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The Private Label Issue – Aldi Süd

As part of ESM's annual Private Label Issue, we spoke to Nastaran Amirhaji at Aldi Süd, about how the discounter is seeking to keep ahead of future trends in private label.This article first appeared in ESM Issue 3 2021.

Like its peer, Aldi Nord, discounter Aldi Süd is dominated by private label – some 90% of the products sold on its shelves are developed in-house. Having this level of control over its supply chain has served the retailer well during the pandemic, with consumer demands shifting more towards high-quality products that meet the needs of a balanced diet, according to the retailer.

“When designing our range, we decided a few years ago to focus on more freshness, quality, sustainability and regionality,” says Nastaran Amirhaji, Aldi Süd’s national communications spokesperson. “In this way, our customers find exactly the selection they need for a conscious lifestyle. We believe that the trend towards more sustainability, conscious nutrition, mindfulness, and, in general, a health-oriented way of life will continue to intensify.”

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