Despite opening its 1,000^th store in Q3 2023, Aldi remains a disruptive force in UK grocery retail thanks to its combination of value and quality.

Aldi’s Christmas performance saw its sales reach a record £1.7 billion for the four weeks to 24 December 2025, while it processed more than 57 million transactions, its highest ever in that timeframe.

At the heart of its success was its balance of quality with value. Sales for its premium range, Specially Selected, rose by more than 12% during the festive period, while it offered a ‘festive feast’ for eight people for just £11.85.

Given its long-standing strategy and continued expansion plans, it represents a significant opportunity for manufacturers and suppliers.

However, winning with the retailer depends on understanding what makes its shoppers different, what they are looking for, and how suppliers can meet these needs while also aligning with the retailer’s priorities.

Why Aldi is winning with UK shoppers

Aldi’s appeal goes beyond price. Its focused range and streamlined shopping experience resonate with UK shoppers who are seeking value, quality and discovery. Data from our ShopperVista service provides insight into what shoppers love about the retailer:

• Half (50%) of Aldi shoppers explore most aisles during their visit, the highest among all supermarkets. This behaviour shows customers’ willingness to engage with the full store offer, creating opportunities for suppliers to showcase products across categories.

• More than two-thirds (68%) enjoy browsing for new and different products, joint highest with M&S. This suggests Aldi shoppers are open to innovation, making new product development and seasonal ranges, which we expect to be key to driving footfall and volume for events, attractive for suppliers.

• And 43% of Aldi’s main shoppers have children at home, more than Sainsbury’s at 30%. Family-focused products and volume-driving solutions will help the retailer – and suppliers – win with shoppers.

Together, these behaviours underline Aldi’s unique position: a grocery retailer that is known for value, while encouraging exploration and discovery.

Why UK shoppers engage with Aldi

The fact customers trust it for both value and price powers their appetite for discovery – which is a major draw for both the retailer and its suppliers.

Unlike traditional supermarkets, where shoppers often stick to specific aisles, Aldi encourages exploration through:

• Limited duration Specialbuys that create a sense of urgency and novelty

• Compact store layouts that make browsing easy

• Clear value messaging that makes shopping simpler and easier for customers

This behaviour matters for suppliers because it increases the likelihood of unplanned purchases. In fact, Aldi shoppers over-index on impulse buying and promotional purchases compared with other retailers. For manufacturers, this means that well-timed launches and in-store activations can deliver strong returns.

Our key takeaway

As Aldi expands into new areas in 2026, it is clear that for many UK shoppers, it is more than just a discounter.

For shoppers, Aldi combines value with excitement, attracting consumers who enjoy browsing and discovering new products.

This creates a unique opportunity for manufacturers and suppliers that can deliver private label innovation, identify and meet family needs, and benefit from Aldi’s treasure-hunt experience.

Suppliers can discover and get more details on Aldi’s priorities at its 2026 Supplier Conference. Attendees will be able to hear directly from the Aldi Leadership team, meet the Buying team and strengthen their partnerships with the business.