Aldi continues to capture more of the fresh vegetable market, according to new market data released by Nielsen, with the discount supermarket chain posting double-digit growth in sales value across most major vegetable commodities.

Reports from the Nielsen Homescan service show that the German retailer has enjoyed above-trend growth in value for a wide range of fresh vegetables, including 48 per cent growth for fresh salad, 43 per cent for sweet potato and 37 per cent for celery.

“While overall sales value is higher for most vegetables than the same time last year, we’ve seen Aldi go above and beyond the increases shown by commodities overall,” said AUSVEG spokesperson, Mr Kurt Hermann.

“For fresh salads, for example, Aldi posted growth of over 40 per cent in both value and volume sales. Coles also showed expansion in both categories, while Woolworths actually lost ground.”

“We’ve also seen other supermarkets – that is, retailers who don’t fit into the Woolworths, Coles, Aldi or IGA stables – achieve consistent growth across most vegetable commodities.”

“We’re pleased to see that this growth is set against an overall increase in sales value for most tracked commodities – with a vegetable-rich diet being a vital part of a healthy lifestyle, this indicates that Australians are making more of an investment in their health.”

AUSVEG is the leading horticultural body representing more than 9,000 Australian vegetable and potato growers.

Recent figures released by Aldi show that the German group has almost doubled its sales revenue since 2010, and estimates suggest that it has captured around 11 per cent of Australia’s east coast supermarket business.

“Aldi have also managed to go against the overall trend for some commodities – while carrots, pumpkin and lettuce have all seen marginal drops in sales value this year, Aldi has increased their sales value for each of them,” said Mr Hermann.

“They’ve also increased their sales volume for cucumber, capsicum and broccoli, despite this indicator actually dropping overall for these commodities.”

“This is a clear indicator that Aldi are increasing their market share against the retailers for several key vegetable commodities.”

Nielsen Homescan data is funded by Horticulture Innovation Australia using the National Vegetable Levy and funds from the Australian Government.


MEDIA CONTACT:  Kurt Hermann, AUSVEG Assistant Manager – Industry Development
Phone: (03) 9882 0277, Mobile: 0421 007 510, Email: