In the competitive world of supermarkets in the United States, chains like Walmart, Costco, and Target have dominated the market for years. However, a German-origin brand has forcefully entered this sector, changing the rules of the game. Aldi, a chain that began operating in the United States in 1976 under a different name, has managed to position itself as a serious competitor to these giants.
The key to Aldi's success lies in its low-price strategy and efficient operating model. According to Forbes, Aldi has managed to surpass its traditional competitors, becoming the most affordable supermarket for American consumers. The chain has grown very rapidly, going from 1,140 stores in 2011 to nearly 2,500 in 2025, with plans to exceed 3,000 by the end of the year, according to Forbes.
A Strategy Focused on Low Cost
According to eMarketer, the number of customers visiting Aldi stores grew by 12% in the last quarter of 2024. This increase in consumer traffic reflects the success of its strategy. Aldi also stands out for its radically different approach to retail.
Instead of offering national brand products, almost 90% of its offerings consist of private label products. This strategy allows it to significantly reduce costs and keep prices low, a key factor in attracting consumers looking to save money in a challenging economic environment.
Additionally, Aldi has also optimized its operating model to maximize efficiency; its stores are smaller than those of other competitors, which reduces operating costs. Products are displayed directly in shipping boxes, eliminating the need for traditional shelving, and staff in the establishment is minimized. All of this contributes to offering lower prices without sacrificing quality.
The "Aldi Finds" as a Key to Success
One of the most unique elements of Aldi is its special section called "Aldi Finds" or "Aisle of Shame," which offers products that vary weekly. From furniture and appliances to unusual items like pet clothing and tools, this section has been a resounding success among customers. This element of surprise is so popular that it accounts for approximately 20% of the chain's annual revenue.
The "Aisle of Shame" has caused an online community, who share their finds and organize trips to visit several stores in one day. This discovery experience is a key factor that has contributed to customer loyalty toward Aldi. The surprise and excitement this section offers make consumers return regularly, turning Aldi into a unique shopping experience.
With an innovative operating model and a strategy focused on efficiency, Aldi has managed to position itself as a formidable competitor in the U.S. market. Its growth and popularity show no signs of slowing down, highlighting the impact it is having on retail giants like Walmart and Costco.