The latest OpinionWay study for ALDI France reveals in particular that consumers increasingly favor private labels (POLs) for their quality and their impact on purchasing power. 99% of them include POL products in their daily shopping, primarily for food products (57%).
Distributor brands continue to be a hit! This observation based on the OpinionWay study proves that the discount and business model of ALDI France, focused on the price, quality and responsibility of its products – which are 90% in own brands for ALDI – perfectly meet the expectations of the French. ALDI France, with its new slogan “The best quality at discount prices”, is positioning itself as a key player in these new purchasing behaviors. Over the last two years, marked by food inflation, distributor brands (MDD) have emerged as economical and practical alternatives for budget-conscious consumers. An economic response to the purchasing power crisis, they have convinced with their quality by offering a taste experience on a par with that of major brand products.. In 2023 in France, private labels (MDD) represented 34.6% of French spending on consumer goods (vs 32.9% in 2022)*. Initially seen as an anti-crisis solution, they have now entered the daily lives and purchasing behavior of the French and remain, more than ever, the strength of ALDI France.
Private labels at the service of purchasing power and responsible consumption
The study conducted by OpinionWay for ALDI France highlights that private labels improve purchasing power while providing access to products with taste and quality equivalent to those of major brands; they are also a way of supporting French production. 85% of 25-49 year-olds say they regularly buy private labels. Faced with the purchasing power crisis in France, 93% of all respondents say that these products allow them to better manage their daily budget.an aid that is even more present among young people (97% for 25-34 year olds). Beyond the sole price criterion, the MDD builds loyalty among 70% of the consumers surveyed. One of the main arguments for this loyalty is: the quality of the products. Indeed, 78% of consumers consider MDDs to be of the same quality as major brand products, but less expensive. This effort on quality is reflected in the taste of the products for 81% of those surveyed and in the efforts made on their composition (79%).
While the return of inflation has pushed the French to turn to private labels, these are now anchored in their purchasing habits and are perceived as “more virtuous” than major brands. Indeed, 76% of respondents believe that they support French production and consume more responsibly (70%).
Better response to changes in consumption
At the heart of the ALDI model, private labels represent 90% of the assortment and are worked on daily to offer the best quality to consumers. As the inventor of discount over 110 years ago, ALDI strives to offer this quality at the best price through a customer experience that focuses on the essentials: 1,800 references no more, in stores on a human scale. More than ever, ALDI is assuming its identity as a discounter through a new signature, in line with new consumer habits.
To provide the best quality, ALDI has chosen to work with more than 800 SMEs, including 600 French ones. which guarantee fresh and local products all year round. A choice made in the name of quality and transparency. Thus, 100% of the meat (beef and pork), almost all seasonal fruits and vegetables and all milk are of French Origin. To ensure their quality, ALDI carries out more than 6,000 blind tests per year to guarantee the best quality standards.
Through a tight assortment of around 1,800 everyday references, efficient logistics and a more direct shopping experience, ALDI offers discount prices on a large set of essential products. Thus, stores offer more than half (58%) of these products at less than €2.50 and 71% of its products at less than €3. Every quarter for the past year, in the ALDI Tasters Club, thousands of volunteer consumers from all walks of life taste, evaluate and rate the products. The average rating is 4.6/5.
NielsenIQ Study in 20
Methodology
Sample of 1,001 individuals aged 18 and over responsible for purchasing and buyers of private labels. To interview this final target, Aldi relied on an initial sample representative of French people aged 18 and over responsible for purchasing (based on the criteria of gender, age, socio-professional category, agglomeration category and region of residence according to INSEE). The interviews were conducted from July 29 to August 6, 2024.
Source: www.ecommercemag.fr
