Middle class shoppers give rise to Aldi profit boom

Caroline Cassidy

The recession has undoubtedly been good news for budget supermarkets and it seems Aldi are proving the big winners of the credit crunch.

aldi profit boom
aldi profit boom

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Thanks to the introduction of more upmarket products and a string of awards, the German chain has posted a 200 per cent increase in UK profits... and it's middle-class shoppers that are fuelling the boom.

Aldi report that there has been an 18 per cent rise in the number of shoppers from the wealthier classes keen to stock up on its high-quality products.

Sales of wine are up by 90 per cent on last year, with the award-winning Champagne Philizot NV proving particularly popular at just £12.99. And the Which? Best Buy-winning Alcafe Rich Roast Ground Coffee, which retails for £1.79 for 250g, has been given a 42 per cent boost compared to 2011.

The introduction of fresh meat, fruit and vegetables has also contributed to the boom, and since the supermarket claims to be roughly a third cheaper for a weekly shop than its 'big four' rivals, it's little wonder that savvy shoppers from all walks of life are taking advantage.

Roman Heini, group managing director for Aldi in the UK, told the Daily Mail: "We're now sourcing around two thirds of our core range from UK suppliers.

"Consumers are attracted to Aldi by our brand-matched quality products and keep returning to our stores when they realise their weekly shop can cost around a third less than in the big supermarkets."

The chain is currently opening UK stores at the rate of more than two a month.

Have you switched to a budget supermarket since the credit crunch began to bite? Leave your comments below...