The rise of the discount retailer has changed the landscape of supermarket shopping in the UK and it is set to continue to evolve further as Aldi announces the opening of 130 new store and 8,000 new staff members in the UK.

By 2022, Aldi is hoping to increase its UK workforce to 35,000 and open an additional 130 stores. This forms part of a £600 million investment in expanding its presence within the UK.

Aldi has also launched its campaign as an official partner of Team GB for the Rio 2016 Olympic Games, recruiting six athletes from the Team. Tony Baines, joint managing director of corporate buying, said that Aldi has “worked hard to establish British roots, sourcing locally where possible and building long-term relationships with British suppliers”.

So what does this announcement mean for UK consumers?

The planned 130 new stores would grow the UK store estate by around one-fifth. Consumer research for Mintel’s Supermarkets: More than just Food Retailing UK 2014 report suggests that if discounters build stores, shoppers will come, with 29% of respondents saying the reason they don’t shop at discounters at all, or don’t shop at them more is because there is no such store in a location convenient to them. However, the 44% saying they don’t shop at discounters because they don’t stock all the grocery items they need represents a more difficult obstacle to overcome.

But Aldi is not an orthodox supermarket and its customers tend to understand that. They go there because Aldi offers great value for money. It is also well placed to benefit from the shift in shopping habits from superstores to convenience stores. Given Aldi’s store locations and its range, it can tap into convenience demand just as much as it can draw customers away from superstores, at least for part of their shopping demand.

Julie Payling is European Retail Analyst at Mintel, editing European retail reports. She joined the company in 2001. Prior to that she was Editor of the beauty trade magazine European Cosmetic Markets. Julie has expertise across the sectors, from food and clothing, to electricals and DIY – built up through both editing and writing Mintel’s European retail reports.