Aldi is undertaking a major US product rebrand by stamping its name on all private label products, reducing the number of own brands from approximately 90 to 26, and introducing the namesake "The Aldi Brand" for some products.

This initiative, launched in late September in response to customer feedback, aims to make Aldi's private label quality more recognizable and visible to shoppers. “The new look and feel of our products is the next step in our journey to modernize our simpler, quicker shopping experience. Now, it’s easier than ever for shoppers to instantly spot the value and quality only Aldi can deliver,” said Atty McGrath, CEO of Aldi. “After nearly 50 years of setting the standard in private label, our updated packaging will give shoppers yet another reason to reach for our products first.”

Gen Z is reshaping the spirits and liqueurs market, favouring mindful drinking and meaningful experiences over excess. According to Mintel’s The Future of Spirits & Liqueurs report, this generation is not rejecting alcohol outright, but approaching it with new intent — valuing balance, flavour and function.

Young consumers are “zebra striping” their drinking, alternating between alcoholic and non-alcoholic options, and embracing “slow sipping” to savour quality over quantity. Health consciousness is central: Gen Z prefers low-sugar, additive-free and gut-friendly drinks that work with their bodies. Fermented, botanical and fibre-rich ingredients – such as liquorice root, prickly pear and coconut water – are emerging as functional inclusions that enhance wellbeing rather than detract from it.

As Europe’s population ages, supporting digestive health in older consumers is becoming a focus for product innovation. Gut health is now recognised as central to overall wellbeing – influencing immunity, nutrient absorption and even mood. However, age-related changes to the microbiome mean older adults often have fewer beneficial bacteria and more harmful ones, raising the risk of inflammation and chronic disease.

For food manufacturers and retailers, this creates an opportunity to respond through formulation and positioning. Fibre and polyphenols are especially important. Fibre from beans, oats, wholegrains, and fruits like berries and bananas helps regulate digestion and nourish beneficial microbes. Polyphenols – found in cocoa, berries, nuts, olives and even red wine – offer anti-inflammatory and antibacterial benefits, while supporting cognitive health.

Germany’s major drugstore chains, including dm and Rossmann, are becoming increasingly influential players in the grocery and near-food sectors. Their rapid growth in these categories is outpacing traditional retail channels.

For drugstore retailers, diversification is proving crucial. While demand for traditional categories like detergents and cleaning products has plateaued, gains in food, health and nutrition are more than compensating. 

Food now accounts for around 17 per cent of total drugstore revenue, with sales up 13.8 per cent year-on-year. Organic products are a key growth engine. The drugstores’ strong organic private label ranges seem to attract consumers that previously bought at specialty retailers.

Lidl has unveiled its first continent-wide brand campaign, “Lidl. More to Value”, across all 31 European markets. The initiative redefines what “value” means for the discount retailer. Rather than focusing solely on low prices, Lidl highlights the broader values that resonate with modern consumers—quality, freshness, sustainability, and fairness. The campaign underscores Lidl’s commitment to responsible sourcing, employee growth, and supporting communities, while continuing to deliver affordability.

By unifying its message across Europe, Lidl aims to strengthen its emotional connection with customers and align its image with evolving consumer expectations. The retailer positions itself not just as a place to save money, but as a brand that shares its shoppers’ principles and everyday experiences. This marks a strategic shift for Lidl as it seeks to balance its reputation as a price leader with a growing emphasis on authenticity, purpose, and long-term customer trust.