As the state of the economy dominates news and consumer confidence wanes, the US arm of select assortment discount grocer Aldi claims to offer shoppers select brands at prices that average 37 per cent less than store brands at traditional supermarkets and 22 per cent to 26 per cent less than discount or big box stores.
According to the results of a competitive grocery price study, Aldi’s monthly shopping basket averaged US$315.29 against an average US$442.26 for the combination of discounters, big box stores and traditional supermarkets on store brands.
In the fresh produce category alone, Aldi customers can purchase one pound of bananas for US$0.45, compared with as much as US$0.79 per pound elsewhere – a saving of a 75 per cent.
“In tough times like these, it seems everyone is taking a harder look at their spending decisions,” Joan Kavanaugh, Aldi vice-president of purchasing, said in a company statement.
“You can choose to spend US$100 on your groceries at a traditional supermarket or spend US$63 at Aldi for equivalent products that meet or exceed the quality of national name brands. Our new shoppers are realizing something that our long-time, loyal customers have known for some time: Aldi offers a smarter alternative.”
The price competitive study was conducted across all of Aldi’s US divisions and compared the costs of 184 items considered “very important to customers” ranging from apple juice and garden salad to cheddar cheese and frozen chicken breasts.
This significant savings comes at a time when not only the recession is deepening but as food economists are predicting another 4 per cent to 5 per cent food price inflation increase this year. Rising food costs in 2009 come hot on the heels of a 5.4 per cent increase in 2008 for food and beverage prices, according to the Bureau of Labor Statistics.
“As important as price is, there’s only one way to attract and keep the diversity of shoppers we do: You have to have great products,” added Ms Kavanaugh. “People really discover the Aldi difference when they try our Aldi select brands and find out that inexpensive can be great.”
Customers can expect to find 1,400 of the most frequently purchased items at an Aldi store, according to the company, with almost 95 per cent of products sold under Aldi select brands.
Aldi entered the US in 1976 and today operates more than 1,000 stores in 30 states primarily from Kansas to the East Coast, serving more than 18m customers each month.
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