Aldi Business Model (What Is It, Strategies + More)

Aldi is currently marked as the shopper’s favorite retail store due to the low prices of fresh food and products. That said, millions of people visit Aldi to take advantage of its prices, which are much lower than most competitors.

However, most customers often wonder why Aldi has low pricing giving rise to the question, what’s Aldi’s business model? I looked into the matter, and here’s what I found out!

What Is Aldi’s Business Model In 2024?

Aldi’s business model is based on low pricing of products instead of driving competition with other stores in the industry as of 2024. Known as a discount store, the company ensures that it limits avoidable costs to sell products at the lowest possible prices. Thus, Aldi records more sales which in turn increases its gross profits.

If you want to know more about Aldi’s business model, how it works, the business strategies, and much more, keep reading!

How Does Aldi’s Business Model Work?

The Aldi supermarket business model works around low pricing of products in comparison to the general market competition.

With a motto that states, “offering high-quality groceries at everyday low prices,” Aldi strives to ensure that the products at the store are affordable at times.

Further, the strategies that support the low pricing business model by Aldi include:

Target Market

Aldi’s central target sector is people in the middle class because this group is moved by the price tag rather than the product’s quality.

That said, this factor puts Aldi in a better market coverage position than other competitors such as TESCO, ASDA, Lidl, Netto, BI-LO, Kwiksave, Save-A-Lot, and Penny Market.

Private Label Brands

About 90% of products sold at Aldi are from the company’s private-label brands.

Ideally, the company stocks a limited variety of groceries with more Aldi-labelled products to give the company a more competitive advantage in the market.

Also, the technique of stocking private label brands helps the company reduce any costs that may arise from intermediaries.

Consequently, the company can manage to set low prices for consumers.

Limited Variety Of Goods

While a typical supermarket may stock over 10,000 SKUs, Aldi only stocks a limited variety of items amounting to approximately 1,500 SKUs.

Therefore, the choices are often limited to Aldi’s private label products to avoid high costs associated with popular brands.

Unlike other supermarkets, Aldi avoids constant negotiations with suppliers on payment terms, promotional support, and shelf space.

Hence, the company keeps low supply chain costs to sell products at discounted prices.

Self-Service Attitude

Aldi is vastly known for encouraging a self-service attitude among customers.

With that, this strategy helps the company minimize store labor because it reduces the number of employees in the store.

For example, the activities that promote the self-service attitude include the requirement of customers to return their shopping carts to their correct positions.

Ideally, a customer is supposed to deposit a coin when picking up shopping carts and get a refund once they return the coin to the correct positions.

This way, the store cuts costs on the shopping cart labor.

Additionally, customers are required to bring their shopping bags and bag their own groceries, an activity that makes the checkout process at Aldi more efficient than in other stores.

In addition to this, Aldi reduces labor costs by stocking items in their shipping packages.

Limited Working Hours And Working Spaces

Aldi reduces store operating costs by running shorter opening hours.

In addition to this, the company doesn’t target top locations but uses limited space to lower construction costs and promote faster shopping experiences for customers.

What Strategy Does Aldi Use In Its Business Model?

What Strategy Does Aldi Use In Its Business Model?

Primarily, Aldi uses a competitive pricing strategy to drive its business model.

That said, this strategy allows it to settle on the best prices for its customers while offering high-quality and low-priced products.

Also, other significant strategies on how Aldi changes its business strategy include:

Changing Product Mix

These strategies refer to a broad range of set products or services offered by a firm. Moreover, this technique allows customers to understand a company’s product mix deeper.

Further, this enables customers to critically study and analyze its brand image and determine the width and depth of a company’s diversification.

Shift To Gross Margin Strategy

This strategy refers to obtaining a higher margin net revenue and gross revenue to save more capital necessary to offset the company bills, such as wages and debts.

Additionally, this strategy always puts Aldi ahead of others since the result is discounted prices in the store.

Reinforcing The Low-Price Reputation

This strategy ensures the impulsive purchase of products from the customers. While practicing this, Aldi maximizes the profit.

Promotional Capabilities & Total Store Merchandising

This is a marketing strategy aimed at increasing the visibility of the products in the market. Also, it can lead to a massive outflow of products.

Therefore, Aldi uses incentives to capture its clients to strengthen its relationship with its customers.

Strong Communications With Shoppers

Proper communication with the customers is vital in the sales industry as it builds the level of trust and confidence in customers.

That said, communication makes Aldi get customers’ complaints and attend to them fairly and honestly.

What Are The Three Core Elements Of Aldi’s Business Strategy?

The three core elements of Aldi’s business strategy include consistency, simplicity, and responsibility.


The consistency of Aldi Supermarket is tied to its reliability and explains the unique nature of Aldi products in the market.

That said, the availability, high quality, and continuous supply of its products are beyond reproach. Also, the company is consistent in its fair prices and day-to-day activities spectrum.

Ultimately, Aldi holds a high level of professionalism.


Among Aldi’s most unique strategies is the simplicity of operations in the store.

For example, the company encourages a no-frill culture that immensely contributes to lower operational costs.

Instead, Aldi emphasizes efficiency, clarity, and precise orientation, which captures both the organization and customers.

Essentially, simplicity makes the company’s running easy and seamless since the guidelines are well stipulated.


Aldi commits itself to its stakeholders by taking responsibility for the pros and cons of every activity it gets involved in.

That said, Aldi prides itself on virtues such as honesty, equality, hospitality, and service acquittances.

Further, all these aim to cultivate a high level of trust and confidence with customers for a long and quality business relationship.

Collectively, these three elements have led to an increase of Aldi’s market share by 0.7 percentage points to 8.2%, matching its highest ever records in market share.

Consequently, it has also contributed to Aldi being Britain’s fifth-largest supermarket group. Currently, it trades from 920 UK stores and has a market share of 8%.

How Is Aldi’s Business Model Different From Other Retailers?

Aldi applies a unique approach to retailing by focusing more on the cost of items.

To deliver low pricing to the customers, the company employs thrifty ways of reducing any purchasing, storage, and in-house merchandising costs.

As such, Aldi makes its operation as efficient as possible and upholds its central fundamental values of simplicity, consistency, and responsibility.

To learn more about Aldi, you can also read our posts on Aldi’s competitive advantages, Aldi statistics & facts, and the biggest Aldi competitors.


In conclusion, Aldi’s business model is guided by a cost leadership strategy that drives low prices of items at the store.

Also, Aldi is among the few companies that reduce operational costs in order to help customers save more.

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Marques Thomas

Marques Thomas graduated with a MBA in 2011. Since then, Marques has worked in the retail and consumer service industry as a manager, advisor, and marketer. Marques is also the head writer and founder of

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