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ALDI PLEDGES TO LOWER PRICES EVEN FURTHER AS IT REPORTS RECORD CHRISTMAS TRADING FIGURES
2 January, 2024
- Aldi recorded its best ever Christmas with sales topping £1.5 billion for the first time in the four weeks to Christmas Eve
- More households than ever before shopped with Aldi in the run up to Christmas due to its unbeatable value
- With many still feeling the squeeze due to the rising cost of living, Aldi has committed to cut more prices during 2024 as it maintains its place as the UK’s lowest-priced supermarket
Aldi reported sales of more than £1.5 billion for the first time in the run up to Christmas as it helped millions of customers to celebrate the festive season with the lowest grocery prices in Britain.
Sales increased 8% in the four weeks to 24th December, compared with the same period in 2022, as demand for its award-winning products saw shoppers switching from the traditional full-price supermarkets in search of simple low prices.
Friday 22nd December was its busiest trading day ever as 2.5 million customers flocked to the UK’s fourth biggest supermarket for their full Christmas shop.
Aldi’s largest ever range of Christmas products saw alternative roasting joints proving particularly popular this year. Its Specially Selected Wagyu Rib Joint featured as a centrepiece on more tables than ever this Christmas and sales of its Specially Selected Crackling Gammon Joint were up by 25%. Customers bought 42 million pigs-in-blankets, which flew off the shelves in the weeks leading up to Christmas.
It capped a remarkable year for Aldi, in which it attracted more than half a million additional customers and saw customers switch spending to Aldi from every major UK supermarket, including Tesco, Sainsbury’s, M&S and Lidl.
Looking ahead to 2024, CEO of Aldi UK and Ireland, Giles Hurley, pledged to continue lowering the cost of groceries for families and offering simple, clear prices on every product.
He said: “We’re really grateful that so many customers chose Aldi for their main Christmas shop this year.
“As the UK’s cheapest supermarket, we were able to help customers enjoy the Christmas they deserve and provide them with high quality products at the most affordable prices. I’m immensely proud of our amazing colleagues who, once again, went above and beyond to deliver a wonderful Christmas for our customers.
“As we look ahead to 2024, our promise to customers is that they will always make significant savings on every shop with Aldi because we have the lowest grocery prices in Britain.”
Aldi’s hugely popular Christmas TV ad, featuring Kevin the Carrot and friends visiting the Christmas Factory, was loved by consumers and named the most effective advert of the season by marketing experts, System1.
The supermarket was named the Christmas Retailer of the Year at the Quality Food Awards 2023 while consumer champion Which? confirmed Aldi was the UK’s lowest-priced supermarket for a typical Christmas shop in 2023, with the Big Four supermarkets of Tesco, Sainsbury’s, Morrisons and Asda more than 23% more expensive, on average.
Aldi also continued its year-round partnership with Neighbourly by donating thousands of meals on Christmas and New Year’s Eve to local charities, food banks and community groups across the country.
ENDS
Notes to editors
Aldi is one of Britain’s fastest-growing supermarkets with more than 1,010 stores and more than 45,000 colleagues.
The supermarket believes in making every day amazing and delivering the best possible value for millions of families throughout the UK and Ireland.
That’s why Aldi is the UK’s Cheapest Supermarket, according to consumer champion Which? (November 2023) as well as being named the UK’s Cheapest Supermarket for 2021 and 2022.
Aldi consistently racks up award after award for quality, treats its suppliers and employees with fairness and respect and recognises the responsibility of supporting valued institutions such as Team GB and Paralympics GB to demonstrate the importance of health and wellness.
Aldi makes the everyday amazing. But amazing doesn’t happen overnight, which is why Aldi is making changes to be better every single day – to be fairer, greener and healthier for customers, society and the environment.
What’s the reason they do this? Because Aldi believes that everyone should have access to fresh, healthy, affordable food. It’s a right, not a privilege.
For more information, please contact the Aldi Press Office on:
T: 0161 235 0300 or aldi@citypress.co.uk
Business news
ALDI BACKS CHARITY CALL FOR SUPERMARKETS TO MAKE FREE PERIOD PRODUCTS AVAILABLE IN STORE TOILETS
13 August, 2026- New Aldi-commissioned research reveals 67% of shoppers think supermarkets should provide free period products in customer toilets
- Three quarters (75%) say free period products should be as readily available in supermarket toilets as toilet paper and soap
- Aldi is backing charity partner Freedom4Girls’ call for other major UK supermarkets to make free period products available in store toilets where facilities allow.
Aldi is supporting its charity partner, Freedom4Girls, in calling for more supermarkets to make free period products available in store toilets, as new research reveals shoppers support supermarkets providing free access to essential period products.
Tina Leslie MBE, founder of Freedom4Girls and Julie Ashfield, Chief Commercial Officer at Aldi UK, have jointly written to the chief executives of major UK supermarkets, calling on them to make free period products available where store facilities allow.
The Aldi-commissioned survey of 2,000 UK shoppers found that 67% believe supermarkets should provide free pads and tampons in customer toilets, while 67% say they would be more likely to view a supermarket positively if it offered the service.
The research also found that three quarters (75%) of shoppers think period products should be treated as an everyday bathroom essential, just like toilet paper and soap, while 66% say supermarkets have an important role to play in supporting people who may struggle to access or afford them.
It comes after Aldi became the first UK supermarket to offer free period products in all customer and colleague toilets, with customers and colleagues able to take what they need, when they need it – no code word or loyalty scheme needed.
Since launching the initiative in March 2025, Aldi has provided one million free period products through its store toilets, helping to make everyday essentials such as tampons and pads more accessible to everyone who needs them.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: "Access to period products should be a basic right, not a privilege. That is why we made free period products available in our store toilets for customers and colleagues, with no questions asked.
"The latest research shows shoppers support supermarkets making period products more accessible. Together with Freedom4Girls, we’ve written to the chief executives of other major UK supermarkets, encouraging them to consider introducing free period products where facilities allow.
"This is a simple, practical step that could make a real difference to customers and colleagues across the country. These products are essential, and we believe making them freely available is the right thing to do."
Tina Leslie MBE, Founder of Freedom4Girls, a menstrual equity charity dedicated to tackling period poverty, said: "Period poverty remains a huge issue in the UK, and we’re encouraged to see Aldi continuing to use its platform to push for wider change.
"Providing free period products in supermarket toilets is a practical way to help people access what they need discreetly and with dignity. We would welcome more retailers taking similar action to help tackle stigma, affordability and access."
The findings also suggest that free period products in supermarket toilets would help tackle a range of barriers, with 69% of shoppers saying the provision would help people who unexpectedly come on their period while away from home, 58% saying it would help those who cannot afford products when they need them, and 48% saying it would reduce embarrassment around asking for or buying period products.
When asked where free period products should be made available, 56% of shoppers selected supermarket customer toilets, ahead of shopping centres, transport hubs and leisure centres.
62% also said they would expect large supermarkets to provide free period products in customer toilets, while just over half (51%) said they would be more likely to shop with a retailer that made period products freely available in-store.
Among those who have or have ever had a period, 53% said they had been caught short without period products while shopping or away from home, while 93% said they had used toilet roll, tissue or another alternative because they did not have a product available.
Aldi’s in-store provision forms part of its wider commitment to supporting communities and improving access to everyday essentials. The supermarket has also donated one million period products to people experiencing period poverty through partnerships with charities including Freedom4Girls.
Customers can also donate period products through Aldi’s in-store donation points, with items distributed to food banks and charitable organisations via its community partner Neighbourly.
ENDS
*Research carried out in July 2026 by OnePoll among a sample of 2,000 UK shoppers.
