7 out of 10 Belgians are Buying Own Label More Often

A survey commissioned by Aldi shows that 7 out of 10 Belgians are buying more private label products in response to rising inflation.

It doesn’t come as a surprise that inflation is leaving its mark on consumer purchasing behaviour. An Aldi survey shows how behaviour is changing. “Comparing prices has become a daily routine for more than 4 in 5 Belgians, according to a representative iVOX survey,” says Aldi. “Also what ends up in the shopping trolley is changing. Private labels are gaining considerably in popularity. More than 7 in 10 Belgians say they are buying private label products more often since the inflation spike.” The survey shows that household brands are more popular in Flanders (75%) than in Wallonia (69%) and that more young people report saving on their household budget as a reason for buying house brands. Among adults under 34, 77% cite this as a reason for buying more ‘white products’. Among people over 55, the figure is 66%.

The popularity of private brands will also continue to grow over the long term, Aldi claims. The survey shows that no less than 3 out of 4 Belgians plan to continue buying private label products, even when inflation is less noticeable. Aldi wants to press the price argument of private brands further in the coming weeks. “Every week we will demonstrate the price difference between the same basket of A-brands on sale at Aldi and our own private labels. In this way we want to help all Belgians to make budget-friendly choices”, says Isabel Henderick, Managing Director Marketing and Communication at Aldi. “Consumers will soon notice that it is smart to choose private brands. More than 90% of the regular assortment at Aldi consists of house brands.”