Aldi

**Demographics:** Residents primarily from Flat Rock, Rockwood, Newport, and southern Huron Township; often families with children, young professionals, or retirees. They represent a mix of blue-collar and white-collar households, typically middle to lower-middle income, but also appealing to higher-income individuals prioritizing value. They are generally in their mid-20s to late 60s, looking to manage household expenses effectively.

**Desires:** Above all, they desire significant savings on their weekly grocery bill without sacrificing quality for essential items like fresh produce, meats, and pantry staples. They crave an efficient and straightforward shopping experience that gets them in and out quickly, freeing up time for other commitments. They also seek to discover new and unique products (Aldi Finds) at attractive prices, and increasingly, want access to affordable healthier and organic options.

**Ailments:** Their primary ailment is the frustration of escalating grocery prices at conventional supermarkets, making it challenging to stick to a budget and provide good food for their families. They are tired of wasting time navigating overly large stores and enduring long checkout lines. They might also worry about the perceived quality of budget groceries, or the limited selection for very specific brands, and are looking for a trustworthy source that consistently delivers on both value and quality.