But of all things, to 100. Birthday of the 2014 deceased businessman comes to the success model of Discount to its limits. Albrecht's grandchildren have to go new ways. It is a dangerous tightrope walk.

"The concept draws"

"In recent years, it has become clear, the concept is attracting," said the managing Director of the trade research Institute EHI, Michael Gerling. The Problem: customers have become more demanding. As Karl and Theo Albrecht after the Second world war, in food, the parental food business acquisitions and Aldi (Albrecht discount) invented, as it was in the stores, Spartan. The selection of food was small, which were presented unadorned in cartons stacked on pallets under a cold neon light. Brand article we searched in vain. The only way the low prices were possible, which made the discounters, famous and successful.

has changed 50 years later the society. To the consumer, it's no longer just about the price. He has now requested, "in addition to acceptable prices, a pleasant shopping atmosphere and an attractive range of ecologically sustainable products", as the GfK trade expert Robert Kecskes explains. For more and more customers, the quality is more important than the price. Topics such as sustainability, plastic avoidance, and Bio are playing an ever greater role. In addition, the consumers want to do the shopping as comfortable as possible all at once. Everything you know about your pension

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look at Lidl makes the situation for Aldi even worse

The sequence: Edeka, Rewe and co. took the disco from below with their far greater range in the past year, shares of the market, as a market survey of GfK shows. While Aldi in the UK and the USA as the major supermarkets continue to be very successful customers away from, the Trend in Germany in the reverse direction. And what makes things worse is that the duration of rival Lidl hit, according to the market researchers even better than the inventor of the Discount concept.

Aldi has not escaped the change of mood and the company has responded. "We interpret the Discount and put on a more appealing atmosphere and a larger selection. But we do this carefully, and our principles remain true to", stresses the Aldi-Süd-speaker Peter Wübben. Aldi has modernized in recent years, its branch network, with billions of expense. The discounters are now larger shops, chic shelves, sophisticated lighting, and a carefully staged feel-good ambience. In the markets, there are now a large Fresh departments for fruit and vegetables and a lush selection of fresh baked goods. In addition, more and more brand-name items from Persil to Red Bull in the offer are to be found.

"From day to day to the ordinary supermarket

developed" The new strategy, however, has caused critics to the Plan. The former Aldi Manager, and Discount expert Dieter Brandes about holds the revaluation of the branches and the strong increase of the supply of goods for a mistake. "Aldi has developed in the last few years, more and more every day to the ordinary supermarket. Actually, the meat Department in support is still missing," he says, and thinks not at all positive. The Discounter will lose due to the higher costs of its competitive advantage and its profile.

the EUI-expert Gerling sees the Problem. By the larger offer, and the more expensive stores, the cost advantage of Aldi is shrunk compared to the traditional super markets. Nevertheless, the low-cost providers could not keep up with the diversity of offers in the supermarkets ultimately. "Since the question of whether it is not a risky way, what Aldi is doing that." (Ad) Now Aldi voucher to back up and save

"Hard-Discount, as it was before 30 years, no longer works today,"

For Aldi Süd, one sees no Alternative to the chosen path. "Hardware does not work any more Discount, as it was 30 years ago, common today. We had to evolve, otherwise we would have left the competition in the field," says Wuebben. "But with our new concepts, we are following the consumer trend is strong, and we feel now: it works."

Anyway, the current success of the super markets in large part was due to the good situation on the labour market and the resulting positive consumer sentiment, says the market researcher Kecskes. The economy should practice but more cloudy and the fear of their own jobs, back to attack, then the sheet could be quickly. "If, again, economically more difficult times to come, is Aldi is well-positioned," says the trade expert.

• read more about Aldi in the Ticker from FOCUS Online

disgust-Video discounters: mouse scurries through the bread shelf at net FOCUS Online/Wochit disgusting Video of discounters: the mouse scurries through the bread shelf with net

cvh/dpa Date Of Update: 16 February 2020, 18:00