Discount Retail Chain ALDI Spain has positioned itself as a benchmark in its own products The main reason why consumers choose these brands is their positioned good value for money ALDI has itself as one of the leading supermarkets in its own brands In recent years, private labels have gained an important space in the shopping basket of Spanish families.
These products, popularly known as "private label" and offered by the supermarket chains themselves, are transforming consumption habits thanks to the good value for money they offer. In fact, the search for savings and the recognition of quality are the two main reasons that have contributed to the increase in the purchase of own-brand products.
This is stated by the Fourth edition of the Study on Private Label in Spain, which has been developed by the supermarket chain ALDI. Own brand: synonymous with savings and quality In the last four years, the price of a basic shopping basket has increased by 47%, according to a study published by the consulting firm Kantar Worldpanel. A fact caused by inflation that has especially affected sectors such as food (11.9%) and beverages (8.9%). This is why saving has become one of the main priorities for Spaniards. Maximizing their purchasing power without giving up Quality. This is the goal of most families. In fact, as revealed in the report prepared by ALDI, 25% of those surveyed say that price is a differentiating factor, and 88% highlight the relationship between quality and value.
Price is the main reason that makes them opt for own brands over other options. Also, another aspect that is especially valued by consumers are promotions and offers, which play a fundamental role when making purchasing decisions. This is so much Thus, 9 out of 10 people pay attention to whether a product is on sale, and for 68%, promotions are a determining factor in their final decision. Innovation and planning in the purchase of products
On the other hand, the increase in the popularity of own brands is not only a question of saving, but also a change in the planning of purchases. According to the ALDI study, more than 100,000 people are buying their own brands. 60% of consumers decide in advance which products they will buy and 58% consider the brand to be a key aspect in their decisions. This shows that own brands have managed to gain the loyalty of many buyers, who turn to them on a recurring basis. once they have tried and been satisfied with a product. 8 out of 10 people highlight the quality-price ratio of own brands
In addition, another conclusion reached by the ALDI report is that Spanish consumers are willing to innovate. In fact, 64% of respondents say they are open to trying new brands, especially in categories such as cheese, ice cream, chocolate and wine. These products top the list of products that consumers are most interested in trying. This desire to try new products often contributes to generating a virtuous circle: 77% of those who try a private label product that they like stop buying other brands.
Loyalty to own private label brand
There are many Spaniards who in recent years have decided to bet on their own brands. In addition to savings and quality, the confidence that this type of product transmits has been a determining factor. Along these lines, 33% of Spaniards say that they tend to always buy the same brand if they like the product, and 84% feel motivated to try other products from the same line once they have been satisfied. This behavior is reflected in a network of recommendations: 62% of consumers follow suggestions from friends and family to decide whether to try a new brand.
This growth has led Spain to position itself as one of the European countries with the highest consumption of products in this category, more than 9 percentage points above the European average (39.2%) and countries such as Germany, the Netherlands, the United Kingdom and France. At the European level, the own brand has increased by 5.7% in sales and 2.4% in volume in the last year.
ALDI: a benchmark in private label brands
Undoubtedly, one of the supermarkets that has best known how to build a solid offer of own-brand products is ALDI. Its own PL brands such as Gutbio, La Tabla, Milsani or Special are benchmarks in their categories. Its commitment is so great that, currently, 90% of the products offered in its stores are of its own brand and 8 out of 10 of national origin. This commitment to local products not only strengthens its business model, but has also contributed to the growth in the volume of private label products by 7% over the past two years.
In this way, ALDI focuses on guaranteeing Spanish families a simple and economical shopping basket, with high-quality products at competitive prices. Thanks to its focus on private labels, the company has managed to contain the impact of rising prices on essential products, allowing consumers to maintain their purchasing power without compromising the quality of the products they buy. This good value for money has been essential for 40% of Spanish families to trust ALDI as their usual supermarket.
With a purchase option based on the own brand, the company works to provide savings to its customers on their regular purchase through the own brand. As a result, families who bought own-brand products from ALDI last year could have reduced their annual spending on food by 15.5% compared to the market average.
Read more: SUPERMARKETS | Loyalty, quality and savings: the recipe for success for private labels (epe.es)
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