ALDI is narrowing the gap between it and major Australian retailers in the fresh produce category, according to a new perception study.
Australian shoppers ranked the value of fresh vegetables at ALDI as being equal to that of Woolworths’ produce and only slightly lower than for Coles and speciality retailers, the Project Harvest tracking study reveals. Horticulture Innovation Australia commissioned the survey on behalf of the vegetable industry.
ALDI fared less well in terms of quality, with shoppers giving it a slightly lower ranking than Coles and Woolworths, but the same as independent supermarkets.
Speciality fruit and vegetable retailers topped the poll, with consumers ranking greengrocers number one for value, quality and choice.
“Consumers continue to see their local greengrocers as leading the pack when it comes to fresh vegetable offerings, but it’s clear that they do see some strong distinctions between other retailers as well,” AUSVEG spokesman Jarrod Strauch said.
ALDI opened its first store in Australia in 2001 and now operates 10,000 stores in 18 countries, with a combined annual turnover of $712 billion.
