Aldi ranked as top UK brand
Aldi has claimed the top ten spot in YouGovs mid-year BrandIndex measure of brand perception to beat off competition from John Lewis which came in second place.
Along with rival discounter Lidl, Aldi has entered the top ten table for the first time as it works to expand its customer base to include more affluent shoppers.
The supermarket sector is well represented in the top ten with Waitrose moving up to fifth pace from ninth at this point last year, and Sainsbury’s remaining in tenth position. Lidl came in fourth place.
The list is based on YouGov's BrandIndex Buzz scores which measure public perception of thousands of brands across a range of sectors.
Sarah Murphy, BrandIndex director at YouGov, 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 other supermarkets in the top ten may need to react and adapt to the challenge in order to maintain their place in the hearts and minds of consumers.”
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