Grocery store brands

Aldi brand profile in the U.S.

Aldi enjoys almost 80 percent of brand awareness in the U.S., making it one of the most well-known grocery stores in the country. The German discounter chain is frequented by more than a third of grocery store shoppers, and according to our brand KPIs, it has a brand loyalty score of 29 percent. Among various generations, Aldi scores particularly well among Baby Boomers in the U.S. Many Aldi customers consider a happy relationship as one of the most important aspects in their lives.

Brand KPI profile

Aldi is well-known, but brand recognition can still improve

Close to 80 percent of grocery store shoppers in the United States recognize Aldi. The German discounter has a brand popularity score around 40 percent, and over a third of grocery store shoppers had shopped at Aldi within the past 12 months prior to our survey. Meanwhile, there is room for improvement in brand recognition, with over 20 percent of grocery store customers in the United States unaware of Aldi.

Generations

Aldi has a problem, and it is called Gen Z

When we say problem, we mean potential. The generational comparison of brand KPIs shows that Aldi needs to step up its game with Gen Z customers in the United States. From brand recognition to popularity, usage, and loyalty, the youngest consumers in our survey rank the lowest or second lowest on all our brand KPI metrics. Meanwhile, compared to other grocery store customers, Baby Boomers are more likely to recognize, like, use, and stay loyal to Aldi. The only exception here, however, is (social) media buzz, with Millennials outperforming all other generations. 27 percent of Millennial grocery store users had noticed Aldi on social media, in the media or in advertising in the past 3 months prior to our survey.

Life values

A happy relationship is more important to Aldi customers

Now we got to know a little about Aldi customers in the U.S., it’s time to look at their priorities in life. Almost 50 percent of Aldi shoppers consider a happy relationship one of the most important aspects in their lives, followed by an honest and respectable life. Overall, when it is about the most important life aspects, Aldi customers and non-customers are not that different, as our survey data shows.

Published November 20, 2023

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