YouGov poll: public profiles of Aldi and Lidl have never been stronger

By Richard Siddle

Published: 23 July, 2014

The public appeal and profile of hard discounters, Aldi and Lidl, has never been stronger, according to the results of a YouGov poll.

Its latest analysis, with BrandIndex, of the popularity of major brands has revealed that not only have Aldi and Lidl entered the top 10 for the first time, but Aldi has come out top, with Lidl in fourth place.

The results further demonstrate the ongoing impact the hard discounters are having on the overall grocery retail sector and the change in public perceptions to discount retail brands.

The latest survey also sees the price comparison website, MoneySavingExpert.com, enter the top 10.

Of the major grocers only Waitrose and Sainsbury's are in the top 10 brands list, with Waitrose reflecting its strong year by moving up to fifth from ninth compared to last year. Sainsbury's remains in tenth position.

Sarah Murphy, BrandIndex director at YouGov, said of its latest report: "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 10 may need to react and adapt to the challenge in order to maintain their place in the hearts and minds of consumers.