Grocery stores emphasizing value attract more customers than their competitors in terms of physical footfall.
In the first half of 2025, a report from Placer.ai revealed that Aldi, Trader Joe's, and Lidl outperformed the broader grocery segment in store visits. This trend is a testament to the growing popularity of these budget-friendly, private label grocers.
All three grocers offer a limited assortment of groceries and tend to operate at lower price points, making them an attractive choice for cost-conscious consumers. The report identified Aldi, Trader Joe's, and Lidl as top players in the competitive grocery market.
Aldi, in particular, has seen a significant increase in store visits, with a year-over-year increase of 7.1%. The average visits per Aldi store have also increased, by 1.6% compared to 2024, 17.4% compared to 2023, and 26.7% compared to 2022. Placer.ai states that Aldi's new stores are not cannibalizing foot traffic from existing stores, but rather meeting sustained and growing shopper interest.
Lidl, another player in the market, has been opening stores in suburban markets and major cities, suggesting a broadening of its customer base and an appeal to urban consumers. The grocery chain has seen a shift in its customer demographics, with an increase in suburban, wealthy, and older segments, and a decrease in the "Singles and Starters" demographic.
Trader Joe's, with nearly 600 locations across the U.S., is taking a selective approach to store expansion. California accounts for more than one-third of Trader Joe's stores, reflecting the grocer's strong presence in key regions. Trader Joe's visit share growth has increased from 13.2% in the first half of 2019 to 15.7% in the first half of 2025.
While Target, CVS, and Misfits Market were not specifically mentioned in the report, it's clear that the growth of Aldi, Trader Joe's, and Lidl is reshaping the grocery landscape. These retailers emphasize private label products as a core part of their strategy, contributing to overall store growth.
Recent data shows that private label products at Aldi, Trader Joe's, and Lidl are growing significantly faster than national brands and are gaining market share compared to the broader grocery market. Private label dollar sales increased by 4.4% year-over-year, nearly four times the 1.1% growth rate for national brands. This trend is particularly strong in refrigerated and other fresh food categories.
In conclusion, the growth of Aldi, Trader Joe's, and Lidl is a reflection of consumers' increasing demand for value and quality in store brands. As these grocers continue to expand and refine their offerings, they are likely to further reshape the grocery market in the coming years.
[1] PLMA/Circana (2025) [2] [Source 2] [3] [Source 3] [4] [Source 5]
- To capitalize on the growing trend of private label products, these budget-friendly grocers are integrating advanced technology into their offerings, such as mobile apps for contactless shopping and self-checkout kiosks.
- In the sports apparel industry, some private label brands are partnering with professional athletes to create exclusive product lines, aiming to tap into fan bases and gain a competitive edge.
