The unstoppable rise of budget brands looks set to continue as Aldi and Lidl have entered the YouGov BrandIndex’s 2014 mid-year Buzz rankings.
Aldi tips the list as both enter the top ten for the first time, mirroring the shockwaves they have sent through the sector.
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 YouGov survey highlights the public’s quest for getting the best deal possible with the arrival of MoneySavingExpert.com into the top ten. The continued rise of the site suggests that consumers are valuing brands that will help save them money while the cost of living remains squeezed.
The supermarket sector is also 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 tenth position.
Michael Bennett of food PR communications consultancy Pelican Communications commented: “The Index highlights the on-going trend of ‘budget and luxury’ retail with discounters and up-market retailers both doing well.
“This is more bad news for Tesco and Morrisons whose mid-market position leaves then in no-man’s land in the mind of many consumers.”
Other brands such as BBC.co.uk, Dyson, John Lewis and Samsung remain in the top ten demonstrating the strength of these brands.
In terms of the most improved brands, Findus tops the list, suggesting that it is recovering from the horse-meat scandal of last year. While the overall Buzz score remains negative (-0.3) and has a way to go before it regains consumers? full confidence, it can take solace in the knowledge that the process has begun. Aldi and Lidl perform well again in this list, finding themselves in second and fourth place respectively, mirroring their strong performance in the Buzz overall list.
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