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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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