Customers “Value” Aldi Ireland Private Brand

aldiResearch by Irish firm Ignite Research for Retail Intelligence has found that 30% of consumers believe Aldi Private Brands offer the best value for money of all Private Brand offerings currently on the market. Aldi’s Private Brand portfolio scored highest among consumers from the Rest of Leinster and Munster regions, where 34% rated it the best.

The survey of 1,000 customers found that 24% felt Tesco Private Brands offered the best value for money, with Lidl in third place on 19%.

Tesco scored highest among Rest of Leinster consumers, where 28% ranked it highest, while Lidl performed best in the Connacht/Ulster regions, where 23% ranked it highest. Further down the list, Dunnes Stores’ Private Brand range was rated best by 14% of respondents (scoring highest in Connacht/Ulster, with 17%), followed by SuperValu at 6%, Superquinn at 4% and Marks & Spencer at 3%.

The biggest difference in terms of male/female preference was seen at Lidl, where 21% of males thought that Lidl Private Brands offer the best value for money, compared to 16% of females; and Dunnes, where 16% of females thought its own-brand range offered the best value for money, compared to 11% of males.

Aldi scored highest among 25-34 year olds and 35-44 year olds, scoring 34% and 35% respectively. Lidl rated highest among 18-24 year olds, with 21%, while Dunnes Stores and Lidl tied for importance among over-55s, on 21%.

Source: Retail Intelligence

 



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.