UK: Aldi brands equal big brands - research

By | 13 August 2008

German discount retailer Aldi has said that independent research out today (13 August) supports its claim that its own-brand foods are "as good" as well-known household brands.

In blind taste tests with 15 different products across the UK, three products came out on top, with consumers preferring the retailers butter spread, stimulation drink and mineral water.

Cambridge Market Research conducted the tests on ten popular food and five drink items with over 100 British consumers in 17 different towns and cities in the UK.

It found that more than twice as many consumers preferred Aldi's own brand mineral water than Volvic, nearly four times as many preferred Aldi's energy drink to Red Bull and four out of five consumers preferred Aldi's own brand spreadable butter to Lurpak.

When compared to Heinz staples - tomato ketchup and baked beans - 12% of consumers could taste no difference between the ketchups with nearly half preferring Aldi (44%) whilst baked beans proved a dead heat (46%).

Paul Foley, managing director, Aldi said: "Brands spend millions each year to make an impression with consumers. It has been fascinating to see that when you strip away the packaging and actually sample the product, the brand image or personality has little impact on taste.

"We don't think customers should pay a premium for brands and our Taste the Nation trial proves that taste and quality is not a compromise at Aldi. We know our findings will come as a welcomed surprise to customers who are looking to make savings on their grocery bills."

Aldi performed well in 14 out of 15 trials as consumers thought they were as good as big brand counterparts including Heinz, McVities digestives, Lindt, Harveys Bristol Cream Sherry, Smirnoff Vodka, Weetabix and Magnum.

The German retailer lost out in one taste challenge, its handcooked crisps failing against Walkers Sensations Thai Chilli.

Aldi continues to gain share of a growing UK grocery market, with sales growth of 20% recorded last month.

Discounters now account for 5.9% of the UK grocery market - a record - although that is still way behind the levels seen in France and Germany.

Sectors: Retail

Companies: Aldi, Heinz, Lindt, Magnum, Walkers

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UK: Aldi brands equal big brands - research

There are currently 4 comments on this article

Well, I got the cherry-picked CMR research data that showed Aldi in a good light...

But when I asked for the Nielsen data and enquired as to how many CMR product tests were done in total (in order to gauge Aldi's overall success vs. brands), I received no response from Julie at the Aldi press office. said at 4:35 pm, September 15, 2008

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