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Aldi Named Young Germans' Favourite Supermarket

Published on Nov 10 2017 12:00 PM in Retail tagged: Germany / Aldi Süd / Aldi Nord / YoungBrandAwards

Aldi Named Young Germans' Favourite Supermarket

Aldi has been named as Germany's ‘Most Popular Supermarket’ among young people, beating its competitors Rewe, Lidl and Edeka.

The two German discounter chains Aldi Süd and Aldi Nord jointly won the prize at the 2017 YoungBrandAwards, against five other competitors in the category.

The winner was followed in descending order by Rewe, Lidl, Edeka, Kaufland and Penny.

The YoungBrandAwards celebrates the brands that are most popular among young German consumers through an online vote of 27,000 participants. Over 11,000 of the votes were cast by people aged between 13-29.

“We are delighted that young people are enthusiastic about Aldi and that we are the most popular supermarket. Our young customers value our product range, our good price-performance ratio and our modernised branches," said Serra Schlesinger, head of corporate communications at Aldi Nord.

Increasing Investment

"We have taken various measures in the recent past to increase the brand experience," added Kirsten Gess, head of communications at Aldi Süd.

"The award is a nice endorsement that shows us that the Aldi brand is also very popular with the young target group.”

Earlier this week, it was reported that Aldi Süd is planning the biggest investment programme in its history, spending €3.5 billion by 2019 to bolster its German store network.

In September, Aldi reaped customer favour in the UK when it was voted as the country’s favourite supermarket at the 2017 Good Food Awards, beating Sainsbury's and Waitrose, despite being only the fifth-largest supermarket in the country.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Kevin Duggan. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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