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Aldi UK is

Ranked

#119

Retail Brands

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Aldi UK

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Aldi UK

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Aldi UK is ranked #119 in Retail Brands

About Aldi UK's Brand

Aldi is one of the most reputable retailers in the global business market today. Our goal has always been very simple: to provide great value and quality, using leaner and smarter business processes. And it's working. We're winning all kinds of awards and new stores are springing up all over the country as we rapidly increase our market share.We wouldn't be this successful without recruiting strong-minded, passionate people to share our ambitions. We employ around 20,000 people in the UK alone, and we're constantly growing.If you understand the impact of hard work and commitment in a dynamic, fast-paced retail environment, then a career at Aldi could be perfect for you. Aldi UK’s brand is ranked #894 in the list of Global Best Brands, a carefully curated list of recognized brands as rated by customers of Aldi UK. When compared to other organizations within the Retail industry, Aldi UK is ranked #119. Among its major competitors, Aldi UK is ranked in 2nd place for NPS while Wm Morrison Supermarkets is 1st, and Marks & Spencer is 3rd.

Brand at a Glance

75%

Customer Loyalty

4/5

Product Quality

4.2/5

Pricing

4.1/5

Customer Service

Aldi UK Ranking

^#119 in Retail
^#2 / 4 of its competitors

Aldi UK NPS

Aldi UK's Net Promoter Score (NPS) is a 40 with 61% Promoters, 18% Passives, and 21% Detractors. Net Promoter Score tracks whether Aldi UK's customers would recommend using the product based on a scale of -100 to 100.

Aldi UK Overall NPS

NPS

61%	Promoters
18%	Passives
21%	Detractors

Aldi UK NPS Trend

-100

-50

100

Summary	Date	Score
Dec 2023 26	Dec 2023	26
Jan 2024 27	Jan 2024	27
Feb 2024 25	Feb 2024	25
Jun 2024 28	Jun 2024	28
Sep 2024 30	Sep 2024	30
Oct 2024 33	Oct 2024	33
Nov 2024 32	Nov 2024	32
Dec 2024 31	Dec 2024	31
Jan 2025 35	Jan 2025	35
Mar 2025 38	Mar 2025	38
Jul 2025 39	Jul 2025	39
Dec 2025 39	Dec 2025	39

How Other Brands Compare

Aldi UK is ranked second for NPS among its competitors. Wm Morrison Supermarkets and Marks & Spencer come in first and third, with SUPERVALU coming in at #4.

	Aldi UK	Wm Morrison Supermarkets	Marks & Spencer	SUPERVALU
Global Ranking	#894	#-	#-	#-
NPS	40	67	23	-6
Valuation Updated every 24 hours for public companies	-	$5.85B	$3.73B	-

What is NPS

Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"

Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.

Aldi UK NPS by Gender

Female customers rated Aldi UK's NPS 82 points higher than Male customers.

Male

-33

Aldi UK's NPS was rated -33 by Male customers on Comparably.

Promoters

67%

Passives

33%

Detractors

Female

Aldi UK's NPS was rated 49 by Female customers on Comparably.

66%

Promoters

17%

Passives

17%

Detractors

Aldi UK NPS by Ethnicity

Aldi UK's NPS was rated the highest by Caucasian customers, and the lowest by Other customers.

-100

-50

100

Summary	Ethnicity	Score
Caucasian 33	Caucasian	33
Other -34	Other	-34

Aldi UK NPS by Age

Aldi UK's NPS was rated 34 points by customers ages 36-40 on Comparably.

100

Summary

Age

Promoters

Passives

Detractors

36-40

67%

33%

Aldi UK NPS by Usage

Aldi UK's NPS was rated the highest by customers who have used Aldi UK's products/services for 2 to 5 Years, and the lowest by customers with Less than 1 Year of usage.

-100

-50

100

Summary	Usage	Score
Less than 1 Year 25	Less than 1 Year	25
2 to 5 Years 50	2 to 5 Years	50
Over 10 Years 34	Over 10 Years	34

Aldi UK NPS vs. Competitors

Compared to its competitors, Aldi UK's NPS is rated right above Marks & Spencer, and is preceded by Wm Morrison Supermarkets.

COMPANY		NPS Score
	Wm Morrison Supermarkets	67
	Aldi UK	40
	Marks & Spencer	23
	SUPERVALU	-6

Aldi UK NPS vs Companies in Retail

In the Retail industry, Aldi UK's NPS is rated right above Bath & Body Works, and is preceded by American Eagle Outfitters.

COMPANY		NPS Score
	REI	53
	Costco	50
	Amazon	49
	Trader Joe's	46
	American Eagle Outfitters	44
	Aldi UK	40
	Bath & Body Works	38
	Target	36
	Chipotle	16

Aldi UK Customer Reviews

Out of the 2 Aldi UK customer reviews 2 were positive and 0 were constructive. Aldi UK customer reviews reflect that all customers have a favorable experience using the products/services of the company.

Aldi UK Customer Loyalty

75%

Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.

75% of Aldi UK users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"

Sign Up to see the full customer demographics data and the people that answered "Yes" when asked "Would you consider yourself a loyal user/customer?"

75%

25%

Aldi UK Customer Loyalty Score by Gender

Female customers rated Aldi UK's Customer Loyalty score 75% higher than Male customers.

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Male

10%

Yes

Female

85%

Yes

Aldi UK Customer Loyalty Score by Ethnicity

Aldi UK's Customer Loyalty score was rated the highest by Other customers, and the lowest by Caucasian customers.

% who answered "Yes"

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out of 100

Caucasian

out of 100

Other

Aldi UK Customer Loyalty Score by Age

Aldi UK's Customer Loyalty score was rated 40% by customers ages 36-40 on Comparably.

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20%

40%

60%

80%

100%

Summary	Age	Score
36-40 40%	36-40	40%

Aldi UK Customer Loyalty Score by Usage

Aldi UK's Customer Loyalty score was rated the highest by customers who have used Aldi UK's products/services for Over 10 Years, and the lowest by customers with Less than 1 Year of usage.

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Less than 1 Year	55%
2 to 5 Years	55%
Over 10 Years	70%

Aldi UK Customer Loyalty vs. Competitors

Compared to its competitors, Aldi UK's Customer Loyalty score is rated right above SUPERVALU, and is preceded by Marks & Spencer.

COMPANY		Customer Loyalty Score
	Wm Morrison Supermarkets	100%
	Marks & Spencer	78%
	Aldi UK	75%
	SUPERVALU	75%

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Customer Loyalty for Other Retail Brands

In the Retail industry, Aldi UK's Customer Loyalty score is rated right below Chipotle.

COMPANY		Customer Loyalty Score
	Costco	89%
	Amazon	89%
	REI	87%
	American Eagle Outfitters	87%
	Bath & Body Works	87%
	Trader Joe's	86%
	Target	82%
	Chipotle	76%
	Aldi UK	75%

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Aldi UK Product Quality

4/5

Aldi UK has an overall Product Quality score of 4 out of 5 stars rated by its users and customers.

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Aldi UK Product Information

Aldi UK’s product quality score is a 4 out of 5 as rated by its users and customers.

Website: http://www.aldirecruitment.co.uk/

Company Size: 10,000+ Employees

Quick Insights into Aldi UK Product Quality

Aldi UK's Product Quality score was rated highest by Caucasian customers, and rated lowest by Other customers.

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Ranked Aldi UK Product Quality the Highest

Caucasian	4.6
2 to 5 Years	4.5
Female	4.2

Ranked Aldi UK Product Quality the Lowest

Less than 1 Year	3
Male	2.6
Other	2.3

Aldi UK Product Quality Score by Gender

Female customers rated Aldi UK's Product Quality score 1.6 stars higher than Male customers.

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Male

2.6/5

Female

4.2/5

Aldi UK Product Quality Score by Ethnicity

Aldi UK's Product Quality score was rated the highest by Caucasian customers, and the lowest by Other customers.

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Summary	Ethnicity	Score
Caucasian 4.6	Caucasian	4.6
Other 2.3	Other	2.3

Aldi UK Product Quality Score by Age

Aldi UK's Product Quality score was rated 3.1 stars by customers ages 36-40 on Comparably.

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Summary	Age	Score
36-40 3.1	36-40	3.1

Aldi UK Product Quality Score by Usage

Aldi UK's Product Quality score was rated the highest by customers who have used Aldi UK's products/services for 2 to 5 Years, and the lowest by customers with Less than 1 Year of usage.

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Less than 1 Year	3
2 to 5 Years	4.5
Over 10 Years	3.5

Aldi UK Product Quality vs. Competitors

Compared to its competitors, Aldi UK's Product Quality score is rated right above SUPERVALU, and is preceded by Marks & Spencer.

COMPANY		Product Quality Score
	Wm Morrison Supermarkets	4.5/5
	Marks & Spencer	4.2/5
	Aldi UK	4/5
	SUPERVALU	3/5

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Product Quality for Other Retail Brands

In the Retail industry, Aldi UK's Product Quality score is rated right above Chipotle, and is preceded by Target.

COMPANY		Product Quality Score
	REI	4.3/5
	Costco	4.3/5
	Amazon	4.2/5
	Trader Joe's	4.2/5
	American Eagle Outfitters	4.2/5
	Bath & Body Works	4.1/5
	Target	4.1/5
	Aldi UK	4/5
	Chipotle	3.8/5

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Aldi UK Pricing

Aldi UK ROI & Value For Money

4.2/5

Aldi UK has a value for money and ROI score of 4.2 out of 5 stars rated by its users and customers.

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Quick Insights into Aldi UK ROI

Aldi UK's ROI score was rated highest by Caucasian customers, and rated lowest by customers who have used Aldi UK's products/services for Over 10 Years.

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Ranked Aldi UK ROI the Highest

Caucasian	4.5
2 to 5 Years	4.4
36-40	4.1

Ranked Aldi UK ROI the Lowest

Male	4.1
Other	3.5
Over 10 Years	3.5

Aldi UK ROI Score by Gender

Aldi UK's ROI score was rated 4.1 by both Female and Male customers on Comparably.

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Male

4.1/5

Female

4.1/5

Aldi UK ROI Score by Ethnicity

Aldi UK's ROI score was rated the highest by Caucasian customers, and the lowest by Other customers.

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Summary	Ethnicity	Score
Caucasian 4.5	Caucasian	4.5
Other 3.5	Other	3.5

Aldi UK ROI Score by Age

Aldi UK's ROI score was rated 4.1 stars by customers ages 36-40 on Comparably.

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Summary	Age	Score
36-40 4.1	36-40	4.1

Aldi UK ROI Score by Usage

Aldi UK's ROI score was rated the highest by customers who have used Aldi UK's products/services for 2 to 5 Years, and the lowest by customers with Over 10 Years of usage.

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Less than 1 Year	4.2
2 to 5 Years	4.4
Over 10 Years	3.5

Aldi UK Pricing vs. Competitors

Compared to its competitors, Aldi UK's ROI score is rated right above Marks & Spencer, and is preceded by Wm Morrison Supermarkets.

COMPANY		Pricing Score
	Wm Morrison Supermarkets	4.5/5
	Aldi UK	4.2/5
	Marks & Spencer	3.8/5
	SUPERVALU	2.9/5

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ROI for Other Retail Brands

In the Retail industry, Aldi UK's ROI score is rated right above Costco.

COMPANY		Pricing Score
	Aldi UK	4.2/5
	Costco	4.1/5
	Amazon	4.1/5
	REI	4.1/5
	Trader Joe's	4/5
	Target	3.9/5
	American Eagle Outfitters	3.8/5
	Bath & Body Works	3.8/5
	Chipotle	3.5/5

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Aldi UK Customer Satisfaction (CSAT)

Aldi UK Customer Satisfaction (CSAT) Score

86 / 100

Aldi UK has an overall Customer Satisfaction score of 86 rated by its users and customers.

Sign Up to see the full customer demographics data and the people that answered "How would you rate your overall satisfaction with the service you received?"

Very Satisfied	67%
Satisfied	19%
Neither Satisfied nor Dissatisfied	0%
Dissatisfied	9%
Very Dissatisfied	5%

Very Satisfied

67%

Satisfied

19%

Neither Satisfied nor Dissatisfied

Dissatisfied

Very Dissatisfied

What is Customer Satisfaction (CSAT) Score

Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.

Quick Insights into Aldi UK Customer Satisfaction

Aldi UK's Customer Satisfaction score was rated highest by Female customers.

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Ranked Aldi UK Customer Satisfaction the Highest

Female	75%
Other	33%

Aldi UK Customer Satisfaction Score by Gender

Aldi UK's Customer Satisfaction score was rated 75 by Female customers on Comparably.

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75 / 100

Female

	Very Satisfied	75%
	Satisfied	0%
	Neither Satisfied nor Dissatisfied	0%
	Dissatisfied	0%
	Very Dissatisfied	25%

Aldi UK Customer Satisfaction Score by Ethnicity

Other
33%

CSAT according to Other

Aldi UK's Customer Satisfaction (CSAT) score was rated 33% according to Other users and customers.

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33 / 100

Very Satisfied	33%
Satisfied	0%
Neither Satisfied nor Dissatisfied	0%
Dissatisfied	33%
Very Dissatisfied	34%

Very Satisfied

33%

Satisfied

Neither Satisfied nor Dissatisfied

Dissatisfied

33%

Very Dissatisfied

34%

Aldi UK Customer Satisfaction vs. Competitors

Compared to its competitors, Aldi UK's Customer Satisfaction score is rated right above Marks & Spencer.

COMPANY		Customer Satisfaction (CSAT) Score
	Aldi UK	86%
	Marks & Spencer	86%
	SUPERVALU	64%
	Wm Morrison Supermarkets	0%

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Customer Satisfaction for Other Retail Brands

In the Retail industry, Aldi UK's Customer Satisfaction score is rated right above REI.

COMPANY		Customer Satisfaction (CSAT) Score
	Aldi UK	86%
	REI	85%
	Costco	84%
	Amazon	84%
	American Eagle Outfitters	82%
	Bath & Body Works	81%
	Target	79%
	Trader Joe's	79%
	Chipotle	62%

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Aldi UK Customer Service

4.1/5

Aldi UK has an overall Customer Service score of 4.1 out of 5 stars rated by its users and customers.

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About Aldi UK's Customer Service

Address

Aldi Stores Ltd, Atherstone, England, CV9 2SQ United Kingdom

Website

http://www.aldirecruitment.co.uk/

Quick Insights into Aldi UK Customer Service

Aldi UK's Customer Service score was rated highest by customers who have used Aldi UK's products/services for 2 to 5 Years, and rated lowest by Other customers.

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Ranked Aldi UK Customer Service the Highest

2 to 5 Years	4.2
Caucasian	4
Female	3.7

Ranked Aldi UK Customer Service the Lowest

Male	3.1
Over 10 Years	2.8
Other	2.5

Aldi UK Customer Service Score by Gender

Female customers rated Aldi UK's Customer Service score 0.6 stars higher than Male customers.

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Male

3.1/5

Female

3.7/5

Aldi UK Customer Service Score by Ethnicity

Aldi UK's Customer Service score was rated the highest by Caucasian customers, and the lowest by Other customers.

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100

Summary	Ethnicity	Customer Service Score
Caucasian 4	Caucasian	4
Other 2.5	Other	2.5

Aldi UK Customer Service Score by Age

Aldi UK's Customer Service score was rated 3.6 stars by customers ages 36-40 on Comparably.

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100

Summary	Age	Customer Service Score
36-40 3.6	36-40	3.6

Aldi UK Customer Service Score by Usage

Aldi UK's Customer Service score was rated the highest by customers who have used Aldi UK's products/services for 2 to 5 Years, and the lowest by customers with Over 10 Years of usage.

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Less than 1 Year	3.7
2 to 5 Years	4.2
Over 10 Years	2.8

Aldi UK Customer Service vs. Competitors

Compared to its competitors, Aldi UK's Customer Service score is rated right above Marks & Spencer, and is preceded by Wm Morrison Supermarkets.

COMPANY		Customer Service Score
	Wm Morrison Supermarkets	5/5
	Aldi UK	4.1/5
	Marks & Spencer	4/5
	SUPERVALU	3.1/5

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Customer Service for Other Retail Brands

In the Retail industry, Aldi UK's Customer Service score is rated right above American Eagle Outfitters, and is preceded by Trader Joe's.

COMPANY		Customer Service Score
	REI	4.4/5
	Costco	4.2/5
	Amazon	4.2/5
	Trader Joe's	4.2/5
	Aldi UK	4.1/5
	American Eagle Outfitters	4/5
	Target	4/5
	Bath & Body Works	4/5
	Chipotle	3.6/5

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Aldi UK as an Employer

2.2/5

Aldi UK has a 2.2/5 stars for its overall company culture rated by their employees

bottom

CEO of Aldi UK

John Stanton

In the Bottom 5% of Similar Sized Companies on Comparably.

Consumer vs. Employees

Aldi UK scored a 40 for Net Promoter Score and a -15 for Employee Net Promoter Score. NPS gauges how likely a customer of Aldi UK would recommend the brand to a friend. ENPS measures how likely Aldi UK employees would recommend working at Aldi UK to a friend.

Net Promoter Score

NPS Score

61%	Promoters
18%	Passive
21%	Detractors

Employee Net Promoter Score

-15

eNPS Score

31%	Promoters
23%	Passive
46%	Detractors

Global Ranking Snapshot

Aldi UK is ranked #894 in the Global Top 100 Brands. It ranks just behind Primerica and just ahead of Pipedrive.

RANK			INDUSTRY
892	NYX	Toni Ko	Fashion and Beauty
893	Primerica	Glenn Williams	Banking and Financial Services
894	Aldi UK	John Stanton	Retail
895	Pipedrive	Paulo Cunha	Tech
896	Genesys	Tony Bates	Tech
897	Rbc	David McKay	Banking and Financial Services
898	Culver's Restaurants	Craig Culver	Food and Beverages