Aldi private labels outperform major brands in consumer tests

Aldi's private label products are frequently outperforming major brands in independent consumer tests. According to results from Stiftung Warentest and Öko-Test, many of the retailer's budget brands, such as Tandil for detergents and Lacura for cosmetics, have received high ratings for quality and performance, sometimes surpassing more expensive market leaders.

While Aldi's assortment consists of approximately 90% private labels, many of these products are manufactured by well-known industry companies. For instance, Kokett hygiene products are produced by entities such as Essity, ICT Group, Wepa, or Metsä Tissue. Similarly, many food and household items are produced in the same facilities as premium brands.

In the bakery sector, the retailer has faced legal scrutiny regarding its advertising. While Aldi uses in-store baking machines to heat doughlings, the Central Association of the German Bakery Trade has previously challenged the use of terms like 'freshly baked' for products that are actually heated pre-made dough supplied by external companies like Lieken.