Aldi isn't a bargain hunter's paradise: the haul is sad and not always cheaper

Aldi isn't as cheap as it's made out to be

A first shop at Aldi disappoints anyone arriving in search of a savings paradise. A consumer trying the German chain for the first time describes the aisle as a "very sad" place, with little variety, German own brands of dubious origin and a feeling of savings that is more psychological than real. The conclusion he draws is uncomfortable: at the usual supermarket, choosing the offers well, you buy better for the same money.

The official story of German discounting cracks as soon as you compare baskets. Against that impression, other seasoned shoppers defend the fixed range: liquid soap, fabric softener, stuffed olives, own-brand cava, Italian tiramisu or face creams which, they say, have beaten pharmacy brands in German tests. Fruit and vegetables, on the other hand, almost everyone sends to the corner shop.

Lidl or Aldi: which wins on value for money

The comparison between the two German chains keeps coming up without anyone settling it. Some prefer Lidl for its variety and bazaar; others stick with Aldi because there are never any queues, an argument that at peak hours is worth more than any flyer. The assumption that Mercadona equals Hacendado doesn't hold up either: for canned goods and dairy, several shoppers still choose the Valencian chain, while DIA's own-brand tuna is hailed as the best of the cheap ones.

The origin of the products debunks another myth. Much of the crisps and snacks Aldi sells are made in Spanish workshops, and the sausages at 0.57 euros come from a plant in the province of Valencia. The German origin label, they argue, is more marketing than reality.

The stigma of buying cheap in Spain

The thread turns sour when social embarrassment comes in. One shopper admits that the first time he set foot in a Lidl he did so blushing, antiestéticaring someone from his circle might see him, only to find his own people there. Another jokes about putting a bag over his head to avoid being recognised. The anecdote has substance: in Germany, they say, the car parks of these supermarkets fill up with German saloons, and own-brand juice is a premium brand for the local consumer.

The conclusion of those who have shopped there most is that the savings lie not in the chain but in the list. Combining chains, checking origins and not trusting everything to an own brand pays off more than swearing allegiance to a German discounter. With all this, the next basket will probably be done in two or three different places again. And Aldi, for now, keeps no crown.