Aldi has had a phenomenal year in terms of both its brand and its business. According to the latest Kantar Worldpanel data, sales at the discounter were up 17.6% in the most recent quarter giving it a 5.6% share of the market.
Its revenues were up 31% to £6.89bn in 2014. Meanwhile the big four grocers have all experienced sales and profit drops and consistently warned of tough trading as the discount grocers (which also include Lidl and Netto) continue to attract consumers.
This is also the year it announced its sponsorship of Team GB as it looks to celebrate its British credentials. The supermarket and its marketing strategy have been consistently praised by brands in other sectors with Ryanair recently saying it wants to become “The Aldi of the air”.
The judges praised Aldi, calling it the “epitome of a challenger brand”. It was hailed for redefining the entire supermarket sector and really taking on the established grocery brands to become “part of the British psyche”.
“This is Aldi’s year. Both a category disruptor and a serious alternative to other supermarkets. The brand has led the way in standing for cheap and good quality together,” said another judge.
The shortlist for Brand of the Year:
- Aldi – WINNER