Aldi is one of the top grocery retailers in many of the countries where it operates. In places like Germany, the UK, and Australia, it ranks among the top three. In France, though, it plays a more modest role — with around 3% market share and a position as the seventh-largest grocery chain
What does Aldi look like in France today — and what’s the French touch?
Let’s discover it
Key Figures
To better understand Aldi’s position in France, here are some key figures from the 2024 grocery retail landscape.
France’s grocery market is led by E.Leclerc with a market share of 24.7%, followed by Carrefour with 21.1%, Intermarché with 17%, Coopérative U with 12.2%, and Auchan with 9%. Among the discount chains, Lidl holds 8.4%, while Aldi accounts for 3%, making it the seventh-largest grocery retailer in the country
This relatively modest position stands out, as Aldi ranks 5th among the world’s largest retailers, according to the National Retail Federation 2024 ranking
Click on table for best experience
In its other markets, Aldi often ranks in the top three:
– In Germany 🇩🇪, Aldi Nord and Aldi Süd together hold close to 40% MS
– In the UK 🇬🇧, Aldi reached 11.1% in 2025, ranking third.
– In Australia 🇦🇺, it holds close to 10% and ranks third as well.
– In Belgium 🇧🇪 and the Netherlands 🇳🇱, Aldi consistently ranks among the top five
With around 1,300 stores, Aldi France sits in the tier-two range in terms of store count—comparable to Lidl and Système U
A Classic No-Frills Setup
The store follows a classic no-frills discount format, with a functional layout, wide aisles, and basic shelving. There is no in-store music, very little signage, and minimal decoration — a setup typical of Aldi Nord, the group operating in France and Belgium
This layout feels noticeably different from the more polished stores operated by Aldi Süd in countries like Germany, Australia, or China, where the design often includes warmer lighting, improved signage, and more curated displays
On top of this no-frills setup, Aldi France also employs shelf-ready packaging (SRP), meaning products come in boxes designed to be opened efficiently and displayed neatly on the shelves
An exception is Aldi France stands out slightly from this minimalism by integrating a few decorative touches, especially in sections like the bakery, which feels quite inviting
Or in category signage, Aldi has moved from simple banners to more graphic style
Bon Plans Deals
As in other countries, Aldi France runs a rotating selection of limited-time promotions — usually strong-value offers on non-food, seasonal, or household items. The setup is the same: new deals drop twice a week, on Wednesday and Saturday, and products are only available while stocks last
What’s specific to France is the name: instead of “Special Buys” or “Weekly Offers” like in other markets, these promotions are called Bon Plans — literally “Good Deals.” The term appears in signage, leaflets, and in-store displays, giving a local twist to this familiar Aldi feature
National Brands: A Tactical Tool
Although Aldi’s DNA has traditionally focused on private-label products, national brands have been part of Aldi France’s assortment for about a decade now
While they still represent a relatively small share of the overall range, usually around 10 to 15%, these brands have become a crucial tactical tool for Aldi to stay competitive in the French market
Shoppers can find familiar names like Barilla pasta, Nutella hazelnut spread, Coca-Cola beverages, and Lay’s potato chips and many more
Supporting Local and Ethical Choices
Beyond national brands, Aldi France also emphasizes local products to appeal to consumers who value regional specialties and sustainability
For example, the retailer stocks Fairtrade-certified French milk, reflecting its commitment to ethical sourcing and supporting French farmers
A Taste of Trader Joe’s in France
While Trader Joe’s is a beloved American grocery chain known for its unique products, many shoppers may not realize that it is owned by Aldi Nord—the same company that operates Aldi stores in France .
This connection has led to the introduction of TJs branded items in European Aldi stores, including those in France. French customers can find a selection of Trader Joe’s products that bring a taste of American cuisine to European shelves
Prices : Competitive, but Not the Cheapest
According to a 2025 price comparison by consumer group UFC-Que Choisir, Aldi ranks as the 4th cheapest supermarket chain in France, behind Lidl, Intermarché, and Leclerc.
While Aldi offers strong pricing on its private-label products and applies consistent prices nationwide, it still trails its main rivals. Lidl is the overall price leader, followed by Leclerc, which remains particularly competitive on national brands
Aldi’s challenge lies in that area: its selection of national brands is limited, and when available, they tend to be around 4.5% more expensive than at Leclerc
This matters because French consumers remain attached to national brands, which represent about two-thirds of grocery spending. Despite Aldi’s efforts to position itself as a price-friendly option, its smaller brand offer and slightly higher prices — especially on branded items — make it harder to stand out in a market where value perception is closely tied to well-known names.
A Tough Market from the Start
While this post focuses on the in-store experience, it’s important to acknowledge the broader context behind Aldi’s position in France
From the beginning, Aldi has struggled to gain traction in a market dominated by strong national players like Leclerc, Intermarché, and Carrefour. French consumers tend to support local brands, and while one German discounter(Lidl) has found its place, embracing a second one may feel like a stretch for many. Aldi tried to shift the balance by acquiring Leader Price in 2020, hoping to bring those customers along — but the transition, marked by fewer productsand limited national brands, didn’t resonate with them!
Today, Aldi is not simply settling into a low market share — the company is still investing heavily and trying to grow. However, the path forward remains challenging. France’s grocery sector is consolidating, and the leading players are only getting stronger
Could Retailtainment Be Aldi FR Breakthrough?
One idea worth considering is for Aldi France to experiment with retailtainment-style stores, similar to the Aldi Corner Store in Australia, which gained attention for its funky interior design and local artist collaborations
France is home to countless renowned artists and designers, and tapping into that creative scene could help reposition Aldi in the eyes of French shoppers. A few well-placed stores with bold visuals and culturally resonant themes would allow Aldi to present its concept in a fresh, engaging way — not just as a discount chain, but as a modern brand that connects with local identity.
Conclusion: A Solid Concept, in a Tougher Market
In many ways, the concept is nearly identical to what works successfully in Belgium, Germany, or Australia. And Aldi France delivers on the brand’s core promise: efficient, no-frills stores with good products, clear pricing, and local touches that make the shopping experience more appealing
But in France, the landscape is different. The competition is fiercer, the market more fragmented, and national players like Leclerc, Carrefour and Intermarché remain deeply rooted in consumer habits
Despite solid execution, Aldi’s model is facing limits — not because it’s flawed, but because France may simply be one of the hardest grocery markets to crack…
Please discover here under in 4k video one of their French Store 🇫🇷
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