Aldi, Lidl Named Top UK Brands By YouGov
Discount retailers Aldi and Lidl have topped the YouGov BrandIndex list of the top 10 UK brands for the fourth year in a row.
The BrandIndex list measures public perception of brands on a daily basis across a range of measures. The annual rankings are then compiled using Buzz scores from across the year, which measure whether consumers have heard anything good or bad about a brand during the previous two weeks.
Aldi took the top spot with an average Buzz score of 18.1, followed by Lidl with a score of 14.5.
This put the retailers ahead of streaming services Netflix (14) and BBC iPlayer (13.2).
"After a solid year for the discount retailers and an impressive Christmas period, the German supermarkets maintain their status at the top of YouGov’s list of top 10 brands, reinforcing their move from challenger brands to established mainstream retailers," said Amelia Brophy, head of data product at YouGov UK.
"Both Aldi and Lidl continue to adapt their offering evolving from being seen the ‘cheap’ option to projecting themselves as offering both value and, increasingly, quality."
The only other retailers to make the top ten were IKEA and Marks and Spencer.
Aldi UK posted sales of over £10 billion for the first time ever last year, following a record performance over the Christmas period.
Meanwhile, Lidl also saw record trading during this period, with sales up by 16% in December.
The latest figures from Kantar Worldpanel show that Aldi and Lidl remain the fastest-growing supermarket in the UK, both posting 16.8% growth in the 12 weeks to 31 December.
Aldi increased market share by 80 basis points year on year to capture 6.8% of the market, while Lidl grew market share by 60 basis points to stand at 5%, putting the discounters in fifth and eighth place, respectively.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.