Aldi ‘most positively viewed’ supermarket in 2013

Aldi’s rapid ascension has been underlined after it came from nowhere to become the UK’s fourth most positively perceived brand of 2013.

aldi-store-2013-460
Aldi fourth in YouGov Brand Index 2013 Buzz rankings.

The budget supermarket made its debut on YouGov BrandIndex’s annual Buzz rankings last year – a net balance of positive and negative things people have heard about a brand – beating the big four to become the highest ranked supermarket.

Aldi has been grabbing shoppers from the big four supermarkets with marketing campaigns that now focus as much on quality as price.

The tactic has paid dividends with the supermarket enjoying rapid sales growth.  Figures from Kantar WorldPanel unveiled today (14 January) show Aldi’s sales increased 29.4 per cent to £1.78bn for the 12 weeks to 5 January, outperforming the rest of the sector by a significant margin.

Elsewhere, the major marketing push for the Galaxy S4 phone generated considerable Buzz for Samsung, which rose from ninth spot in YouGov’s rankings in 2012 to joint second in 2013.

BBC’s iPlayer topped the list for a second year running. The media player’s use grew rapidly in 2013 peaking over Christmas when 102 million people viewed or listened to content using the player.

In a good year for digital media brands, Netflix was named the most improved in terms Buzz. The streaming service enjoyed a rush of people signing up to watch the conclusion of Breaking Bad and US political drama House of Cards.

Barclays and Royal Bank of Scotland also received rare good news as they continue efforts to put the banking scandals of recent years behind them, making the most improved list in fourth and seventh spot respectively.

YouGov BrandIndex Top Buzz Rankings 2013
YouGov BrandIndex Top Buzz Rankings 2013
YouGov BrandIndex Top Buzz Improvers 2013
YouGov BrandIndex Top Buzz Improvers 2013

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