In Belgium, the current economic situation is bringing many shoppers through the discounter, ALDI's, doors. "Seven out of ten Belgians say they choose house brands more often since inflation hit. Three out of five say, in trying to find lower prices, since inflation began, they visit stores like ALDI more often," says Kilian De Geyter, Fruit and Vegetable Category Manager at ALDI Belgium.
© ALDI BE
"House brands play a vital promotional role: these products' quality is similar to big-brand items but are often at least half cheaper. For example, 90% of the fixed offer consists of house brands. That's a critical trigger to get people to shop at ALDI."
"Our producers face rising raw material, energy, wage, and transport costs. Currently, market prices for vegetables are rising more than for fruit. But we follow the same principle for every price increase on every item: we raise consumer prices only if we must and lower them as soon as we can," explains Kilian.
"That's the case with our fresh fruit and vegetables too. We can, thus, keep guaranteeing consistent quality at fair prices for both our customers and suppliers. Our efficiency, long-term supplier relationships, size - we have more than 440 stores - and large order volumes mean we can keep the price low for shoppers and negotiate a fair price with suppliers. So, we can offer our customers the best value for money on every item."
“Fruit and vegetable purchases are presently quite promotion driven. These are noticeably more relevant to consumers than ever. We have at least six weekly fruit and vegetable promotions, ranging from -25 and -35%. These are often for items people can easily use in their kitchens. We, thus, support our shoppers' purchasing power," concludes Kilian.
For more information:
Website: www.aldi.be
