While we were checking out the Australian grocery scene, we were quite surprised to discover Aldi’s presence down under—it’s quite far away from home for them! Apparently, they are really succeeding over there, they are #3 and growing
What’s also very interesting is their slogan: “Good Different.” We really like it, and we wanted to understand the reasons behind this claim
Let’s discover it 🪄
The Store
When we entered an Aldi store, we indeed felt the “Good Different.” We were clearly not in a traditional Australian supermarket
- The Familiar Aldi Layout: We were no longer down under—we were in Germany in Aldi’s successful store layout: groceries on the side and the “Special Buys” in the middle
- “Australia’s Lowest Prices”: We have not seen this in any other Aldi around the world, neither in China nor in America. The bold claim that they are the country’s lowest prices hits you right at the store entrance—usually with a massive display of bananas right under it – as well as all around the store
- Strong Support for Australian Farmers: Another thing that is quite unique in Australia is their love for local farmers. It is a trend in all supermarkets, and Aldi claims it loud and clear: “WE LOVE TO GET OUR HANDS DIRTY” or “SUPPORTING LOCAL AUSSIE FARMERS.”
- Large Category Boards: This is also quite different. Above all categories, there are some nice boards highlighting the hero products that you will find in them. It also helped us to see what the local treasures are—like baked beans and Madeira Cake
- Big Messages Everywhere: As we walked through the store, we noticed something quite different. The messages they have all around—whether it is about their prices, products or CSR commitments
The Products
Aldi Australia’s product assortment follows the same philosophy used worldwide: a limited selection (~2k vs. 20-25k SKUs in a traditional supermarket), of which 90% are private labels, mixed with iconic local and international brands, some exclusive items, and the Special Buys.
- Aussie Products First: As soon as they can, they try to go local—100% Aussie fresh meat, eggs, and milk. Fruits and veggies are also mostly local, and just like in other supermarkets, all categories are full of amazing local jewels too
- Private Labels: One thing that we love at Aldi is their private labels. They are of huge quality, and some are even becoming brands themselves. In Australia, we found some super cool ones, like Julius (the Schmackos copycat), Choco Cereals, Lacura beauty, and off course Choceur
- A Selection of Iconic Brands: We found international icons like Coca-Cola, Nutella, and Colgate, as well as local ones. Of course, there is Vegemite, but we also found Weet-Bix and Allen’s Lollies
- Exclusive Special Imports: We found some high-quality German chocolates like Moser Roth along with seasonal festive treats. These products offer items that genuinely cannot be found at Coles or Woolworths
The Deals
Even with their core Everyday Low Price strategy, Aldi Australia relies on aggressive, highly targeted promotional rotations:
- Special Buys (Non-Food): Dropping every Wednesday and Saturday, this section is mainly filled with home decor and non-food items, always featuring highly surprising gear that you would never expect to find in a grocery store
- Super Savers (Food): This is where Aldi drops temporary, extra discounts on everyday grocery staples
- In & Outs (Food): These are items that are not kept permanently on the shelf. For example, unique limited editions like special Oreo flavors, alongside a rotating mix of fun, temporary packaged groceries and snacks.
- A Massive Seasonal Section: A major destination for seasonal events. Whether it is for Halloween, Christmas, or back-to-school, this dedicated floor area brings out all the themed decorations and festive food products at deep discount rates
The Pricing
One thing that we found amazing in this Aldi store is the bold and big price communication all around. Everywhere you look, they claim they are the cheapest, that they keep it real with low prices, and that their brands cost less
Of course, we had to check it. We discovered that the Australian consumer group CHOICE compares grocery prices every year, and the data backs it up completely: Aldi is officially the cheapest with an index of 100, while Woolworths is at 106 and Coles at 107
The Funky Corner Store
One initiative that Aldi Australia is doing that is very different, and that we love so much, is the Funky Corner Store
In order to develop its urban presence, they are adapting their no-frills concept by working with local artists to make the daily urban grocery shopping trip a super fun experience.
This is so “Good Different” that Coles is copying it with its Coles Local Stores
Conclusion
For us, this is truly Aldi at its best worldwide.
They are good because they perfectly adapt to the local market, carry local products, support Aussie producers, and directly challenge the established national duopoly
And they are different because the store experience stands out completely. Thanks to their extensive network, they bring unique products to the shelves alongside amazing ideas like our absolute favorite: the Funky Corner Store
Aldi in Australia is indeed “Good Different.”
Enjoy discovering one of their amazing stores in our video tour below
Please feel free to share any feedback in the comments
Have a wonderful time 😁
Thank you
The WizArno Team
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