Aldi winning over more vegetable shoppers

Posted by AFN Staff Writers on 9th September 2015

AldiNew market data released by Nielsen has revealed that more shoppers are buying fresh produce from Aldi.


The supermarket chain has recently experienced above-normal growth in value for a number of vegetables. Sweet potato has seen growth of 43 per cent whilst celery has had a 37 per cent growth. Fresh salad has been the biggest growth leader for the supermarket with a 48 per cent jump.


Vegetable industry representative body AUSVEG has said it is clear from the data that Aldi is going above and beyond when it comes to vegetable sales.


“While overall sales value is higher for most vegetables than the same time last year, we’ve seen Aldi go above and beyond the increases shown by commodities overall,” said AUSVEG spokesperson Kurt Hermann.


“For fresh salads, for example, Aldi posted growth of over 40 per cent in both value and volume sales. Coles also showed expansion in both categories, while Woolworths actually lost ground.”


“We’ve also seen other supermarkets – that is, retailers who don’t fit into the Woolworths, Coles, Aldi or IGA stables – achieve consistent growth across most vegetable commodities,” said Hermann.


“We’re pleased to see that this growth is set against an overall increase in sales value for most tracked commodities – with a vegetable-rich diet being a vital part of a healthy lifestyle, this indicates that Australians are making more of an investment in their health.”


The increase in vegetable sales is a part of Aldi’s increasing overall sales in Australia. Aldi recently revealed details about its profits in July 2015 in a submission to a Federal government senate enquiry.


According to IBISWorld’s Supermarkets and Grocery Stores in Australia industry report published in July 2015, Aldi has a market share of 8.2 per cent of Australia’s grocery sector. This can be compared to Metcash’s (IGA and SupaIGA) 8.5 per cent, Woolworth’s (including Thomas Dux) 41.9 per cent and Wesfarmers (Coles and BiLo) 31.7 per cent.


Aldi also has recently revealed long-term plans to open up to 120 stores across Australia including its expansion into Western Australia and South Australia.


“Aldi have also managed to go against the overall trend for some commodities – while carrots, pumpkin and lettuce have all seen marginal drops in sales value this year, Aldi has increased their sales value for each of them,” said Hermann from AUSVEG.


“They’ve also increased their sales volume for cucumber, capsicum and broccoli, despite this indicator actually dropping overall for these commodities, Hermann continued”


“This is a clear indicator that Aldi are increasing their market share against the retailers for several key vegetable commodities.”