Aldi private label performance and retail shifts

Aldi’s private label products have demonstrated strong performance in independent consumer testing. Evaluations by Stiftung Warentest and Öko-Test have yielded numerous top ratings across food and personal care categories, including successes in toothpaste and pizza dough.

Specific studies on laundry detergents highlight the competitiveness of Aldi’s Tandil brand. In a 2025 evaluation, Tandil performed competitively against premium brands like Ariel and Persil in terms of cleaning performance, environmental impact, and cost-effectiveness.

By late 2026, the German retail landscape has seen significant shifts in branding and pricing strategies. Edeka is launching a major offensive in the drugstore segment by replacing several existing private labels, such as Elkos, with a new, unified brand called ‘Jolea’. This brand is intended to compete directly with dm’s Balea and will be rolled out across Edeka, Netto Marken-Discount, and Budni.

In the discount sector, Aldi has announced permanent price reductions on various BISCOTTO bakery products, including cookies and waffles, by up to 50 cents. Meanwhile, price analyses indicate that the traditional gap between discounters like Aldi and Lidl and full-service supermarkets like Rewe and Edeka is narrowing as consumers engage in more frequent price comparisons.

Retailers continue to rely on complex supply chains involving external manufacturers. For example, Aldi’s Kokett brand is produced by third-party companies such as Essity, ICT Group, and Wepa, while Lidl’s paper product brand, Floralys, is also managed through a network of suppliers including the Italian company Essity.