Highest earners bargain hunting

CHEAP EATS: Rachael Hrstich shops at Aldi in Ashgrove, Brisbane. Source: The Sunday Mail (Qld)

SNOBS take note - while some may turn up their nose up at discount supermarket Aldi, upper-crust customers are flocking there in droves.

Exclusive data provided to The Sunday Mail by Roy Morgan Research shows a 45 per cent increase in higher-income Australian households making Aldi their supermarket of choice in the past year.

Growing from 127,000 to 184,000, households earning an average of $152,516 make up 17 per cent of all Aldi shoppers, and are the most satisfied group with the budget chain.

More than 95 per cent of that income bracket reported a high level of satisfaction, compared to 83 per cent of shoppers with an average household income of $35,776.

The budget supermarket is also offering deluxe products to cater to those used to the finer things, including champagne, award-winning steaks, blue cheese and smoked salmon.

Queensland University of Technology retail expert Dr Gary Mortimer said while Aldi started in Australia with the image of a supermarket for low-income earners, that perception was beginning to change.

"What Australian consumers have realised is that although it offers a very narrow range of products, what they offer is very good quality," he said.

"I don't think the company has consciously tried to attract a different demographic of shopper, I just think Australian shoppers have become very savvy consumers."

An Aldi spokesperson said the chain tried to deliver quality produce while allowing Australians to save.

"Everything we do is designed with one goal in mind, to help Australians stretch their hard-earned grocery dollars further," the spokesperson said.

"Our range includes premium products such as our Highland Park grass-fed cattle, which is award winning."

Other deluxe products being embraced by Australian consumers include award-winning olive oil and champagne.

Bardon mum Angie Vandoren said the perception that Aldi was for people on a lower income was changing.

"A lot of people I speak to have come over and now shop at Aldi because the quality isn't compromised by the price," she said.

Ms Vandoren (pictured) said she saved about $80 a week at Aldi, and the store's expanding range made it easier to shop there exclusively.

"They're starting to stock a lot of different brands so it's almost becoming a one-stop shop," she said.

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