Growing own label credibility at Aldi

Own label has been a big focus area for retailers and shoppers alike in the last few years.  A study, commissioned by Aldi, found that 91% of their own label products were seen as just as good as the big brands, with 27% even rated as significantly better than the brands.  However, according to him! research, a third of Aldi shoppers would still like to see the selection of brands available improved, so brands clearly still play a invaluable role in driving shoppers to the stores.

Source: Discounter Tracking Programme  - 1,000s of shoppers interviewed at Aldi, Lidl, Iceland, Farmfoods, Wilkinsons & Poundland