Netherlands: Aldi`s market share grows again

Discount Retail Chain Aldi Netherlands reports that its market share is growing again after years of decline. CEO Pieter Rozendaal is pleased that the upward trend has started.

Aldi Nederland's market share fell from 5.4% in 2022 to 5.15 % a year later, but in 2024 the German discounter will record growth again. Aldi Nederland said this in response to questions from Distrifood. According to calculations by NielsenIQ , Aldi's market share will be 5.33 % in 2024.

'We see that the appreciation for Aldi is increasing in various studies. But the clearest indication of this is the market share', a spokesperson says. 'That will continue to develop positively in the first quarter of 2025, with values that are structurally above 5.5 % from week 2 and even exceeding 6.0 % in recent weeks.'

According to Aldi, the increasing market share is due to a number of strategic adjustments across the entire breadth of the business operations. 'For example, we have focused strongly on the lowest prices in the Netherlands, we have greatly improved our fresh assortment and we have taken measures to make our operation more efficient. In order to meet the needs of our customers even better, we will continue to expand our assortment across the entire breadth in the coming period to eventually reach around 2000 SKUs.'

'These developments are closely aligned with our international assortment strategy ,' the spokesperson continues. 'Our customers are now reaping the benefits: we are seeing more and more synergy effects within the Group (Aldi Nord, ed.) that we can pass on to our customers - both in the form of high-quality private labels and attractive price advantages. We are proud that these efforts, which our entire organization has worked hard on, have resulted in 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.'

'People like to come to Aldi again'

Pieter Rozendaal, CEO of Aldi Netherlands since November 2024, is pleased that the upward trend has started. 'As a discounter, our customer promise is to offer products of the very best quality at the lowest possible price. Price comparisons by the Consumenten bond (the dutch independent Consumers' Association) and Kassa confirm that we are keeping that promise. It is good to see that the course we have set is also noticed by the consumer and that people are happy to shop at Aldi again. In the remainder of 2025, we will continue on the path we have set.'

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