High inflation is again making value a paramount concern for US consumers. The discounters channel is well-placed to capitalise on this development.
After 2020 and 2021, when the share of private label sales in the US grocery space stagnated, and may even have declined, private label came roaring back in a big way in 2022, as high inflation forced many consumers to look for ways to stretch their pay check further. This development clearly benefited discounters such as Aldi and Lidl, which have made a focus on private label products a centrepiece of their business strategies.
Instacart, the leading hyperlocal grocery delivery service in the US, saw its sales explode during 2020, as US consumers shifted billions in spending online. This was a development that forced many grocery retailers that were not prepared for the pandemic-fuelled e-commerce boom to partner with the service to handle delivery (and, in some cases, kerbside pick-up) for them.
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Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.See All of Our Definitions
This report originates from Passport, our Discounters research and analysis database.
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