top of page
Search

Netherlands: Aldi regains market share and customer appreciation in 2025

Discount Retail Chain Aldi Netherlands is getting back on its feet in 2025 after a few tough years. Market share and customer appreciation are on the rise. 'Aldi Netherlands is the fastest growing supermarket this year.'


Aldi is the big winner in the first quarter of 2025. According to the strong end of last year, the discounter continued in the first quarter of this year. The supermarket chain posted an index of 118 in the first three months. "Aldi is growing in customers (5%), in frequency (6%) and in average transaction value (5%)." The research firm reports later in 2025 that Aldi is also successful in the .


Aldi's revival comes after a tough few years. In 2008, the market share of the formula had already passed its peak, but the discounter still had 8.5 percent of the market. In 2022, 5.4 percent of that remained. A year later, 5.15 percent. But in 2024, the German discounter will record growth again. According to calculations, Aldi's market share will be 5.33 percent in 2024.


"We see that the appreciation for Aldi is increasing in various studies," a spokesperson told Distrifood in March. 'But the clearest indication of this is the market share. This will continue to develop positively in the first quarter of 2025. With values structurally above 5.5 percent from week 2 and even above 6.0 percent in recent weeks.'


CEO Rozendaal: 'People like to come to Aldi again'

Pieter Rozendaal, CEO of Aldi Netherlands since November 2024, is happy with the upward trend. "As a discounter, our customer promise is to offer products of the very best quality at the lowest possible price," he told Distrifood in the spring. 'Price comparisons by the Consumers' Association and Kassa confirm that we are delivering on that promise. It's good to see that the course we have set is also being noticed by consumers and that people are happy to come and shop at Aldi again.'


Strategic changes drive growth

According to Aldi, the growing market share is due to strategic adjustments across the entire breadth of its business operations. "For example, we have strongly focused on the lowest prices in the Netherlands, we have greatly improved our fresh range and we have taken measures to make our operation more efficient. In order to better meet the wishes of our customers, we will further expand our range across the board in the near future to eventually around 2,000 SKUs.'


"These developments are closely in line with this," the spokesperson continues. "Our customers are now reaping the benefits of this. We are seeing more and more synergy effects within the group (Aldi Nord) that we can pass on to our customers, both in the form of high-quality private labels and in attractive price advantages. We are proud that these efforts, which our entire organization has worked, have led to us being named the cheapest supermarket in the Netherlands by both the Consumers' Association (November 2024) and Kassa (February 2025). More importantly, the improvements we have implemented across the board have also been noticed by consumers.


The price of the comeback

Aldi has come a long way. There were sometimes whispers in the industry that Aldi could withdraw from the Netherlands if the downward trend continued, but the tide seems to have turned in 2025. To further understand Aldi's revival, Distrifood delved into the annual reports last summer. The financial documents and conversations with experts provide an interesting insight.


What stands out in the annual reports of Aldi Netherlands is the structural financial support of the German parent company. In 2020, the head office in Essen transferred €150 million, a year later €200 million. In 2022 it was €50 million and in 2023 €117 million. Added up, more than half a billion euros in capital contributions in four years. Aldi itself is keeping its jaws shut about this in a response to Distrifood. "We do not make any statements about investments, objectives and profitability," the spokesperson notes.


Aldi polishes image and exults for prizes

For the time being, Aldi is cherishing the costly comeback. Aldi is proud of the regained market share and celebrates the positive studies. For example, Aldi was voted best Dutch supermarket for fresh fish during the award. According to the Aldi Christmas commercial, it makes the most impact on the brains of viewers. To top it all off, the discounter was named by Kassa shortly before the holidays.


But there is also criticism. For example, Aldi regularly claims to be 'the cheapest supermarket in the Netherlands' in commercial communications without properly substantiating this. However, Aldi says that claim is based on in February 2025, where Aldi was indeed the cheapest. "This does not alter the fact that certain items may be cheaper at other supermarkets," says an Aldi spokesperson in November. 'We keep a close eye on prices in the market and actively adjust them where necessary to achieve our 'cheapest supermarket' ambition.' to the annoyance of the Consumers' Association.


'Aldi is the fastest growing supermarket this year'

The hundreds of millions that Aldi has pumped into improving stores, assortment and operations in recent years have polished up its image considerably. 'Aldi Netherlands is the fastest growing supermarket this year,' says director of marketing and communication Mariëlle Rooswinkel in December on 'That is rightfully the interplay of all disciplines within Aldi Netherlands.' What she bases that statement on is still unclear, but it makes us extra curious about the ultimate market share for 2025.



ree

Comments

bottom of page