Young, affluent..... and at a discounter

ALDI’s latest Christmas TV adverts send a quality and value message across a range of products appealing to different ages and socio economic groups. This is logical given that in the past year the discounters have been attracting customers who are:

» Younger (45% are under 34 years v 24%)
» More affluent (38% are ABC1 v 33%)

As discounters become more successful, it becomes even more important to understand their shoppers and figure out how we can better satisfy their shoppers. Despite the fact that the ALDI adverts heavily plug brands that are less well known in the UK, one third of discounter shoppers would like to see more nationally known brands in the store.

Contact your him! account manager to understand how our Discounter Tracking Programme insights can help you.