I was surprised to see Walmart taking notice visibly looking at that graph of price of a 40-item shopping basket between the two. They halved the price gap for staple items in just over a year. But maybe not too surprising if they expect Aldi to become the 3rd largest grocer in the US in a couple of years.
But the demographics skewed towards higher education is a bit of a stunner for me (even though DH and I fit the profile). I’ve never seen a Tesla at any of the two Aldi’s we shop at. Can’t recall many BMW or Mercedes either and the average shopper there looks to me like the usual Walmart shopper.
I also liked the analysis that brand loyalty is no longer what it used to be and how it plays into Aldi’s business model. It feels accurate though. But to be fair, Aldi is doing a great job making their generic products remind you of the brand ones. The honey nut cheerios shown as example in that article is spot on. It’s just different enough to not be illegal but nobody is fooled still.