In the continuing stoush between the supermarket giants of Australia, it turns out savvy ALDI shoppers are more willing to buy home-brand products than at Coles and Woolworths, according to Roy Morgan.
While nearly half of Aussie shoppers fall over themselves in a quest for a bargain, 70 per cent of those shoppers will still generally stick to their favourite brands, said a new survey coming out of the research behemoth. Only 38 per cent buy the store’s own products.
Except with ALDI.
Some 63 per cent of ALDI regulars are partial to the German supermarket’s own brands, as opposed to other brands the store stocks.
The research found ALDI shoppers were much less likely to agree with statements relating to trusting well-known brands than the stores’ own and having favourite brands, than Woolies and Coles consumers.
“Over the last five years, the proportion of grocery buyers who say they buy more stores’-own products than well-known brands has remained static,” said Angela Smith, group account director at Roy Morgan. “Australians are not becoming more open to them: on the contrary, trust of well-known brands over stores’-own has grown slightly since 2010, as has the proportion of grocery buyers who tend to stick with their favourite brands for most things they buy.
“Grocery buyers who usually shop at ALDI are a striking exception, being keen bargain-hunters and prolific consumers of stores’-own products. A product’s brand or label is less likely to be a conscious factor in their purchasing decisions.”
It’s been a pretty consistent battle between the Aussie supermarkets. ALDI was named the top supermarket in Australia for a third time by Roy Morgan and has appeared to win the advertising war against the other two.
Woolies’ ‘Cheap Cheap’ creative offering was branded an “utter travesty” by industry professionals in February this year, while ALDI’s quirky, and sometimes bizarre, ads have received a pat on the back.
And in a bid to try and lure even more customers away from the two other supermarkets, ALDI is upping its fancy-ness, improving the ambience at the store in display and layout as well as increasing its gourmet range.
However, ALDI’s continuous rise to the top could pose an issue for agencies as the popularity increase could squeeze the margins of Coles and Woolies, affecting the ad spends.
Whatever the case, it seems the waging war is far from over.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]