Aldi is in first and Lidl in fourth place on YouGov’s rankings. With a clear focus on quality at affordable prices, the two brands are expanding their consumer base and are now attracting those who would never have thought to shop there before.
The supermarket sector is well represented in the top 10, with Waitrose reflecting the strong year it has had by moving up to fifth from ninth compared to this point last year. Sainsbury’s shows resilience after a challenging time, remaining in 10th position.
“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,” said BrandIndex director Sarah Murphy. “Consumers want to do their weekly shops affordably while losing nothing in terms of quality, and they believe these German brands do this. The other supermarkets in the top 10 may need to react and adapt to the challenge in order to maintain their place in the hearts and minds of consumers.”
BrandIndex is the authoritative measure of brand perception. Unlike any other brand intelligence services, BrandIndex continuously measures public perception of thousands of brands across dozens of sectors.
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