Wednesday, February 12th, 2014

ALDI supermarkets continue to go from strength to strength, quadrupling their customer base over the last eight years from under a million to 4.2 million people shopping there in an average four-week period. While this falls a long way short of the 8.8 million customers shopping at Coles or the 9.5 million at Woolworths, ALDI’s long-term gains in terms of market share indicate that the European supermarket chain is on the up and up.

As of December 2013, Roy Morgan’s Supermarket Currency report placed ALDI in the Top 3 of supermarkets in terms of market share. Accounting for 10.3% of all grocery dollars, ALDI surpassed even IGA (9.5%). At 39.0%, Woolworths still maintains the largest slice of the pie, while Coles continued to improve, achieving its highest market-share proportion since March 2008 at 33.5%. 

Proportion of all grocery dollars spent at each supermarket


Source: Roy Morgan Single Source (Australia), January 2005 - December 2013, latest 12 months to December 2013 n= 14,006.Base: Grocery Buyers 14+

Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:

“Despite the long-standing dominance of Coles and Woolworths, ALDI have shown that it’s not a two-horse race. More importantly, ALDI’s popularity also suggests that there are opportunities for other international supermarket giants to successfully enter the Australian grocery market.


“While ALDI’s increase in market share over the last eight years may seem like a slow burn, they’ve actually secured a sizeable chunk of the $82 billion grocery market. It’s not that Metcash/ IGA are any less important to consider, but they haven’t made the same kind of gains over the last few years.


“Despite Woolworths posting above-average sales in their latest quarter, this hasn’t had any noticeable impact on their market share, as Coles continues to close the gap, and ALDI continues to grow.”

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Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
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supermarkets, FMCG, retail, Coles, Woolworths, ALDI




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