If you’ve ever found yourself humming along to a familiar tune while pushing your trolley through Coles or Woolworths, you’re not alone. For many of us, the background music in supermarkets is just part of the shopping experience—sometimes soothing, sometimes toe-tapping, and occasionally, a little bit annoying.
But have you ever stopped to wonder what that music is really costing the big supermarkets? And why, when you step into an ALDI, the only soundtrack is the gentle clatter of shopping carts and the beep of the checkout? It turns out, there’s a multi-million-dollar secret behind those supermarket soundtracks—and ALDI is having none of it.
While Coles and Woolworths serenade their shoppers with everything from 80s classics to the latest pop hits, ALDI has made a conscious decision to keep things quiet. Why? Because playing music in a public space isn’t free.
In Australia, businesses must pay for a public performance licence if they want to play music for their customers. These licences are managed by OneMusic, a joint licensing initiative of APRA AMCOS and the PPCA, which ensures that artists and musicians are paid royalties when their music is played in public.
The cost of these licences isn’t small change. Depending on the size of the store and the type of music system used, a supermarket could pay anywhere from around $230 to $1,600 per year per store.
For retail giants like Coles (with around 850 stores) and Woolworths (with more than 1,100), that adds up to a staggering $5-6 million every year—just to keep the tunes playing while you shop.
ALDI, on the other hand, has opted out. No music, no licence fees, and potentially, a significant saving that helps keep their prices low.
You might be wondering: is it really worth it? Are Coles and Woolies just throwing money away, or is there a method to their musical madness?
Research suggests that music can have a surprisingly powerful effect on our shopping habits. A world-first study published this year found that playing music in retail environments can boost customer spending by up to 8 per cent. For supermarkets with billions in annual revenue, that’s a serious return on investment.
For example, if Coles’ $43.57 billion in annual revenue increased by 8 per cent, that’s an extra $3.48 billion. For Woolworths, with $67.92 billion in revenue, it’s a whopping $5.43 billion. Suddenly, that $6 million in music fees looks like a bargain.
But it’s not just about spending more. Studies have shown that music can influence what we buy, how long we stay in the store, and even how we feel about the shopping experience.
For instance, classical music can encourage shoppers to buy more expensive, luxury items, while country music might nudge us towards practical, everyday purchases. Even the tempo matters: slow music can make us linger (and spend more), while fast music gets us moving quickly through the aisles.
It’s not just about the money, either. Music can shape our mood and behaviour in subtle ways. During the week, when many of us are tired and time-poor, pleasant music can have a calming effect, making the shopping experience less stressful and more enjoyable.
A University of Bath study found that shoppers are more likely to spend up to 10 per cent more on groceries from Monday to Thursday, possibly because music helps us relax and make more impulsive purchases.
On weekends, when we’re generally in a better mood, the effect of music is less pronounced—and in some cases, it might even be a distraction.
Music can also influence our choices in surprising ways. In one study, shoppers bought more French wine when French music was playing, and more German wine when German music was on. Most people didn’t even notice the music, but it still affected their decisions.
So why does ALDI buck the trend? The German-owned supermarket chain is famous for its no-frills approach, and skipping the music licence is probably just one more way to keep costs down.
ALDI’s focus is on efficiency, low prices, and a streamlined shopping experience. For many shoppers, the lack of music is barely noticeable—or even a welcome relief from the sensory overload of other supermarkets.
But some experts argue that ALDI could be missing out. According to Catherine Giuliano, director of OneMusic, music can create an atmosphere that encourages customers to return, recommend the store to friends, and spend more. In fact, research shows that:
- 21 per cent of customers are more likely to recommend a business that plays music
- 31 per cent are more likely to return
- 90 per cent of UK shoppers are more likely to choose a store that plays music
- 62 per cent are more likely to stay longer in a store with good music
- 14 per cent admit to buying more when music is played (but actually buy 77 per cent more!)
Is the silence worth the savings? For ALDI, the answer seems to be yes—for now.
With the cost of living on everyone’s mind, it’s fair to ask whether these music licence fees are quietly being passed on to us, the shoppers.
While $6 million is a drop in the ocean compared to the billions in revenue Coles and Woolworths generate, every little bit counts when it comes to supermarket pricing. ALDI’s refusal to pay for music is just one of many small savings that add up to lower prices at the checkout.
Do you notice the music when you shop at Coles or Woolworths? Does the silence at ALDI make your shopping experience better or worse? Have you ever found yourself buying more because you were in a good mood, thanks to a catchy tune? Or do you prefer the no-music approach? Share your supermarket soundtrack stories in the comments below.
Also read: Why does music make us feel things?
Personally I much prefer a quiet store, Aldi is always my choice. There is too much noise in life these days. I always choose a cafe without music if I can find one.