Australia: ALDI’s share of the market still rising

Australia: ALDI’s share of the market still rising

rsz_2-australia-aldi-croppedFirst it was $1 bread, then $1 milk and now it’s cheap roast chook. With a total market value of $89.5 billion at stake, the country’s supermarket industry is one very hard-fought battlefield.

So how are the major players tracking in terms of market share?

As of December 2015, ALDI holds 12.1% of the total supermarket market (up slightly from March 2015, when it was 11.6%). With its first South Australian stores now open and its expansion into Western Australia due to start rolling out mid-year, the future is looking bright for the German supermarket chain’s quest for a bigger slice of the Aussie supermarket pie.

Although Woolworths Group retains the largest market share of 37.3%, this has declined from 38.5%. Meanwhile, its bitter rival Coles Group is narrowing the gap, having increased its share from 31.8% to 32.5% over the same period. IGA is relatively stable with a 9.7% share.

ALDI’s dollar share of the market is just under one-third of Woolworth’s, but it is a different story when you consider customer volume. As Roy Morgan’s data revealed recently, customer loyalty is in short supply when it comes to supermarkets, with cross-visitation a regular occurrence – and the fact that ALDI holds a 36.8% share of total grocery buyers (or half of Woolworths’ 72.5%) certainly bears this out.

In an average four-week period, 5.3 million Australian consumers shop at ALDI, 10.5 million shop at Woolworths, 10 million shop at Coles and just over 4 million shop at IGA, while almost 4 million frequent other supermarkets. Some 37.1% of these shoppers visit at least one Coles, one Woolies and one other supermarket during this time.

Michele Levine, CEO, Roy Morgan Research, says: “With its South Australian expansion now underway, and WA to follow soon, it’s no wonder ALDI’s dollar share of the Australian supermarket market is rising. Obviously, the German chain has a long way to go before it threatens Woolworths’ and Coles’ share of the market, but then again, Rome wasn’t built in a day.

“Meanwhile Woolworths’ dollar share of the market has declined once again — not so much as to knock them off top spot, but still cause for concern, especially given that Coles is showing signs of catching up.

“As they do with dollar market share, Woolworths and Coles have the largest customer bases by far, but with just one in five grocery buyers shopping exclusively at one supermarket, neither of these heavyweights should get too comfortable. Although ALDI has a much smaller dollar share of the market, it is already punching above its weight in term of customer volume and has more than doubled shopper numbers since January 2007.

“With so much choice available to them, Australian supermarket shoppers are in a position of power. As Woolies learnt last year with its disastrous ANZAC campaign, and as ALDI is discovering now after refusing to heed the call to phase out caged eggs (as Woolworths and Coles are doing), the consequences of alienating consumers are very real – and very public.”

Source: Roy Morgan

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