ALDI more fun than Walmart

Batavia, Ill.-based ALDI is easier to navigate and a faster, more fun grocery retailer to shop than Walmart, according to a recent Kantar study.

The study findings concluded that 77% of the participants who identified as primary grocery shoppers and shopped at ALDI, agree that the store is "simpler to shop" compared to other grocery stores. It also showed it is at least 20% faster to shop at ALDI than at Kroger and Walmart stores.

Additionally, nine out of 10 respondents who shopped at ALDI said that it was "more cost-effective" than other grocery stores. ALDI has been named a value leader for eight years running by a Market Force Information survey, and a 2019 Dunnhumby report ranked ALDI the No. 1 grocery retailer on price.

"The goal of our research was to create a consistent and accurate way to compare the in-store experience at ALDI versus some of the country's most-shopped grocery stores," said James Sorensen at Kantar. "By studying several hundred shoppers, we were able to deliver an analysis of how a unique retailer like ALDI can reinvent the shopping experience for the benefit of shoppers."

Kantar recruited 700 people ages 18-64 across four regions of the country to engage in a timed shop for 30 of the most commonly purchased grocery items. The Kantar study was commissioned by ALDI.