FDBusiness.com

Budget supermarkets Aldi and Lidl are the highest performing brands in YouGov BrandIndex’s Buzz score rankings for 2014. The rankings are based on YouGov’s BrandIndex Buzz scores (which measures whether consumers have heard anything positive or negative about the brand in the last two weeks).

Aldi is first in the overall rankings with a score of +26.3 with Lidl behind on +20.3. Lidl also finds itself at the top of our ‘Buzz Improvers list’ with a change of score compared to 2013 of +11.6. Aldi has had similar success an increase of ten points.

The findings confirm the trend identified in the mid-year rankings. It is however, important to note the rate of improvement. Aldi were fourth in the annual list for 2013, while Lidl were not even in the top ten, underlying the rate at which the retailers have been pervading public consciousness.

Sarah Murphy, YouGov BrandIndex Director, comments: “Aldi and Lidl have cemented their place at the top of our rankings due to effective marketing, great value, and an increased perception of quality products. While negative stories have often hit larger rivals over the year, the German retailers have been asserting that they are the alternative.

“The presence of other traditional favourites such as the John Lewis and Dyson shows the importance of creating a notion of trust and a reputation for quality among consumers.

“In terms of the improvers, brands such as Ryanair, SSE and British Gas will see this as a justification of their efforts to begin to change public perception of their brands. There is still a long way to go for those companies to achieve a positive overall score and a place in the nation’s hearts however.”