Mid-year rankings reveal a shift in consumer trend
By Jamie White – Head of Communications
Discount supermarket chain Aldi has been voted as Britain’s top brand in YouGov’s BrandIndex rankings.
According to the mid-year Buzz rankings, Aldi is placed at the top – replacing the BBC – with its rival Lidl also joining the top ten in fourth place.
The findings are based on ‘buzz’ or net sentiment generated across all media, including advertising, news and word of mouth.
The latest results reflect a shift towards consumers valuing brands that will help them save money, as the cost of living remains high, re-iterated by the emergence of MoneySavingExpert.com in the top ten for the first time.
The supermarket sector is well represented in the top ten, with Waitrose reflecting a strong year by moving up to fifth from ninth compared to this point last year. Tech brand Samsung slipped from second to ninth, while brands including John Lewis, BBC iPlayer and Sainsbury’s all retain their place in the top 10.
The news comes after Aldi recently revealed plans to double its UK stores to 1,000 while Lidl will spend £220m to expand across the UK.
BrandIndex director at YouGov, Sarah Murphy, said: “The budget grocery stores are making deep inroads into the supermarket sector and are also shaking up the retail landscape too, with Aldi coming in ahead of established brands such as John Lewis.
“Consumers want to do their weekly shops affordably while losing nothing in terms of quality and they believe these German brands do this.”
The BBC’s website and the iPlayer have both retained their places in the list – seventh and third respectively.
Findus was the most improved brand following on from its recovery after the horse meat scandal and topped the Improvers list.
Mystery Shopping and Performance Improvement company, Douglas Stafford, provides tailored and bespoke nationwide mystery shopping and customer experience programmes, to include Telephone Mystery Shopping, Email Mystery Shopping and Video Mystery Shopping, to clients in a variety of industries, including retail, across the UK.
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