consumer insight

The Hard Discounter Report

The current millennium has heralded the emergence of discounters across Europe and the recognition of a new force in developed retailing. Over the last few years, the growth of this format has taken many retailers and manufacturers by surprise and triggered a clear need for response strategies to capitalise on the growth trend.

Designing effective response strategies has, however, been notably

difficult given the absence of factual, objective information on

discounters. The intentionally low visibility of prominent players

within the discount segment has contributed to this and stymied

efforts to create a useful appreciation of the workings of the discount

channel. A deliberately low media profile, unavailability of published

results and lack of cooperation with industry bodies and service

providers have made the discounter segment almost impenetrable.

Until now. The Nielsen Company’s proprietary system of Cash Slip

Store Intercepts has been able to build a composite picture of

discounter activity across geographies. By tracking discounter sales

trends in a systematic manner for the first time, we have

uncovered the aspects that are defining and driving the discounter

phenomenon in Europe.

Admittedly, the size and scope of any exercise to understand

discounters is a demanding one that entails dealing with an

enormous amount of data and statistics. To create greater clarity

this report focuses on two of the largest and pre-eminent players

within this segment. Both Aldi and Lidl are synonymous with

discount retailing and are clear leaders within the segment. For

many, they are the bellwethers of the discount world and their

strategies are a powerful indicator of where the discount channel is

heading and the width of tactics it typically employs in the markets

where it exists.

Europe • June 2007

An Overview of Aldi and Lidl in Europe based on The Nielsen Company’s coverage of the Hard Discount channel across Europe

Aldi’s owners are thought of by many as the

pioneers of the discount principle. Though it

owes a large proportion of its overall sales to

Germany, it is also present in 13 other European

countries and is divided – due to its separate

ownership structure – into two entities: Aldi North and

Aldi South. Aldi North has 4,274 stores and Aldi South has

2,344 stores that are spread across Europe with a mutually exclusive geographic presence.

Germany, France, Netherlands, Belgium and Austria have the highest number of Aldi stores

followed by the UK, Denmark and Spain. Amongst the newer European countries, Aldi is only

present in Slovenia where, like Austria, it uses the ‘Hofer’ brand name. (See Chart 1)

Aldi has cumulatively increased its store count on a continuous basis since its inception in

1991. In terms of store density, in Austria, Belgium, Germany and Netherlands – all markets

that Aldi entered during the early phase of its existence – there is one Aldi store for every

20,000 inhabitants. This indicates a lot of space for Aldi to expand within countries it has

entered more recently. If Aldi did attempt to match this store density in each of the other

European countries that it is present in, the number of Aldi stores in Europe would triple.

However, Aldi’s approach to market entry and store expansion has been conservative.

Despite its growing presence, Aldi’s progress is not uniform across markets. In some markets it

has managed to garner a significant share of trade whereas in other markets it seems relatively

under-represented. While it has managed a high single digit or double digit share of trade in

markets like the Netherlands, Germany and Belgium, it seems less popular in markets like

France, the UK and Ireland. Aldi’s turnover per store too reflects this with a higher turnover for

Belgium, Germany and the Netherlands but a relatively low per store turnover in France and

Ireland. This can be attributed to differences in both the number of stores across countries

as well as variations in consumer demand for the discount channel (Ireland) or more intense

competition within the discounter channel (France). What this does belie though is the fact

that Aldi’s stringent focus on costs is likely to translate into much higher margins which will

continue fuelling its growth. (See Chart 2)

By analysing the performance of Aldi and Lidl in countries where they comprise more than

5% of retail sales either individually or in concert, we have arrived at a clear picture of their

preferred strategies and a cross-comparison between them. The report uses key parameters

such as the number of stores, share of trade, category importance, pricing policies and

assortment strategies to shed light on a section of the retail market that has thus far been

obscured by a lack of insightful information.

Focus on Aldi in Europe

Contents�

Focus�on�Aldi�in�Europe...2

�Focus�on�Lidl�in�Europe...4

�Comparison�of�Aldi�and�Lidl�in�Europe...6

�Threats�to�Lidl��and�Aldi...7

Aligning�your��Price�and�Promotions�strategies�to�compete�against�Hard�Discounters...8

Homing�in�on�the�discounter�phenomenon�–�a�consumer�panel�view�of�Aldi�and�Lidl�in�Europe...10

2

The lack of uniformity in Aldi’s progression and country-specific

performance is also reflected at a category level. At a pan-European

level, Aldi’s share of trade across categories appears to vary

widely. Despite a remarkable 17% share of trade for ready-to-

drink shelf stable juice across Europe, it has a meager 2% share of

deodorants. These disparities point to the fact that consumers may

be choosing to shop within discounters for some items but not for

others. It also means that in some markets, non-discounters and

manufacturers have adopted successful strategies to fight off Aldi.

Interestingly however, Aldi’s strength in select categories seems

to be geographically consistent. When analysed for their relative

importance to Aldi’s assortment, the categories that registered a

high importance were common across countries, pointing to its

ability to deliver better value to consumers for certain categories.

(See Charts 3 and 4)

In terms of pricing, despite the fact that Aldi’s product quality is

typically good, it still occupies the position of a price fighter. On

average, its price across categories is lower by a sizeable 40% and

slightly less (30%) in Germany. Once again, a lack of uniformity is

evident in pricing as well. Price alignment for the same category

is limited with the same category operating at different levels of

discount to the average category price across different countries.

There are also factors other than price that may be working in

favour of Aldi within some categories vis-à-vis others. For instance,

in the Toilet Paper category, a limited 10% discount appears

to have resulted in a 16% share of trade for Aldi. Conversely, in

categories like Shampoos and Deodorants, a deeper level of price

discount (-50%) has not necessarily guaranteed a higher share of

trade. Once again, variations in product quality, pricing strategies

and emotional pay-offs appear to be at play.

Typically characterized by smaller category assortment sizes,

discounters use more limited product ranges to ensure streamlined

operations, efficient sourcing and better shelf utilization. This results

in tremendous savings that enable greater price compression. Aldi

too offers an average of just seven items per category with each

item clocking sales of over 10 million € annually. By limiting the

number of items, Aldi manages to ensure that suppliers produce

sizeable volumes of each item in a single run and extract even

greater economies of scale. Faster turnover and logistically efficient

pallets result in greater product freshness and even more profitable

inventory management. (See Chart 5)

Belgium

France

Germany

Ireland

Netherlands

TOTAL

11.9

2.0

16.2

0.8

8.2

0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0

9.7

Total FMCG

Juice - Ready to Drink (shelf stable)Toilet Paper

Coffee - InstantPaper Towels

Chocolate ConfectioneryChips/Snack Mixes

Feminine Hygiene - Panty LinersCoffee - Beans/Ground

Pet FoodFacial Tissues/Handkerchiefs

Toilet CleaningDish Cleaning - Automatic

TOTAL FMCGYoghurt

Dish Cleaning - HandPasta/Noodles

Butter/MargarinePackaged Water

Laundry DetergentsBaby DIapers

Air FreshenersHousehold Cleaners

Feminine Hygiene - Towels/PadsFabric Softeners

InsecticidesFeminine Hygiene - Tampons

Hair - StylingBeer

DeodorantsHair - Colour

Hair - ShampooShaving - Blades

Shaving - Razors - Disposable

0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 20.0

Share Value

250

200

150

100

50

0

Shaving - B

lades

Hair - C

olour

Shaving - R

azors

- Disp

osable

Hair - S

hampoo

Deodoran

ts

Hair - S

tyling

Air Fres

heners

Toile

t Clea

ning

Feminine H

ygiene -

Towels

/Pad

s

Feminine H

ygiene -

Tampons

Fabric

Softeners

Butter/M

argari

ne

Feminine H

ygiene -

Panty Li

ners

Paper

Towels

Pet Fo

od

Laundry D

etergen

ts

Packa

ged W

ater

Yoghurt

Household Clea

ners

Coffee -

Beans/G

round

Pasta/

Noodles

Toile

t Pap

er

Juice - R

eady to

Drin

k (Shelf

Stable)

BelgiumFranceGermanyNetherlands

Weaker Aldicategories

Stronger Aldicategories

3000

2500

2000

1500

1000

500

0

Aldi North: 4274 Stores Aldi South: 2344 Stores

395240

670

2425

12

410

122

370

1616

30 8

320

Belgium

Denmark

France

German

y North

Luxe

mbourg

Netherl

ands

Spain

Austria

German

y South

Irelan

d

Switzerl

and

United Kingdom

Chart 1

Chart 2

Chart 3

Chart 43

Aldi is present in 14 European countriesNumber of Aldi stores in Europe

The share of trade of Aldi is very different by country due to number of stores and customer demandShare of trade: Aldi, by country

The share of trade of Aldi in Europe is very different by categoryShare of trade: Aldi, by category

The Aldi strength by category tends to be similar across countriesCategory relative importance in Aldi assortment

Within Aldi’s stores, the assortment is predominantly local with an

extremely limited presence of branded goods. When branded goods

do get listed within discounters, it is usually with just one item. In the

last year (2006), less than five new brands were introduced in Aldi

stores, for example in Belgium, Netherlands or France.

A notable aspect of Aldi’s assortment strategy is that it is constantly

reviewed and revised to ensure that only the highest selling items

continue in order to maintain profitability. On average Aldi tends to

introduce 350 new items or strongly modified items per year in its

stores.

Focus on Lidl in EuropeLidl’s expansion across Europe has been aggressive and ongoing.

Currently present in 20 countries across Europe, Lidl has opened stores

at the rate of one per day over the last 15 years. It’s largest markets in

terms of the number of stores it has in each are Germany, France, Italy,

Spain, UK and Belgium. Across this wide network of stores Lidl follows

a centralized approach to assortment management with the same

assortment present in each store.

Like Aldi, Lidl too does not have its stores distributed

evenly across the markets where it is present. Its

wider range of geographic focus and lower

overall store density has resulted in broad

variations in its share of trade in each

country. In markets such as Germany and

Greece, Lidl has cornered a respectable

share of trade but appears to be less

successful in Ireland and the Netherlands.

The turnover per store mirrors the trend in

overall share of trade within a country. Together

with differences in store numbers, the average

turnover per store indicates that this is also likely to reflect

consumer demand for the discount channel in these countries.

Analysed more closely at a category level, Lidl’s share of trade differs

vastly across individual categories when viewed at a regional level. In

categories like Juice, Toilet Paper and Chocolate Confectionery, it has a

high single digit share of trade but in categories like Shaving Blades and

Razors, Hair Shampoo and Hair Colour, its share is negligible.

(See Chart 6)

Notably, Lidl’s category strengths are observed to be identical across

boundaries. When analysed for a given category’s relative importance

in the Lidl assortment, the results are similar across countries.

Exceptions to this situation occur only in a few categories where a

difference in local tastes influences purchase behaviour strongly. For

instance, categories like Beer show wide variations due to differences

in consumer preference that may be likely to favour more local brands.

(See Chart 7)

Lidl’s pricing level too appears to change depending on the country and

category under analysis. At a country level, its price differential versus

the rest of the market is almost always over 30%, ie Lidl’s products

retail for less than 70% of the market price. The sole exception to

this being Germany where Lidl possesses a lower differential of 18%

compared to the rest of the market. This is primarily due to the fact

that Lidl in Germany stocks branded goods thereby lowering the

degree of discount between its products and the rest of the market on

an overall basis.

True to its discount positioning, Lidl, like its counterpart Aldi, is a

price fighter that sells products at a discount to other players in a

given category. The level of discount does change depending on

the category. In categories like Toilet Paper, Baby Diapers and Facial

Tissues, the discount hovers between 10%-20%. This differs

drastically compared to a much deeper level of discount

in other categories such as Deodorants and Hair

Shampoos where the level of discount goes as low

as 60%-70%.

Interestingly, the pattern of discounts within

categories is not consistent across the markets

where Lidl is present. For each category,

differences in pricing relative to the country’s

average price for that category show stark changes.

This lack of pricing alignment is likely to be the result

of lack of uniformity in terms of competitor pricing. This

can be seen clearly by comparing the price differential for each

of the categories Lidl is present in with its share of trade within that

category. In categories like Juices, Toilet Paper and Instant Coffee, Lidl

owns a reasonably good share of trade despite being only 15%-30%

lower than the category average. In categories like Deodorants and

Shampoos where Lidl trades at a much higher discount (approximately

60%), it owns a paltry share of trade. This indicates that price is not

the only determinant of consumer offtake and other factors such as

preference and perceived quality are at play. (See Chart 8)

4

For a discounter, Lidl appears to have a wider assortment within

each category and country. On average, it lists about 13 items per

category. This average is distorted towards the higher side in countries

like Germany where Lidl also carries branded goods. A wider range is

also the result of the fact that branded goods within Lidl do not act as

replacements for Private Label but are carried in addition to them.

Unlike Lidl’s Private Labels which are matched across countries and

follow a common basket of products, its assortment for branded

goods tends to be more country-specific and comprises local brands.

While Lidl stocks an average of nine branded goods in Germany, it

carries no branded goods in the Netherlands and Portugal. On the

other hand, in France for instance, Lidl has introduced multiple brands

of Bahlsen, Ferrero, Masterfoods, and Unilever over the last year.

This signals a country specific strategy to assortment management

that complements the existing regional assortment present in all Lidl

stores. On average Lidl introduces two SKUs for every brand it carries.

Chart 5

10.0

9.0

8.0

7.0

6.0

5.0

4.0

3.0

2.0

1.0

0.0Austria

Large proportion of goodson palletts

Denmark France Germany(Aldi South)

Germany(Aldi North)

Netherlands Spain Average

8.3

5.2 5.3

8.7

6.7

5.3

6.7 6.6

Juice - Ready to Drink (shelf stable)Toilet Paper

Chocolate ConfectioneryCoffee - Instant

Coffee - Beans/GroundChips/Snack Mixes

Dish Cleaning - HandHousehold Cleaners

YoghurtPackaged Water

TOTAL FMCGFacial Tissue/Handkerchiefs

Laundry DetergentsPet Food

Feminine Hygiene - Panty LinersButter/Margarine

Baby DiapersFabric Softeners

Feminine Hygiene - TamponsDish Cleaning - Automatic

Feminine Hygiene -Toilet CleaningAIr Fresheners

BeerHair - Styling

DeodorantsHair - Shampoo

Shaving - Razors - DisposableHair - Colour

Shaving - Blades

0.0 2.0 4.0 6.0 8.0 10.0 12.0

Share Value

Chart 6

250

200

150

100

50

0

Shaving - B

lades

Hair - C

olour

Shaving - R

azors

- Disp

osable

Hair - S

hampoo

Deodoran

ts

Hair - S

tyling

Feminine H

ygiene -

Towels

/Pad

s

Dish Clea

ning - Auto

matic

Feminine H

ygiene -

Tampons

Fabric

Softeners

Butter/M

argari

ne

Feminine H

ygiene -

Panty Li

ners

Pet Fo

od

Laundry D

etergen

ts

Chips/Snac

k Mixe

s

Coffee -

Beans/G

round

Coffee -

Insta

nt

Toile

t Pap

er

Juice - R

eady to

Drin

k (Shelf

Stable)

BelgiumCzech RepublicFranceGermanyHungaryNetherlands

Chart 7

0.0

-10.0

-20.0

-30.0

-40.0

-50.0

-60.0

-49.6

-38.4

-44.8

-18.9

-38.3

-34.5 -33.7

Belgium

CzechRepublic

France

Germany

Greece

Hungary Netherlands

Chart 85

The average number of items offered by category remains very limitedAverage number of items by category

The share of trade of Lidl in Europe is very different by categoryShare of trade: Lidl, by category

The Lidl strength by category tends to be similar across countriesCategory relative importance in Lidl assortment

Lidl has opened stores at the rate of one per day over the last 15 years

Lidl is a real price fighter but branded goods importance in Germany reduces this levelPrice differential vs Total country in % (equ sales). All categories in scope

Comparison of Aldi and Lidl in Europe

A combined assessment of Aldi and Lidl in Europe leads to a

comparison of the two leading players. In an overall regional

evaluation, Lidl is more aggressive than Aldi with a presence in 23

countries compared to 14 for Aldi. Cumulatively, Lidl has increased its

stores by a multiple of ten over a 15 year time frame. At this rate, it has

far outpaced Aldi which has seen a doubling of stores over the same

period.

Geographically, Germany is a large portion of the Aldi and Lidl

portfolios but is a more predominant part of Aldi’s presence in the

region representing more than half its total number of stores. A similar

comparison for Lidl reveals a much lower proportion of stores in

Germany which houses less than half of Lidl’s stores in Europe.

An analysis of the number of inhabitants per store in each country

gives us an idea of how store density influences shopper dynamics.

The average distance a shopper needs to travel to reach an Aldi store

is shorter than the distance a shopper needs to travel to reach a Lidl

store. This can be an important gauge of shopper proximity in a sector

where location has an important bearing on visibility and footfalls.

At a category level, Aldi and Lidl have a lot in common. Their strengths

and weaknesses are similar across Europe and may be symptomatic of

the fact that their position in these categories is more a result of their

competitors’ weaknesses than just their own inherent strength.

(See Chart 9)

The differences in pricing strategies are demonstrated by their price

differential to the rest of the market. While they are both at a discount

to the overall market, Aldi claims a stronger ‘discounter’ positioning on

a comparative basis. This is fundamentally due to the greater presence

of branded goods within Lidl which tend to be at a lesser discount

than the discounter’s Private Label assortment. Again, the variation in

price differentials across countries is explained by the fact that Lidl’s

assortment of branded goods varies at a country level and its variation

within the assortment is not uniform across countries.

The key difference in assortment strategies between the two

discounters is the size of the assortment. Generally, Lidl’s assortment

size is much larger than Aldi which prefers a more rationalized number

of items per store and category. In select geographies like France

and the Netherlands, however, both players maintain smaller, more

manageable assortment sizes.

Apart from size there are two apparent deviations in the assortment

management practised by Aldi and Lidl. While Lidl has a central

‘core’ set of Private Labels found in every country, Aldi’s Private

Label assortment is more country specific and less regional. This has

clear implications on the cost advantages related to sourcing since a

centralized approach would provide better economies of scale while

a localized approach customized to local tastes may improve the rate

of offtake and hence sales volumes. Another difference mentioned

earlier is the approach to stocking branded goods. Lidl stocks a greater

number of branded goods per store and category while Aldi stocks a

negligible number.

20.0

18.0

16.0

14.0

12.0

10.0

8.0

6.0

4.0

2.0

0.0

12.0

10.0

8.0

6.0

4.0

2.0

0.0

Aldi Lidl

Shaving - B

lades

Hair - C

olour

Shaving - R

azors

- Disp

osable

Hair - S

hampoo

Deodoran

ts

Hair - S

tyling

Beer

Air Fres

heners

Toile

t Clea

ning

Feminine H

ygiene -

Towels

/Pad

s

Dish Clea

ning - Auto

matic

Feminine H

ygiene -

Tampons

Fabric

Softeners

Baby D

iapers

Butter/M

argari

ne

Feminine H

ygiene -

Panty Li

ners

Pet Fo

od

Laundry D

etergen

ts

Facia

l Tiss

ues - H

andke

rchief

s

TOTAL F

MCG

Packa

ged W

ater

Yoghurt

Household Clea

ners

Dish Clea

ning - Han

d

Chips/Snac

k Mixe

s

Coffee -

Beans/G

round

Coffee -

Insta

nt

Chocolat

e Confec

tionery

Toile

t Pap

er

Juice - R

eady to

Drin

k (Shelf

Stable)

Chart 9

Aldi and Lidl are strong on the very same categories across EuropeShare of Trade Aldi and Lidl in Europe (in %)

6

Threats to Lidl and AldiThis report is meant to explain the various facets of the discounter model as it has formed in Europe and does not intend to evaluate the effectiveness and/or ineffectiveness of various approaches to countering discounters.

However, it would be useful to enumerate the various competitive actions and reactions to discounters such as Aldi and Lidl that have been applied by other retailers. These reactions fall into various categories and cover a gamut of tactical actions.

Promotion Competing chains have realized the importance of “in and outs” for durables and textiles and that it offers shoppers an incentive for the weekly visit to Aldi and Lidl. This was proven by the importance of ‘start of feature day’ for both chains and now an increasing number of chains offer similar one time deals to attract footfalls.

Assortment Chains have extracted greater pricing flexibility by using a basic assortment composed of both high quality and very low prices and by purchasing large quantities of the same item across countries. These economies of scale have been applied to various aspects of sourcing such as logistics and pallet handling of goods to create greater price parity. The generic multi-country ranges created as a result have had an impact on Aldi and Lidl.

Active and regular re-assessment of assortments by competing retailers have matched the vibrancy of Aldi which tends to replace or strongly modify 350 of its 1,000 items per year in its assortment.

Lidl tends to pay limited attention to local needs by promoting an European assortment. In such a scenario, non-discount competitors have found gaps that can be exploited by strong local brands catering to local sensibilities in categories where this matters.

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Product DifferentiationRetailers and manufacturers have created strong brands with clearly defined economic, functional or emotional value additions recognized by consumers. This has been bolstered with innovations that cannot be easily imitated.

Effective advertising has helped manufacturers differentiate their brands strongly in the mind of the consumer. This increases the barriers to switching to the brands offered by Aldi and Lidl, and creates greater loyalty amongst shoppers.

Segmentation and TargetingEffectively segmenting and targeting consumers by making products that are recognized by them as a more relevant solution to their needs has been a strategy employed by non-discount retailers. With a greater width of assortment, catering to shoppers’ differing needs helps create a sense of ‘something for everyone’ and can deliver on a variety of shopper requirements.

Format Innovation Some retailers have created innovative formats to capitalize on the importance of proximity and its influence on shopper decisions. By identifying interception points based on Aldi and Lidl’s location, retailers have been able to create ‘Express’ formats.

Smaller store variants that cater to the shopper’s need for the convenience of shorter distances to stores; new self-service scanners in mid-sized stores have also made the shopping check-out experience faster and therefore a more preferable option.

ResearchThe increased availability, granularity and effectiveness of data and research have been used heavily by competing retailers and manufacturers to optimise their offering to clients. Aldi and Lidl are known for limited interest and investments in market research.

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7

Aligning your Price and Promotion Strategies to Compete Against Hard Discounters Experience tells us that, in times where regular prices across brands are increasing significantly, consumers tend to concentrate their purchasing at retailers where they can be certain of a low price. With their Every Day Low Price (EDLP) strategy Hard Discounters reassure consumers with their ‘best price’ image, and are able to capitalise on pricing changes in other retail channels.

The following study analysed in more depth if consumer price

perception is the only reason for Hard Discounters gaining market

share, and how traditional Hypermarket/Supermarket retailers and

brand manufacturers could stop the negative trend.

The Market Situation Increased raw material prices had led to regular price increases across

all brands of more than 10%.

Brands in the category are generally price sensitive, so the

increased prices had led to a decline in volume.

The result of this was reduced consumer consumption; losses

to adjacent categories; brand switching to private label; channel

switching to Hard Discounters.

At the same time, brand manufacturers were reducing their

promotion investment.

The majority of category consumers were regularly shopping in

both the traditional channel, and the Hard Discounter channel.

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Attachment – MethodologyCoverage�of�the�study

Main focus on 8 countries : Belgium, Czech Republic, France, Germany, Greece, Hungary, Ireland and Netherlands. This provides us with a European coverage of 5,546 stores out of 6,606 for Aldi (84 %) and 4,700 Lidl stores out of 6,580 stores (71%). Focus on 40 categories that represent 25% of the turnover of the chains. One year of data ending around September 2006.

Cash�slip�store�intercept�(CSSI)

Hard Discount retailers are expanding at a rapid pace throughout Europe. Hard Discounters do not typically work with research agencies. Nielsen is committed to improving coverage and investing in new ways to measure Discounter sales. In many countries, household panels are not appropriate for the purpose of generating robust four-weekly sales tracking at an item level.Nielsen has developed a new methodology : Cash Slip Store Intercept (CSSI) methodology, already implemented in six European geographies used for this study. Only Nielsen has invested in Hard Discounter coverage via a specific appropriate method with results integrated in the client’s main deliverable. A methodology introduced to specifically cover the Hard Discount retail channel (primarily Lidl and Aldi) so as to complement “Soft” Discounter coverage which is already optimised, in the majority of cases through regular collaboration agreements and scanning inputs. Focus of CSSI is on non-collaborating Hard Discounters. CSSI is based on cash slip collection at store exit. Already used successfully by Nielsen across Europe in 2006: Belgium, Netherlands, France, Hungary, Czech Republic, Ireland, Greece and Poland.Roll out to all major markets where Aldi and Lidl is important in Europe during 2007.

Category definitionsThe study category definitions are based on the Global Product Classification (GPC) of GS1:

The Global Product Classification (GPC) is part of the GS1 System and a key enabler for the Global Data Synchronisation Network (GDSN) and category management. All current published GPC content is available free of charge, without any usage restrictions. GS1 recommended Nielsen as the service provider for the product classification pilot project in 2002.

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8

The Study: Key FindingsNielsen’s Analytic Consulting analysis of Consumer Panel data

highlighted that consumers in this category have a large consideration

set of brands, and whilst loyal to that set of brands, they are very

willing to switch between brands.

Combining Consumer Panel and Retail Scanning insight

highlighted that promotions were a key driver of this brand

promiscuity: within the relevant set, consumers were more likely

to purchase the item with the deepest price cut than simply the

cheapest item – over 70% of all purchases were made in this way.

In the absence of deep discounts in the category, consumers opt

for a cheaper private label within the channel, or they switch their

category purchase to the Hard Discounter channel.

The depth of price promotions had become key: smaller price

cuts were not perceived as attractive enough; a minimum

threshold of a 50 cent discount was required to impact volume

sales; and significant sales increases required discount up to €1.

•

•

•

Loyalty to brands

Changed price strategyDepth of price cuts changed from 68% (sum 3+10+33+22)

of all price cuts with reduced price above 20% in 2004 to

only 42% (1+5+13+23) in 2005. Number of activities is

fairly stable.

Example: In 2005 for the specific product in 14% of all

promotional activities the price was between 15 and 20%.

BRANDED�PRODUCT

STORE�PRODUCT

DISCOUNTER�PRODUCT

BRANDED�PRODUCT

PURCHASE

74.4

13.3

12.3

NEXT

25%

75%

100%

50%

22%

5%

19%

2004

5%3%

33%

10%

3% 1%5%

13%

23%

14%

23%

5%

16%

0%

Cheapest price8.3

8.6

26.7

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

29.7

46.6

42.6

Deepest discount+ cheapest price

Deepest discount

Y-o-Y comparison - Distribution of purchase acts under different conditions

Nov 03 -Oct 04 Nov 04 -Oct 05

It is not the cheapest price that dictates the choice�Consumers are more likely to purchase the item within

their purchase set with the deepest price cut rather than the

cheapest (perceived value).

�The behaviour has not changed compared to last year,

so this phenomenon is still existing, largest discounts

within consideration set being the key determinant.

The Study: RecommendationThe regular price increases and reduced promotion investment had

eroded brand share – the erosion needed to stop. Re-investing in

deeper price promotions was necessary to stop category consumers

switching retail channel: a well-planned, optimised promotion strategy

could regain the category consumer, which would be in the interests of

both the brand manufacturers and also the traditional Hypermarket/

Supermarket retailers.

9

Homing in on the Discounter Phenomenon – a Consumer Panel View of Aldi and Lidl in Europe

An overview of six representative European markets that

include the top five countries and Portugal show us that Aldi’s

40 million shoppers and Lidl’s 60 million shoppers combined

outnumber the cumulated shoppers of all other retailers across

these countries. Despite this, and the fact that Lidl’s geography

has resulted in more than half its shoppers residing outside its

country of origin, a majority of the Aldi and Lidl shoppers are

concentrated in Germany. (See Charts 10 and 11)

Lidl

Aldi*

Banner 3

Banner 4

Banner 5

*Aldi excluding Switzerland

60.3

42.3

26.0

20.6

19.8

70.0

60.0

50.0

40.0

30.0

20.0

10.0

0.0

Aldi

33.1 29.1

10.1

7.0

5.54.52.71.4

4.34.8

Lidl

FinlandPortugalItalySpainUKFranceGermany

* Aldi excluding Switzerland

FranceGermanyUK

85.6% 85.0%84.5%

18.3%

14.8%

18.3%

16.4%

19.4%

17.3%

100.0%

80.0%

60.0%

40.0%

20.0%

0.0%2003 2004 2005

* Aldi excluding Switzerland

0

40.0

30.0

20.0

10.0

0.0

Portugal

UKSpainItaly

France

Aldi Lidl

France

GermanyGermany

10,000shoppers perstore mark

500 1000Number of stores

*Aldi excluding Switzerland

Num

ber o

f sho

pper

sTo

tal S

hopp

ers

for t

his

Reta

iler i

n 20

05 (m

illio

ns)

1500 2000 2500 3000 3500 4000 4500Finland

Chart 10

Chart 11

Chart 12

Chart 13

Analysed individually, Aldi and Lidl stores emphasize this feature even

more. Looking at data across 66,000 households using the total till

collection for each household during each shopping trip indicates that

Aldi’s conservative approach to market expansion has resulted in a

comparatively lower penetration in large markets like France and the

UK. The number of shoppers it attracts per store however is similar to

Lidl and this may be indicative of latent demand that has the potential

to be tapped in the future. (See Charts 12 and 13)

What does consumer panel data tell us about the discount shopper?

10

Total number of shoppers by retailer(Finland, France, Germany, Italy, Portugal, Spain, Switzerland, UK - 134 Millions Hhs - 2005)

Aldi and Lidl: number of shoppers by country

Source: Nielsen Homescan

Source: Nielsen Homescan

Source: Nielsen Homescan

Source: Nielsen Homescan

(Finland, France, Germany, Italy, Portugal, Spain, Switzerland, UK - 134 Millions Hhs - 2005)

Aldi* - shopper penetration by country(Shoppers in % of country’s households - 2005)

Aldi and Lidl: number of stores and shoppers(Finland, France, Germany, Italy, Portugal, Spain, Switzerland, UK -134 Millions Hhs - 2005)

Lidl on the other hand, has employed its wider network of stores to

effectively penetrate the geographies it is present in. An analysis of

shoppers in each country indicates that Lidl has managed to attract

74% of Portuguese shoppers, 60% of Finnish shoppers and nearly

40% of French shoppers. These numbers are proof that the discounter

concept has taken root firmly across very different cultures and

shoppers. (See Chart 14)

Chart 16

Germany

UK

France

85%

% Penetration Annual spend/shopper (€) Annual trips per shopper Spend per basket (€)

19%

17% 321

222

544 27

10

10 33.46

22.46

20.15

Germany

Portugal

Finland

France

Spain

UK

Italy

% Penetration Annual spend/shopper (€) Annual trips per shopper Spend per basket (€)

20.9%

28.3%

37.1%

40.1%

61.9%

73.5%

74.8%

215

224

203

359

228

372

356

9

11

8

12

17

14

19

23.92

20.00

25.42

30.70

13.40

27.16

18.74

Chart 14

Yet, there are no simple answers to what works best. Even with the

discount format becoming a widely known option in the retailing

environment, its popularity differs across markets. In Aldi’s case,

shopper buying behaviour displays wide fluctuations in the value and

frequency of shopping trips. In Germany for instance, Aldi’s shoppers

spend an average of 544 Euros per year and visit Aldi stores at least

twice each month. In France and the UK however, Aldi’s shoppers

spend much less within Aldi stores and only visit 10 times a year.

(See Chart 15)

Lidl’s shoppers on the other hand seem more consistent regardless

of geography. Lidl’s German shoppers spend an average of 356 Euros

within its stores and visit them 19 times annually. This makes them

very similar to Lidl shoppers who visit Lidl with the same frequency

in countries like Finland, France and Portugal. These numbers suggest

that Lidl has managed to become an ingrained part of the shopping

populace’s purchase routine and not an occasional occurrence.

(See Chart 16).

These observations offer interesting cues to approaching the hard discount phenomenon. By taking the shopper perspective, it becomes clear that there are larger strategic themes that are dictated by the plans and action of each discount giant. But that these themes are being propelled forward by real changes in shopper behaviour during the shopping trip. It is these cues that, if studied more closely, can help divine the future of retailing in Europe.

71.6% 74.2% 74.8%73.5%

40.1%

28.3%

56.0%

38.6%

36.0%

26.6%

44.0%

37.8%27.7%

24.4%

100.0%

80.0%

60.0%

40.0%

20.0%

0.0%2003 2004 2005

FinlandFranceGermanyPortugalSpainUK

61.9%

37.1%

Chart 15

11

Lidl - shopper penetration by countryLidl shoppers - purchase behaviour across countries

Source: Nielsen Homescan

Source: Nielsen Homescan

Shoppers in % of country’s households - 2005

Aldi shoppers - purchase behaviour across countriesGermany, France, UK - 2005

Germany, Portugal, Finland, France, Spain, UK, Italy - 2005

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