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Aldi - Verdict Company Briefing

Aldi - Verdict Company Briefing

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Executive Summary

Having benefited from the economic downturn Aldi is keen to retain its burgeoning customer base during the recovery. There will be less pressure on customers to shop at Aldi, but the retailer is trying to retain them by increasing its fresh offer which will make it a viable alternative for a weekly shop. It must however ensure it adequately promotes its brand and products to customers.

Key Findings

Benchmark your performance in food & grocery with detailed key performance indicators across sales and space data for Aldi

Plan your expansion strategy by understanding how and where Aldi has increased its store portfolio, and the impact this has had on densities

As a planner, assess the viability of an Aldi store by examining its sales densities, and understanding its expansion plans


We expect further healthy growth from the retailer as space growth, driven by store openings, continues and stores are more productive with positive l-f-l trends. This growth is set to slow, however, as l-f-l gains will be harder to come by in its more mature stores, however it will still grow faster than the overall food & grocery market.

Having opened its first smaller format store in Kilburn, London in April 2013, Aldi can use the convenience channel to become more competitive and provide a more relevant offer to customers. While the market is very competitive and rents are high on these town centre sites, Aldi can become a successful multi-format retailer, gaining more visitors.

Aldi opened its 500th store in October 2013 as it continues to expand its store portfolio to meet burgeoning demand for its discount offer. The landmark opening highlights that Aldi already has a significant presence in the UK, but it must expand further as it remains behind discount rival Lidl.

Reasons To Buy

How will Aldi's food & grocery sales grow in 2014, and what impact will this have on market share

What are Aldi's plans for expansion over the coming years, and how will this contribute to sales growth

1 Outlook

1.1 Overview

1.2 Food & Grocery

1.2.1 Store expansion must accelerate to maximise growth

1.2.2 Greater store and product variety will drive additional growth

1.2.3 Convenience stores will increase Aldi's competitiveness

1.2.4 Aldi's rumoured online grocery plans

2 Company Overview

2.1 Overview

2.2 Company Information

2.3 Proposition

3 Recent Key Events

3.1 Overview

3.2 Company News

3.2.1 Aldi raises staff pay with GBP8.40 hourly rate

3.2.2 Aldi plans online launch for 2016 as operating profit falls back

3.2.3 Aldi moves into music streaming in Germany

3.2.4 Aldi set for high court battle over Bargain Booze ad

3.2.5 Aldi challenges grocery rivals with school uniform for GBP4

3.2.6 Aldi among retailers hit by fine for price fixing in Germany

3.2.7 Aldi plans move into Italy with Austrian business Hofer

3.2.8 Aldi could be planning UK online grocery trials

3.2.9 Aldi Swap and Save adverts banned by ASA

3.2.10 Aldi's successful UK duo set to part ways

3.3 Store Expansion

3.3.1 Team GB sponsor Aldi to open 60 UK stores before Rio Olympics

3.3.2 Aldi plans store and training centre in north Liverpool

3.3.3 Aldi plans new store openings in London

3.3.4 Aldi to add another 70 UK stores and employ 5,000 more staff

3.3.5 Aldi looks at long-term expansion drive in China

3.3.6 Aldi announces plan to spend GBP600m on UK expansion

4 Financial Performance

4.1 Overview

4.2 Current Trading

4.3 Five Year Key Statistics

4.4 10 Year Trading

4.5 10 Year Space

5 Operating Performance

5.1 Overview

5.2 Sector Summary

5.3 Food & Grocery

5.3.1 Sales

5.3.2 Sales densities

5.3.3 Market shares

5.4 Discounter Market Share

6 Customer Insight

6.1 Overview

6.2 Food & Grocery

6.2.1 Visitors

6.2.2 Main users

6.2.3 Conversion rates

6.2.4 Loyalty

6.2.5 Competitors

7 Methodology

7.1 Methodology: Outlook

7.2 Methodology: Company Overview

7.3 Methodology: Customer Insight

8 Appendix

8.1 About Verdict Retail

8.2 Disclaimer

Figure 1: Net store expansion of the 10 largest grocers (total stores), 2008-13

Figure 2: Aldi promoting its Specially Selected range, 2014

Figure 3: Aldi promoting its mobile app, 2014

Figure 4: Aldi fascia, 2014

Figure 5: Aldi UK sales (GBPm) and y-o-y change (%), to December 2010-15e

Figure 6: Aldi UK operating profit (GBPm), to December 2008-13

Figure 7: Aldi sales split by sector (%), calendar year to December 2015e

Figure 8: Aldi food & grocery sales (GBPm) and year-on-year change (%), calendar year to December 2010-15e

Figure 9: Aldi food & grocery sales densities (GBP/sq ft) and year-on-year change (%), calendar year to December 2010e-15e

Figure 10: Aldi food & grocery market shares (%), for calendar years 2010-15e

Figure 11: Aldi discounter market shares (%), for calendar years 2010-15e

Figure 12: Aldi food & grocery visitor share (%), 2010-14

Figure 13: Aldi food & grocery visitor share by demographic group (%), 2014

Figure 14: Aldi food & grocery main user share (%), 2010-14

Figure 15: Aldi food & grocery main user share by demographic group (%), 2014

Figure 16: Aldi food & grocery conversion rates (%), 2010-14

Figure 17: Aldi food & grocery conversion rates by demographic group (%), 2014

Figure 18: Aldi food & grocery loyalty (%), 2010-14

Figure 19: Aldi food & grocery loyalty by demographic group (%), 2014

Figure 20: Aldi food & grocery disloyal main users' preference stores (%), 2014

Figure 21: Aldi food & grocery main users' shopping around rates, 2014

Table 1: Aldi company information, 2014

Table 2: Aldi retail proposition, 2014

Table 3: Aldi trading update

Table 4: Aldi trading update

Table 5: Aldi UK key operating statistics, 2010-15e

Table 6: Aldi UK trading record, 2005-15e

Table 7: Aldi UK store profile, 2005-15e

Table 8: Aldi food & grocery sales (GBPm) and year-on-year change (%), calendar year to December 2005-15e

Table 9: Aldi food & grocery sales densities (GBP/sq ft) and year-on-year change (%), calendar year to December 2005e-15e

Table 10: Aldi food & grocery visitor share by TV region (%), 2014

Table 11: Aldi food & grocery main user share by TV region (%), 2014

Table 12: Aldi food & grocery conversion rates by TV region (%), 2014

Table 13: Aldi food & grocery loyalty by TV region (%), 2014

Table 14: Aldi food & grocery drivers of loyalty (%), 2014

Table 15: Aldi food & grocery drivers of disloyalty (%), 2014

Table 16: Aldi food & grocery potential main user gains and losses, 2014

Table 17: Aldi food & grocery main users' other food & grocery stores used (%), 2010-14

Table 18: Aldi food & grocery main users' retailers most used in other sectors (%), 2014

Table 19: Sample sizes by sector, 2015

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