. Aldi is now also receiving higher scores on many other aspects. The improved price image seems to work as a kind of flywheel. In short, a nice appreciation from customers for Aldi.
Prize and promo have been gaining structural popularity for years. But the most recent measurement of the Supermarket Compass also shows that there are indeed products for which the customer in the supermarket is willing to pay something extra. This willingness is there, also at Aldi, especially for organic products, products with a significantly higher quality and local products.

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