Aldi and Lidl Reiterate Budget Supermarket Dominance, Survey Shows

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21st July 2014 13:51 - Retail

Budget supermarkets Aldi and Lidl have stormed to the top of a recent consumer poll, outdoing quality rivals Waitrose and Sainsbury’s.

The survey, which involved several brands being rated using YouGov BrandIndex’s Buzz score, quizzed its participants on the nature (positive or negative) of talk surroundings the brands in question.

Aldi, a new entry to the mid-year rankings, went straight to the top reiterating the upsurge in dominance of budget supermarkets.

John Lewis moved up one place to rank second, ahead of BBC’s iPlayer – which has consistently been at or near the top for a few years – which was relegated down by two places.

Lidl, also a newcomer, went straight in at fourth and, interestingly, the German supermarket chain is forecast to become the biggest grocery company in Europe by 2018.

Dyson maintained its position in the middle of the rankings (fifth), ahead of upmarket retailer Waitrose who moved its way up from ninth to fifth.

BBC.co.uk slipped down one position to settle for seventh, with MoneySavingExpert.com (eighth) sliding down the rankings (by four places) too.

Samsung, however, incurred the steepest demotion, dropping seven places from last year’s mid-year rankings, to finish ninth in 2014.

Last but not least, Sainsbury’s – one of the ‘big four’ supermarkets – maintained its position at the bottom of the list (10th).

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.”

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