Aldi expands premium range as shoppers demand more luxury

Aldi Ireland, the German discounter that yesterday opened its 123rd store, is expanding its range of premium products by a third to capitalise on renewed confidence and predilection for luxury among post- recession Irish consumers.

The group, which is planning to follow up this week’s opening in Athy with new stores in Sallynoggin and Bandon, said sales of its “Specially Selected” premium range rose by 24 per cent last year.

Irish consumers, it said, are increasingly seeking out “premium tier products such as steaks, wines and artisan dairy”, as renewed consumer confidence has buttressed the grocery sector.

Aldi said it is expanding its total number of product lines by 150 to 1,500, including a one-third expansion of Specially Selected to more than 100 lines.

‘Marked shift’

Finbar McCarthy, group buying director for Aldi, said there has recently been a “marked shift” in consumer buying habits.

“Consumers are tending to choose more premium products. Our customers tell us they want a little bit of luxury in their weekly grocery shop without the hefty price tag,” he said.

The discounters Aldi and Lidl have tweaked their Irish offering as the economy recovers.

To better serve shoppers seeking luxury, Aldi is introducing additional products including lassi yoghurt drinks, fine wines, biscuits, desserts, and cooking sauces.