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CONSUMERS&BRANDSGrocery

delivery:

Aldi

users

inSwitzerlandConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAldiusers

inSwitzerland:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Aldi

users

inSwitzerland

(’’brand

users’’)againstSwiss

grocery

delivery

users

ingeneral(’’category

users’’),

and

theoverall

Swiss

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Switzerland)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsAldi

ranks

seventh

among

grocery

delivery

services

in

SwitzerlandManagement

summary:

brandusageand

competitionTop10

most

used

grocery

delivery

servicesinSwitzerlandCoop38%Migros31%Amazon

/Amazon

Fresh

/Amazon

Pantry26%BRACK.CHHelloFreshFarmy.ch19%18%16%15%14%12%10%AldiBringosHetheyHofladen

Express4Notes:"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;

Base:n=572,

grocery

delivery

usersConsumer

Insights

Global

as

of

August

2023Sources:Aldi

users

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAldiismore

popularamong

Generation

Success

and

career

advancement

areItstands

out

that37%

ofAldiusers

saythatfood

must

beconvenient

and

fast.Aldiusersaccess

theinternet

viaasmart

TVmore

often

thanthe

averagegrocery

delivery

user.Zthanother

grocery

delivery

services.relatively

important

to

Aldiusers.Compared

toothergrocery

deliveryservices,

Aldi

hasarelatively

high

shareof

maleusers.Gaming

and

eSports

are

relativelyprevalent

interests

of

Aldi

users.52%

ofAldiusers

areintheearlymajority

of

innovationadopter

types.Onsocial

media,

Aldi

users

interact

withcompanies

more

often

thanothergrocery

delivery

users.Board

or

card

gamesare

relativelypopularhobbiesamong

Aldiusers.27%

ofAldiusers

think

thatclimatechangeisanissuethatneeds

tobeaddressed.Aldihasalarger

shareof

users

with

alow

income

thanother

grocery

deliveryservices.Aldiusersremember

seeing

adsonvideo

streaming

services

more

oftenthan

other

grocery

delivery

users.Aldiusersare

more

likely

toliveinlargecitiesthangrocery

delivery

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Aldi

is

more

popular

among

GenerationZ

than

other

grocery

delivery

servicesDemographic

profile:

generationsAgeof

consumersinSwitzerlandBrand

users20%44%27%8%Category

usersAllrespondents14%39%36%36%11%18%35%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

services,

Aldi

has

a

relatively

high

share

ofmale

usersDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users61%39%Category

usersAllrespondents55%45%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Aldi

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland35%31%29%28%27%23%21%21%14%11%9%8%8%7%6%

6%5%3%3%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youordered

groceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Aldi

has

a

larger

share

of

users

with

a

low

income

than

other

grocery

deliveryservicesDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users33%35%32%Category

usersAllrespondents35%39%26%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Aldi

users

are

relatively

likely

to

live

ina

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSwitzerland

live36%32%27%26%24%20%20%17%17%16%13%11%8%7%5%5%4%4%4%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

thepast

12

months?";

Multi

Pick;Base:

n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Aldi

users

are

more

likely

to

live

in

largecities

than

grocery

delivery

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland43%33%30%27%27%24%24%23%20%20%16%14%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

providershave

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=84,

Aldi

users,n=572,

grocerydelivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

202310%

of

Aldi

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users10%85%89%6%Category

usersAllrespondents7%4%6%86%8%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Aldi

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland48%44%

44%36%

40%36%39%39%37%37%35%34%32%31%31%30%28%28%27%24%27%24%23%24%24%19%18%15%13%14%AhappyrelationshipTobesuccessfulHavingagood

timeLearningnew

thingsSafety

andsecurityAnhonest

andrespectable

lifeAdvancingmy

careerMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12months?";

Multi

Pick;Base:n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Aldi

usersConsumer

lifestyle:

main

interestsTop10

interestsofAldi

usersinSwitzerland46%39%41%40%40%38%37%28%35%33%

33%32%31%30%

28%26%29%25%25%29%28%26%24%27%26%26%26%24%15%11%TravelHealth

&fitnessScience

&technologyMovies,TVshows&musicSportsFashion&beautyFamily

&parentingGaming

&eSportsHistoryFinance&economyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=84,

Aldi

users,n=572,

grocerydelivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Board

or

card

gamesare

relatively

popular

hobbies

among

Aldi

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAldi

usersinSwitzerland42%40%41%39%38%38%35%33%33%32%31%30%30%30%28%25%26%26%25%24%24%24%23%22%19%19%19%18%17%15%OutdooractivitiesTravelingDoing

sportsandfitnessBoard

games/cardgamesCooking/bakingGardeningandplantsTech

/computersSocializingCars/vehiclesMaking

musicBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=84,

Aldi

users,n=572,grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Aldi

users

are

more

likely

to

play

basketball

than

other

grocery

delivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAldi

usersinSwitzerland21%20%18%18%18%16%15%15%15%14%14%13%13%13%13%13%12%12%9%8%

8%8%8%7%7%6%5%4%3%3%BasketballBadmintonRunning/JoggingSoccerAmericanFootball

/FlagFootballBaseball/SoftballCyclingHikingCricketFitness,aerobics,cardioBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=41,

Aldiusers,n=295,

grocery

delivery

users,n=3860,

all

respondentsConsumer

Insights

Global

as

of

August

2023Aldi

users

are

more

likely

to

follow

basketball

than

other

grocery

delivery

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAldi

usersinSwitzerland20%19%18%16%14%12%11%11%10%10%9%8%8%8%7%7%6%

6%6%5%5%5%4%4%4%3%3%3%3%2%SoccerBasketballAmericanfootballBoxingBaseballTennisCyclingVolleyballHandballMixedMartial

ArtsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=27,Aldi

users,n=197,

grocery

delivery

users,n=2423,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

food?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

37%

of

Aldi

users

say

that

food

must

be

convenient

and

fastConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninSwitzerland60%53%51%37%36%36%36%34%32%31%27%26%17%

18%15%Iactively

trytoeathealthyFood

mustbeconvenient

andfastItrytoavoidplasticpackagingwhen

buying

foodItrytoeat

lessmeatIdonotenjoy

cookingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=84,

Aldi

users,n=572,

grocerydelivery

users,n=1272,

all

respondentsConsumer

Insights

Global

as

of

August

202352%

of

Aldi

users

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland52%47%41%26%21%20%20%17%17%15%12%10%1%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:

n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

202327%

of

Aldi

users

think

that

climate

change

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Switzerland

accordingtoAldi

users42%32%29%27%31%29%26%29%

30%26%30%30%25%25%28%25%22%19%21%20%21%18%18%18%18%16%16%14%11%13%Climatechange

EnvironmentHealth

andsocial

securityImmigrationRising

prices/inflation/cost

of

livingCivilrightsEducationDefense

&foreign

affairs

water

securityFood

andHousingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

inthe

past

12

months?";

Multi

Pick;Base:n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Aldi

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users19%18%17%24%49%8%8%Category

usersAllrespondents30%44%32%34%17%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=84,

Aldi

users,n=572,

grocery

delivery

users,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsAldi

users

access

the

internet

via

a

smart

TV

more

often

than

the

averagegrocery

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet89%85%

85%70%64%65%62%50%50%46%47%45%43%44%43%44%39%37%35%32%32%30%28%27%25%24%17%SmartphoneSmart

TVLaptopDesktop

PCBrand

usersSmartwatchTabletGaming

console

Streaming

device

Smart

speakersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Aldi

users

interact

withcompanies

more

often

than

othergrocery

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype50%46%45%41%38%36%42%35%40%39%38%36%36%36%36%35%35%32%26%31%25%29%30%30%27%27%22%27%22%16%9%6%6%3%0%0%Postedpictures/videosPosted

texts/statusFollowedcompaniesLiked

postsbyotherusersFollowedpeopleLikedcompanypostsSentprivate

CommentedSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessageson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beverages

ormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Aldi

users

tend

to

go

to

the

movies

more

often

than

grocery

delivery

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks70%

65%70%64%

63%

64%58%53%

55%54%50%51%48%43%48%38%47%47%46%45%43%43%41%35%38%33%32%36%

34%32%20%

22%18%TVDigitalvideocontentMovies

/cinemaMagazinesRadioDigitalmusiccontentDailynewspapersOnlinemagazinesPodcastsOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providershave

youorderedgroceries,beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=84,

Aldi

users,n=572,

grocery

delivery

users,n=5951,

all

respondentsConsumer

Insights

Global

as

of

August

2023Aldi

users

remember

seeing

ads

on

video

streaming

services

more

often

thanother

grocery

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAldi

usersinSwitzerland

havecome

across

digitaladvertisinginthepast4weeks41%42%40%40%35%35%37%36%36%36%33%31%30%30%25%24%27%27%25%22%24%25%24%24%22%22%21%21%19%18%Video

portalsOnlinestores

Video

streaming

Social

mediaservicesMusicportalsVideo

gamesNewslettersSearch

enginesEditorialwebsitesandappsWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:n=84,

Aldi

users,n=572,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Aldi

users

remember

ads

they

saw

in

printed

daily

newspapers

less

often

thanother

grocery

delivery

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks45%43%37%42%42%40%38%36%35%33%32%32%

32%31%26%30%30%30%29%29%28%28%21%20%OnTVOnadvertisingspacesDirectly

inthestoreInprintedmagazinesandjournalsOntheradioAtthemovies

By

mailshot

/Inprinteddailynewspapers/cinemaadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

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