Aldi Group in Retailing (World)

Aldi Group in Retailing (World)
August 2022
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Contents
Introduction
State of play
Exposure to future growth
Competitive positioning
International expansion as growth driver
Aldi becoming a technology-driven company
Key findings
Appendix
© Euromonitor International
Introduction
INTRODUCTION 55
Scope
The globally active discounter chain Aldi has
opened new markets in recent years and
shown strong growth especially outside its
home country. Despite strong competition,
some of which has been established for
decades, Aldi has been able to gain a presence
in large markets.
In doing so, the German company is focusing
on modern store concepts and testing
innovative ideas like Aldi's new cashier-less
concepts which offer a glimpse of what the
supermarket of the future could look like.
Disclaimer
Much of the information in this briefing is of a
statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
Euromonitor International cannot be held
responsible for omissions or errors.
Figures in tables and analyses are calculated
from unrounded data and may not sum. Analyses
found in the briefings may not totally reflect the
companies’ opinions, reader discretion is advised.
INTRODUCTION 66
Executive summary
While COVID-19 has accelerated its retail value sales, Aldi has been challenged by supermarkets
Inflation and economic as consumers had higher disposable incomes which they spent on more premium products. In
uncertainty will spur 2022, however, the inflation and economic uncertainty have changed consumer preferences
discounter sales possibly to Aldi’s advantage as consumers are expected to seek cheapest possible prices over
the coming years.
In view of Aldi’s struggles in Germany, the company is turning increasing attention abroad.
Ambitious expansion strategies aim to challenge local competitors. Especially the US, the UK
International markets grow
and Australia have become some of its biggest markets. While Aldi expanded into China and
faster than Aldi’s home base
might aim into regions further away, it is consolidating its presence in the respective markets
by expanding and modernising its stores as well as distribution networks.
In its German home market, Aldi’s competition always seems to be at least one step ahead in
Digital shopping experiences terms of food e-commerce. However, in its international markets, Aldi has tested various digital
shape the future initiatives to meet consumer expectations. Those findings will also help Aldi to find a strategy in
its home market. Aldi Nord and Aldi Süd have joined forces to become more cost-efficient.
As part of Aldi’s international corporate responsibility strategy, the discounter is aiming to make
Democratise sustainable sustainable grocery shopping affordable for everyone. Thus, it can be expected that Aldi will
products aim to keep its lowest-prices promise while changing its product portfolio towards a more
sustainable one.
State of play
STATE OF PLAY 88
Top companies at a glance
STATE OF PLAY 99
Aldi Group’s global footprint
STATE OF PLAY 10
10
Company overview
Privately-owned Aldi Group, operating through two separate entities -
Aldi Nord and Aldi Süd - is the leading discounter globally. The
company does not publish financial results, however, according to
Euromonitor International data, combined global sales amounted to
USD116 billion in 2021.
Aside from leading the German discounter market, Aldi Group is
following an international expansion strategy that has significantly
strengthened its position in key growth markets, especially the UK,
the US and Australia. With its business model centred around
discount prices, Aldi attracts a growing number of consumers abroad
while putting pressure on higher-priced local competitors.
While Aldi has usually exported the same discount model that has
been successful in its home market, the company is becoming
increasingly adaptive and eager to try new concepts. For example, the
company has introduced smaller-format stores in the UK and opened
state-of-the-art outlets with a premium positioning in China, targeted
at high-end shoppers. At the same time, Aldi invests heavily in
modernising existing stores to match new consumer expectations.
STATE OF PLAY 11
11
Ownership structure
Aldi was established in Germany in 1946. The chain was originally run by two brothers, Karl and Theo Albrecht, who split the franchise
between them in 1960, creating two individually managed groups that each make use of the Aldi brand while separating the German
market into north and south between them. In addition to its operations in the northern part of Germany, Aldi Nord maintains more of a
Western European focus, except for operations in Poland and Trader Joe’s in the US. Aldi Süd has a greater global reach with a strong
presence in the US, Australia and a recent market entry in China in addition to its European operations.
Aldi Nord Aldi Süd
Region Country Brand Name Region Country Brand Name
Western Europe Germany Aldi Western Europe Germany Aldi
Western Europe Belgium Aldi Western Europe Austria Hofer
Western Europe Ireland Aldi
Western Europe Denmark Aldi
Western Europe Switzerland Aldi
Western Europe France Aldi
Western Europe UK Aldi
Western Europe Luxembourg Aldi
Eastern Europe Hungary Aldi
Western Europe Netherlands Aldi
Eastern Europe Slovenia Hofer
Western Europe Portugal Aldi Australasia Australia Aldi
Western Europe Spain Aldi North America US Aldi
Eastern Europe Poland Aldi Western Europe Italy Aldi
North America US Trader Joe’s Asia Pacific China Aldi
STATE OF PLAY 12
12
Growth decomposition
Among the top 10 players in grocery retailing, Aldi had the second
highest CAGR over 2018-2021 of over 4%, just behind its German
competitor Lidl, thanks to significant growth in a number of
international markets that are characterised by income inequality
and tired mid-market brands.
Italy, France, Hungary and Portugal have been the company’s fast-
growing markets, and are likely to continue to account for the
majority of Aldi’s growth going forward. The company announced to
build more than 100 new outlets with the goal to become the
market leading discounter in France, which at the moment is Lidl.
Part of the success is not only the growth of discounters in the
respective countries, but also Aldi’s adaptability into local markets.
Aldi has only been present in Italy since 2018, but has more than
doubled its sales in the country in the last four years and aims to
have 150 outlets by the end of 2022.
In addition to its home country Germany, which is still Aldi's
strongest sales country, the discounter is particularly successful in
the US and the UK.
Exposure to future growth
EXPOSURE TO FUTURE GROWTH 14
14
Exposure to growth
Aldi is increasing its global market share by
increasing its presence across the globe.
Especially its expansion plans in the UK and US
will further expand its share in the respective
markets. This is happening at a time when more
consumers are seeking cheap prices due to
inflationary pressures. In both countries, Aldi is
the number one discounter whose main
competition comes from Lidl. Especially in the
UK, the major supermarkets are losing ground to
Aldi.
Growth contributions from the German market
will further decrease amid intensifying
competition and an increasing focus on other
fast-growing markets, particularly in Europe, as
well as expansion goals in Australia.
Aldi’s expansion in China (particularly Shanghai)
with 26 stores offers opportunities but sets the
company at risk due to growing political
pressure.
15
Projected rankings
In 2021, Aldi was the 10th ranked retailer
globally, positioned some way behind the
e-commerce players Amazon and Alibaba,
and the leading US grocery retailers, such
as Walmart and Kroger.
After dropping out of the top 10 retailers
globally in terms of sales, Aldi will lose
further ground by 2024.
Despite Aldi‘s global expansion as well as
its promise to sell at lowest prices in times
of high inflation, Aldi will experience
increasing pressure from e-commerce
players such as the Chinese online
marketplace Pinduoduo which is projected
to jump to fifth position globally in 2024.
16
Aldi in the new normal: new concerns, new chances?

In its home market Germany, Aldi has been reluctant to introduce food and drinks e-commerce. Building a digital infrastructure appeared
rather costly for the discounter in a market where e-food seemed rather niche - until the pandemic. Until today, Aldi’s online offer has
focused on non-food. As a consequence of the increasing demand for online grocery, Aldi Nord and Aldi Süd have founded the joint venture
“Aldi E Commerce Verwaltungs GmbH” in Düsseldorf. The combined effort shows Aldi’s ambition to playing a vital role in the e-food market
of the future.
Once more, the increasing collaboration between the two separate legal entities shows the need for aligning the company’s strategy in
order to cut costs and ensure discounter prices. After the alignment of most of its product portfolio in recent years, it is expected that Aldi’s
e-commerce strategy will further lead to a more consolidated “one Aldi” company.
During the earlier stages of the pandemic, consumers were able to afford more premium products and turned towards well-known and
popular brands. Many consumers saved money as they could not spend it on outdoor experiences during the winter lockdowns. However,
rapidly evolving inflation in 2022 is putting pressure on consumers’ finances and their spending behaviour. Already in 2022, more
consumers are turning their backs on supermarkets and choosing discounters and cheap prices over premium attributes. While Lidl remains
the main competitor, there is a chance for Aldi to regain share in a highly competitive market as consumers are striving for affordable
products.
However, the food and drink e-commerce features some problems for Aldi too. While consumers were willing - and able - to pay additional
costs for deliveries during the pandemic, consumers will be less willing to pay for deliveries or any additional costs that could be avoided. In
addition to that, the increasing costs of resources and staff shortages make it even more costly for Aldi to build an online delivery
infrastructure. But not only the costs or uncertain market environment is a risk, door-to-door deliveries have a negative ecological impact.
As Aldi (among other companies) aims to become a sustainable business, this would contradict its current sustainability goals. The
compromise seems to be in click-and-collect offerings, where Aldi could still be part of food e-commerce.
Yet, there is a need to play a role as Rewe Lieferserice is continuously expanding its e-commerce business, so far in urban areas only. In the
future, there will be a need for discounters in the e-commerce space as German consumers are likely to seek the cheapest prices.
Competitive positioning
COMPETITIVE POSITIONING 18
18
Relative performance
Globally, retailing is a fragmented market.
In 2021, Walmart led with a 3% value
share.
After Walmart, the e-commerce giants
Amazon, Alibaba and JD.com rank second,
third and fourth, respectively. They have
experienced the strongest share gains
between 2018 and 2021, especially during
the pandemic.
At the same time, grocery retailers are
seeing increasing competition. The
pandemic has accelerated the demand for
online shopping where grocery retailers
have increased their online offering of
everyday essentials. However, e-food
remains relatively niche and moreover
costly for retailers. Especially for
discounters such as Aldi where margins are
rather low.
19
Competitor overlap: Lidl remains the main competitor

Schwarz’s softer discounter brand Lidl has
grown faster than Aldi over the review
period. In addition, Schwarz maintains a
wider channel presence within grocery
with its hypermarket brand Kaufland.
While the competition has intensified
between discounters and supermarkets
during the pandemic, the inflation in 2022
is likely to further intensify the
competition among discounters in
particular. As consumers spent more
money on groceries during lockdowns, the
financial pressure will force many of them
to opt for the cheapest grocery offer.
Aldi’s USP of always offering the best
prices is pressured by its competition.
While it has to stick to its promise, Aldi is
under pressure to modernise and digitalise
itself.
20
Key categories and markets
21
A more sustainable business makes Aldi more competitive

As the founder of the discount model, Aldi is currently struggling to find the right balance between offering the lowest market prices and
innovating to become a localised supermarket. In its home market Germany, Aldi faces increasing competition from the network of leading
supermarkets Rewe and Edeka as well as other discounters especially Lidl and Netto. Particularly its rival Lidl has been more successful and
seems to be one step ahead especially with its online offering. Aldi has been reluctant to establish an online delivery infrastructure in
several markets, including Germany, given the costs attached. Thus, Aldi‘s competitors are increasingly occupying this growth market.
Besides online delivery options and digital shopping experiences, consumers are increasingly asking for sustainable products. Not only has
Aldi Group committed itself to the UN sustainability goals, but it is also ensuring a more responsible sourcing of its products. On the one
hand, Aldi wants to compete with supermarkets that have wider product ranges and offer a variety of sustainably certified products. On the
other hand, Aldi wants to keep its promise of being the “low price leader“ and cannot compromise on prices as compared to its
competitors. While this puts Aldi at risk of losing share to higher value retailers, current inflation levels as well as expected price increases
over the future reinforce Aldi‘s image of being the cheapest discounter.
Part of Aldi‘s strategy to ensure both high-quality products and cheap prices is to invest in its own waste business. After Lidl, Aldi has also
entered this business in order to build a circular economy as well as ensuring the continous supply of resources, especially rPET. The
strategic partnership with the recycling company Interseroh+ will enable Aldi to secure resources that are becoming scarce and more
expensive. Moreover, it shows the aim to become more independent as well as the goal to build a circular economy starting from offering
recycling products to collecting such to reuse them again.
Not only do consumers demand for more sustainable products and consequently shop where they find such items, but cutting down on
CO2 emissions does also cut costs. Especially in times where resources are becoming evermore expensive and rare, being efficient with the
use of resources is the key to long-term success. Moreover, Aldi is increasingly making an effort to communicate its sustainability efforts
with its consumers in order to strike the balance of being the cheapest discounter and offering sustainable goods for everyone.
International expansion as growth driver
INTERNATIONAL EXPANSION AS GROWTH DRIVER 23
23
Aldi’s store-based retailing sales by region

Aldi is continuously expanding its global
presence, with Western Europe
remaining the core area of sales
generation. In 2021, the region
accounted for 72% of total sales. In
Eastern Europe, Aldi has expanded
rapidly, especially in Poland. However,
Aldi’s presence is limited to three
countries in the region - Hungary, Poland
and Slovenia.
Australia has been a strong growth
market over the review period, reaching
nearly 10% of Aldi’s sales in 2021.
Aside from Australia, Aldi focuses
especially on the US as its main
international growth market with retail
value sales of USD21 million in 2021.
Since 2016, Aldi increased its value sales
by 62%.
24
Aldi expands in the US and the UK amidst struggles in German home market
As part of its international expansion, Aldi is particularly ambitious in the US, the only
international market where both entities of Aldi Group are present. Aldi Süd has planned to
expand to 2,500 stores nationwide by the end of 2022. Aldi Nord is also present in the US,
since the 1970s, after acquiring California-based grocery retailer Trader Joe’s. Similar to its
German counterpart, Trader Joe’s operates relatively small stores with a limited number of
SKUs while offering largely private label products at high value for money. With its focus on
specialities, delicacies and organic products, its product range differs from Aldi Süd.
In the UK, Aldi is looking to expand its retail network to having more than 1,000 retail stores by
the end of 2023. The main goal is to increase its visibility as well as accessibility to new
Source: Aldi UK shoppers across the country. As in the US market, Aldi is planning to further invest in its
distribution centres.
The strategy reflects the importance that Aldi Süd has attached to the market as a growth
driver, especially as US sales have overtaken those in its German home market. With the US
grocery retailing landscape characterised by low density of grocery retailers and relatively high
prices, Aldi Süd sees further growth potential beyond its current plan. In addition, increasing
prices due to inflation are driving more consumers towards discounters where Aldi could
potentially benefit. Especially in the US, where both entities are present with different store
concepts and price strategies, the discounter positioned itself as the “low price leader”,
whereas Trader Joe’s serves higher class and premium quality to more affluent customers.
Source: Aldi US
25
Aldi in China: the premium German grocery retailer

In 2019, Aldi opened its first store in Shanghai, China. After three years, Aldi
has opened its 26th store there. In China, Aldi implements another strategy
as it positions itself as a rather luxury discounter.
As the Chinese market does not have many opportunities for a discounter to
offer cheaper products, the German retailer chain is choosing a different
concept that offers a localised shopping experience by using the popular
WeChat app as well as offering digital market solutions. However, its product
arrangement is rather international and premium, where Chinese consumers
find imported goods that promise high quality.
Aldi increasingly offers its private label products which are perceived as
brands themselves. As consumers might be less familiar with Western Source: Aldi China
brands, Aldi’s private label offer has the opportunity to create its own
unique brand that could eventually be an example for other international
markets where Aldi is aiming to expand into.
Furthermore, the sheer size of the Chinese market offers opportunities for
Aldi. However, discounters are forecast to show negative development until
2026 as Chinese consumers ask for more premium as well as convenient
grocery concepts. Moreover, the e-food and drinks market will play an even
bigger role in the future.
Source: Aldi China
Aldi becoming a technology-driven company
ALDI BECOMING A TECHNOLOGY-DRIVEN COMPANY 27
27
E-commerce strategy
Change of retail landscape due to the pandemic situation Experience in e-commerce in other countries
▪ The pandemic led to strong growth in e-commerce in the food ▪ In countries other than Germany, Aldi is often further ahead when it
sector in almost all regions of the world. The new competition, comes to e-commerce of food. In December 2021, Aldi Now, Aldi's
especially from fast delivery online supermarkets such as Getir online grocery shop, opened in Switzerland, where delivery is handled
or Gorillas, has not gone unnoticed by Aldi. Within two years, e- by a start-up called Annanow. However, Aldi often focuses on the so-
commerce increased by 63% worldwide. called click-and-collect model. This means that the groceries are not
delivered but collected, only the order is placed online.
Only non-food available online in Aldi’s home country Germany ▪ This is the case in the US, the UK and Ireland. In the latter two, Aldi still
offered grocery delivery until the beginning of 2022, in cooperation
▪ So far, the Aldi Group in Germany only offers non-food products with Deliveroo. However, due to the decline in pandemic restrictions,
in the online shop, and it is also not possible to order online Aldi has ended this project.
with subsequent pick-up in the supermarket. A cooperation for
▪ In the US, Aldi even has special parking spaces available in front of the
the delivery of food with the external service provider
Shopwings was terminated back in 2015. In Germany, Aldi Nord stores for online pick-up customers. In addition, the retail group offers
the grocery delivery service of the service provider Instacart in many
and Aldi Süd have now joined forces to create an online shop
parts of the US.
that is nationwide and offers both food and non-food. The
newly-founded joint venture, both companies hold a half share, ▪ While Aldi is able to learn from its international markets and might
is intended to establish an online supermarket with the translate some of this into its home market, there are still certain
experience Aldi got from other countries. infrastructural restrictions in Germany that hamper its online
expansion. However, the joint venture is a sign of further cooperation
in order to save costs and resources.
28
Next-generation retailing
Via “Scan & Go”, customers scan and pay with their smartphone Buy groceries without cashier or scanning
▪ Aldi offers the possibility to pay via its so-called “Scan & Go” ▪ In addition to scanning and paying via smartphone, Aldi is also
method, meaning that customers can scan products in-store with a trying out another system to make it even easier for customers to
special app using their smartphone and pay there as well. While buy groceries. In London, Aldi is testing a method that will allow
this is still a method customers need to get used to and therefore customers to shop in the supermarket without a checkout and
still may need guidance for the procedure by employees, this without even scanning the products themselves, only an app is
method may lead to less staff required in the supermarkets as well needed to be installed on a customer’s smartphone. It should be
as no time spent by consumers at the cashier. So far, Aldi has possible for customers to simply take the products they want from
introduced the “Scan & Go” method in some of its supermarkets in the shelf and walk out of the supermarket with them. The bill or
Portugal, France and Switzerland. payment is then made shortly after leaving the Aldi supermarket.
This is made possible by a large number of sensors and cameras
that reliably register which customer has taken which product.
Although this technology is certainly exciting for many customers,
it is unlikely that it will be used in many stores in the near future.
On the one hand, conservative shoppers are likely to be put off by
this method, and on the other hand, this method’s legality is
heavily dependent on the data protection laws of the respective
countries.
Aldi‘s self-checkout service Scan & Go in Switzerland

Source: Aldi Suisse
29
Catching up in distribution and AI

New automated distribution centres New electric trucks
▪ Aldi has grown strongly in recent years and expanded ▪ But Aldi is also becoming more modern in its articulated trucks
internationally. But in addition to opening new outlets, Aldi is and is increasingly investing in electric trucks. For example, it was
increasingly investing in its own logistics. Aldi's aim is not only to announced that the Aldi shops in Budapest will be supplied by fully
supply its own outlets effectively, but also to become more electric trucks in the future. The drive-trains of the vehicles have
efficient and digital. In addition, new distribution centres from been specially adapted for Aldi and enable emission-reduced
scratch make it possible to quickly meet the requirements of e- deliveries to the supermarkets within a radius of up to 230
commerce if necessary. Therefore, Aldi has started to build new kilometres. This way, Aldi saves thousands of litres in times of
distribution centres, for example in Portugal, to cope with the increasingly expensive petrol and at the same time contributes to
expansion there, which is to become the largest in the country. In meeting the sustainability goals it has set itself.
Australia, Aldi is also building new centres to replace old ones in
order to be able to serve the online retail sector better. Three so-
called high-tech warehouses enable the use of the latest Usage of AI to forecast consumption
generation of high-bay warehouses and automatic order picking. ▪ In order to both understand consumer demands and optimise its
own logistics, Aldi is increasingly relying on AI. With the help of
this, Aldi forecasts expected consumption over several months and
already manages to achieve a predictability accuracy of 90% for
nine months in advance. To meet the current demands, Aldi is
trying to become increasingly agile and data-driven with the aim of
being a technology-driven company.
Aldi‘s electric truck in Hungary
Source: Aldi Hungary
Key findings
KEY FINDINGS 31
31
Key findings
While COVID-19 has accelerated its retail value sales, Aldi has been challenged by supermarkets
Inflation and economic as consumers had higher disposable incomes which they spent on more premium products. In
uncertainty will spur 2022, however, the inflation and economic uncertainty have changed consumer preferences
discounter sales possibly to Aldi’s advantage as consumers are expected to seek cheapest possible prices over
the coming years.
In view of Aldi’s struggles in Germany, the company is turning increasing attention abroad.
Ambitious expansion strategies aim to challenge local competitors. Especially the US, the UK
International markets grow
and Australia have become some of its biggest markets. While Aldi expanded into China and
faster than Aldi’s home base
might aim into regions further away, it is consolidating its presence in the respective markets
by expanding and modernising its stores as well as distribution networks.
In its German home market, Aldi’s competition always seems to be at least one step ahead in
Digital shopping experiences terms of food e-commerce. However, in its international markets, Aldi has tested various digital
shape the future initiatives to meet consumer expectations. Those findings will also help Aldi to find a strategy in
its home market. Aldi Nord and Aldi Süd have joined forces to become more cost-efficient.
As part of Aldi’s international corporate responsibility strategy, the discounter is aiming to make
Democratise sustainable sustainable grocery shopping affordable for everyone. Thus, it can be expected that Aldi will
products aim to keep its lowest-prices promise while changing its product portfolio towards a more
sustainable one.
Appendix
APPENDIX 33
33
Projected company sales: FAQs (1)

Why project company sales?
Company and brand sales projections are a useful way to compare relative future
performance. These are not forecasts in the traditional sense - it is not realistic to
forecast company activity. Instead, our projections are a measure of a company’s
exposure to future growth.
How do you project company sales?

Euromonitor International’s company and brand sales projections are made with
two underlying assumptions. Firstly, that current year brand shares will not change.
Secondly, that there will be no mergers, acquisitions nor divestments in the future.
Forecasting shares is notoriously difficult and therefore we assume that a brand’s
share of any given category will remain constant in the future. Trying to accurately
predict future M&A activity is equally fraught with difficulty.
Every category, however, will grow at a different rate and the cumulative effect
across different brand portfolios (ie every relevant country-category combination)
means certain companies will outperform others.
This is “market momentum” and is a measure of a company playing in higher
growth countries and categories relative to its rivals.
APPENDIX 34
34
Projected company sales: FAQs (2)

What is the basis for this methodology?
Based on Euromonitor International’s growth decomposition analysis, it is evident
that general market momentum is the single most important contributor to
company performance, outperforming the impact of both market share gains and
M&A activity.
This learning is based on analysing all brand and company sales data in every
category and company in Passport. (Clearly the same does not apply in any
circumstance where a given company has made a major acquisition or divestment).
For the largest companies, market momentum shows even greater significance and
so exposure to growth offers a sound basis for projecting relative future
performance.
Note: Growth Decomposition and Projected Sales are based on the sum of all
activity in researched countries only, and therefore do not take into account the
effect of non-researched (modelled) markets. For this reason, there will be slight
differences compared with full global data found elsewhere in this report.
ALDI GROUP IN RETAILING (WORLD)
For further insight please contact
Linda Lichtmeß
Consultant
linda.lichtmess@euromonitor.com
https://www.linkedin.com/in//linda-lichtmess
Tristan Höver
Senior Analyst
tristan.hover@euromonitor.com
https://de.linkedin.com/in/tristanhoever
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The data included in this report is accurate according to

Exposure to future growth

International expansion as growth driver

Aldi becoming a technology-driven company

Top companies at a glance

Aldi Group’s global footprint

Aldi in the new normal: new concerns, new chances?

Competitor overlap: Lidl remains the main competitor

Key categories and markets

A more sustainable business makes Aldi more competitive

Aldi’s store-based retailing sales by region

Aldi in China: the premium German grocery retailer

Aldi‘s self-checkout service Scan & Go in Switzerland

Catching up in distribution and AI

Projected company sales: FAQs (1)

How do you project company sales?

Projected company sales: FAQs (2)

For further insight please contact

Euromonitor International network and coverage

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