German supermarket chain Aldi has recorded a 39% increase in fruit and vegetable sales over the past five years. Four out of ten purchases in Aldi stores include fruit and vegetables in the shopping cart.
According to Kantar Worldpanel, in 2023, approximately 5.3 million Spanish households purchased fruit and vegetables in Aldi, and in the last two years, the chain has attracted more than one million new customers (1,037,345) to this section. Aldi has increased its purchases of fruit and vegetables of national origin by 15% since 2021, exceeding 60,000 tons last year. Thus, 65% of the fruit and 85% of the vegetables available in its establishments come from Spain.
Aldi's strategy focuses on offering own-brand products at competitive prices. These items accounted for almost 70% of the chain's business value last year. According to a Kantar survey, customers regard highly the value for money (23%), proximity (25%), and low prices (21%) of their products.
Source: eleconomista.es