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How Aldi has pushed Woolworths to risk its generic branding

Tom Elliott
Article image for How Aldi has pushed Woolworths to risk its generic branding

Woolworths is set to replace its generic label with a more up-market packaging.

Marketing lecturer Dr Paul Harrison told Tom Elliott it will do so as a response to Aldi moving into the market.

But Dr Harrison said Woolworths is taking a risk.

Consumers tend to buy on habit, so breaking the habit could end up encouraging shoppers to look around.

‘It surprises me, when I talk to retailers, how little they understand about consumer psychology,’ he said.

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Tom Elliott
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