Aldi and Lidl are generating increasing levels of excitement among consumers, new research has found.
According to YouGov’s latest BrandIndex, Aldi secured an average Buzz score of +16.8 – enough for it to top the rankings for the third year in succession.
Lidl came in second place with a rating of +13.4. The top five was rounded out with BBC iPlayer, John Lewis and MoneySavingExpert.com.
Commenting on the findings, Michael Stacey of YouGov said: “It no longer seems valid to label Aldi and Lidl as budget supermarkets.
“With so many of their competitors following their lead in various ways and they themselves pushing higher-end goods, both are now firmly part of the mainstream.”
Mr Stacey said this is reflected in the fact that both Aldi and Lidl’s Buzz scores are slightly lower than they were a year ago.
“Being a challenger often makes it easier to grab people’s attention in a way it is harder to do once you are firmly established,” he observed.
Nevertheless, Mr Stacey said the fact they are still way out in front of the rankings means that their messages “are still making waves among the masses.”
The rest of the Top 10 was made up of a diverse range of brands. Online streaming service Netflix came in at sixth place, while Yorkshire Tea, Dyson, YouTube and Marks & Spencer also made it into the list.
Netflix also came tenth in a list of the most improved brands – a further measure of improved consumer sentiment towards the company.
Aldi, Lidl and the BBC iPlayer were the UK’s top brands in 2016 The Drum
