Premium and produce drive record Aldi seasonal sales

Date : 09 January 2017

Aldi has revealed record sales over the Christmas period, driven by premium private label brand Specially Selected and the discounter's Super 6 fruit and veg promotion.

Sales up 15% vs 2015   

UK sales in December 2016 were more than 15% up on the previous December, according to Aldi, however no like-for-like sales have been disclosed. Sales of the discounter's Specially Selected range increased by 27%. Within the range, top-selling products included Argentinean Malbec wine, minced pies, and a 30 day aged roasting joint. This year, Aldi predicts that Specially Selected will exceed £750m, just over ten years since its launch.

'Best ever Christmas: Specially Selected surpassed expectations'

Talking about the seasonal performance, chief executive Matthew Barnes has said: "The people of Britain were very clear on what they wanted on their dinner tables this Christmas - unbeatable value premium-quality products and the lowest prices on festive essentials. Sales of our premium specially selected range in particular surpassed expectations - a clear sign that more and more people are realising they can treat their families to products of a quality comparable to Waitrose and M&S at a fraction of the price by shopping with Aldi."

Reduced Super 6 drives performance

Along with Specially Selected, Aldi's flagship Super 6 promotion drove sales in the two weeks before Christmas with essential fruit and vegetables reduced to 19p. This resulted in the volume sales of 4.5m packs of carrots, 2m packs of brussel sprouts and 2m packs of parsnips. Shoppers also flocked to Aldi for wine and fizz in December with 13.5m bottles sold, including 2m bottles of Prosecco.


Priya Chandarana is a Retail Analyst at IGD, specialising in research on the growing discount channel. To learn more about how IGD's research can benefit your business further, please get in touch - [email protected]
Twitter: @Priya_Retail