Aldi tops 'Big 4' for Buzz

January 11, 2013, 9:53 AM GMT+0

Aldi tops ‘Big 4’ supermarkets for buzz and is rated as being best value amongst consumers, while M&S and Sainsbury’s are amongst Top 10 UK Brands of 2012, according to annual YouGov ranking

Discount grocer Aldi has overtaken the ‘Big 4’ UK supermarkets in terms of good buzz amongst consumers for the first time and also leads in consumer perception of best value, according to new research from YouGov.

The latest YouGov BrandIndex Buzz results, a composite score based on the percentage balance of people who reported hearing good versus bad news about a brand, show that Aldi, with a Buzz score of +22, now tops Sainsbury’s (+19.3), Asda (+12.8), Morrisons (+12.7) and Tesco (+0.2), for positive buzz. Aldi also leads on the BrandIndex Value measure with a score of +36.2, beating out Asda (+32.3), Morrisons (+28.1), Sainsbury’s (+23.2), Tesco (+20.6) and also Marks & Spencer (+19.3).

Commenting on the findings, YouGov BrandIndex Director Sarah Murphy said: “Aldi is the big story in the British supermarket sector right now. That Aldi is seen by consumers as having the best value of any supermarket is the most likely reason for its burgeoning success in Britain, as in this economy everyone wants to get the most for their money. While Aldi’s market share is still far below that of the Big 4, the fact that it is leading in positive buzz amongst consumers means the larger chains will definitely be sitting up and taking notice.”

Top 10 of 2012

Meanwhile, Marks & Spencer and Sainsbury’s both made it onto the YouGov BrandIndex Top 10 UK Brands of 2012 list of brands that had the highest overall Buzz scores for the year. M&S came in at #4, down two places from 2011, while Sainsbury’s came in at #7 on the list for the second year in a row. Waitrose fell out of the Top 10, dropping from 10th place in 2011 to 12th place in 2012.

“M&S and Sainsbury’s are both holding their own in a very competitive market but if they hope to continue their success into 2013 then both will have to work on improving their reputation for value. Consumers aren’t necessarily looking for the cheapest supermarket but rather the one where they can get the best for the least. The supermarket that builds the best reputation for value is going to be the one that dominates this year,” said Murphy.

For more information go to the BrandIndex website.

Or contact YouGov PR Executive Harris MacLeod

And see the full original press release here