Member Article

Aldi sees sales and profits hike as it increases middle class market share

The discount supermarket Aldi has announced record financial results with UK sales reportedly rising from £3.9 billion to £5.3 billion in 2013.

This is apparently down to increasing market share by winning new middle class customers, as mid market supermarkets such as Morrisons and Tesco struggle.

It has also added more fresh food and upmarket ranges to attract further consumers

Aldi UK’s pre-tax profit rose 65% according to the Financial Times, to £260.9 million in the year to December 31 2013.

Tesco meanwhile has announced their third profit warning in as many months after Britain’s biggest retailer overstated its first-half profit by £250 milion.

Sainsbury is also this week expected to report a 3-4% decline in like-for-like sales in its second quarter.

The increase in sales and profit at Aldi UK comes despite supermarket chains pledging to spend billions of pounds over the next few years to cut their prices to counter the rise of Aldo as well as German rival Lidl.

Roman Heidi, group managing director of Aldi UK, said: “We keep prices constantly low while keeping product quality consistently high, which is exactly what shoppers want.

“They had become used to thinking you have to pay more for better products. We’ve shown them this doesn’t have to be the case.”

The company denies being a “no-frills” business according to Sky News

Roman Heidi said: “No-frills suggests that shoppers have to make a compromise and that they are less satisfied with their shopping… this is not the case at Aldi.”

This was posted in Bdaily's Members' News section by Clare Burnett .