Aldi contains prices below the distribution mean

MADRID, 15 Sep. (EUROPA PRESS) -

Aldi has assured that it contains prices below the distribution average in a scenario marked by the debate on the adoption of measures to curb the rise in food prices.

The current context has a strong impact on the consumer, who is showing a high price sensitivity and maintains high demands regarding the quality and freshness of the products, according to the company, which, in this context, is acting as "containment dam" in the face of the generalized rise in prices, containing the increase below the distribution average.

Specifically, according to data from Kantar Worlpanel, at Aldi the prices for mass consumption, without fresh, have been 2.8 percentage points below the 13.7% increase registered in the sector in the last three months.

According to the company, the context is causing changes in consumer behavior and market data shows that what is called a 'downtrading' effect is taking place, that is, consumers are changing their purchasing behavior, looking for ways to save to contain the cost of their usual shopping basket, and this is becoming one of the options for households when it comes to offsetting the generalized rise in prices.

"The data shows that the consumer is opting to a greater extent for shopping in the supermarket for their usual purchase of basic products and, more specifically, in chains focused on discounts and that offer the same quality, but at a lower price and regularly with promotions," said Ignacio Cid, head of Research

The company has explained that its business model makes it easy for customers to find ways to save to face inflation: a model based on discounts, with low prices in all product categories, basic quality products at good prices, as well as weekly promotions and a strong own brand presence (86% of Aldi's assortment is own brand).

This model is gaining more and more followers in Spain, and this is indicated by the figures, since there are currently more than 6 million Spanish families who trust Aldi for their regular purchases, according to data from Kantar Worldpanel.

Aldi has stressed that it has a commitment to customers to offer quality products at the "best possible price" and offers a purchase option based on discount, which consists of always trying to have "the lowest prices in the market, regardless of the context".

"Even so, at a time of strong inflation, the company is making the greatest efforts so that the adjustments affect the customer as little as possible without diminishing the quality of its products and always respecting the entire value chain", highlighted the firm, which also complements the effort to contain prices in the entire assortment with a series of promotions and offers on basic products in the shopping basket and other favorite products of its customers.

These promotions allow customers to find basic products every week, including fresh products, "at the lowest market price", as he stressed.