Aldi: a new phase looking back to the origins of discount retailing, with prices down on more than 1.000 products

Eight years after entering the country, Aldi announces a new phase of its journey in Italy that looks back to the origins of the discount model, invented by the company itself 100 years ago, and focuses on a return to essentials to make shopping even more affordable and simple.

The Aldi model

Price, quality and trust are the key words of this new phase. The aim is to make the Aldi model even more recognisable and competitive, based on a simple promise: to offer customers low prices every day on quality products.

Aldi has, in fact, lowered the price of more than 1.000 products since the beginning of 2026, half of the range. The brand is communicating this choice clearly and transparently in stores, on leaflets and through all its touchpoints.

Affordability, always a distinctive feature of Aldi, is guaranteed by an extremely efficient operating model based on a compact, carefully selected range, simplified logistics, shop floor space rationalised around customers’ actual shopping needs and rigorous cost control throughout the supply chain.

Back to basics

The heart of the new commercial positioning lies in the “back to basics” approach, which puts real affordability, simplicity and reliability at the centre. A return to the origins of discount retailing, but also a decisive shift towards essentials. The range comprises around 2.000 lines, with the aim of concentrating value on the categories most relevant to everyday shopping.

Fresh products remain at the heart of Aldi’s offering in Italy, thanks to controlled supply chains, traceable origins, certifications and established relationships with selected suppliers. Alongside fresh products, the strategic role of non-food is growing, taking on an increasingly central position in the shopping experience.

Every Day Low Price

At the heart of Aldi’s offering is the Every Day Low Price model: an approach that frees customers from the constant pursuit of offers and makes affordability simpler, more transparent and sustainable over time. This model stems from efficiency. The international scale of the Aldi Group and the experience gained in highly competitive markets make it possible to optimise purchasing, processes and the supply chain. Every decision has a precise objective: to eliminate unnecessary costs and pass value on to the consumer.

In this process, Italian suppliers represent a fundamental element. Aldi works with companies that share the same vision in terms of quality and reliability, the ability to innovate and attention to supply-chain sustainability. In return, it offers continuity, planning and tangible growth opportunities, including access to the Group’s international markets.

Own-label products

For Aldi, own-label products are the main vehicle through which to build trust, convey its idea of quality and make the best of Italy’s production tradition accessible every day.

The private labels, which today account for more than 85% of the range, are the jewel in the brand’s crown, enabling it to offer customers a value-driven range without compromise, while directly controlling quality, recipes, packaging, innovation and the supply chain.

This approach is underpinned by strong, long-lasting relationships with suppliers, who are considered true strategic partners. Around 80% of the food offering comes from Italian companies, a distinctive element that strengthens the connection with the local area and highlights the country’s production excellence.

Stores

Stores are at the forefront of the change. New merchandising and the reorganisation of the space have made the shopping experience smoother, clearer and more intuitive, making it functional to customers’ actual needs.

The change is visible from the entrance, where the fruit and vegetable department plays an even more central role. A dedicated display highlights a selection of products of the moment offered at particularly competitive prices, while the first aisle immediately guides customers towards the essential categories of Italians’ everyday shopping: eggs, pasta, oil, sauces and other essential products. Non-food is also taking on an increasingly central role, with greater visibility and a more prominent presence in the central area of the store.

Thanks to these measures and its everyday low-price formula, Aldi reaffirms its commitment to safeguarding what really matters: the final price paid by the customer.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.