2024-01-23 19:16:00
These products will therefore also have the same packaging in Belgium as in the Netherlands or Spain, for example. “This strategy is a continuation of the reduction in the number of own brands, from 160 to 55. The objective is to reduce our costs to guarantee the lowest possible price.”
And the consumer might benefit too. “It is too early to say whether this strategy will reduce shelf prices. This might also help maintain shelf prices in the event of an increase in production costs.”
All of the products available in the various Aldi Nord supermarkets will therefore become more standardized, but there will remain specificities, Aldi guarantees. “If we take a washing powder, for example, what matters to consumers here or abroad is that it washes clothes correctly. We might therefore find a standardized range, but this will also depend on consumer expectations. If the Belgian is attached to a particular laundry detergent scent, we will make sure that he also finds it on the shelves. On the other hand, when it comes to fresh products, there are clear expectations from Belgian consumers, who want Belgian meat and local fruits and vegetables, when they are available in season. Let’s also think regarding our wine section, where the majority will be determined by our Belgian buyers, because Belgians have a very pronounced preference for wine. These purchases will therefore remain local, with ALDI Belgium taking care of the purchases. Like our Casa Morando lasagna for example: the recipe is such a success in Belgium that we will not internationalize it. If our Belgian recipe is also appreciated in other countries, it might eventually find its way there. Therefore, international cooperation also offers opportunities, because we learn from each other.”
In conclusion, it is above all at the packaging level that the changes will be significant. “The assortment itself will differ little and if we add or remove a product, it will not be a direct result of the new purchasing policy, but a consequence of changes in consumer behavior. It’s something we do and will continue to do.”
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