Consumer Confidence Grows In The Aldi Brand

Cheap. German. Quality.

We asked our panel of UK consumers the first three words that come to mind when they think of the brand Aldi.

According to a recent article from The Drum, Aldi are doing everything right in the eyes of the consumer – voted as the highest scoring supermarket in the YouGov brand index. In line with a recent VoxPopMe campaign, it appears that Aldi are doing a lot right – however there is still room for improvement. It has emerged that more and more consumers are finding confidence in the Aldi brand, a number still like prefer the frills option of a standard supermarket like Sainsbury’s or Tesco.

When it came to Net Promoter Score analysis, Aldi have just made it over the 0 mark and into the positive scores at +0.75. The majority of the panel were considered to be passive to the Aldi brand, although just over 30% of the panel were considered brand advocates to the Aldi brand.

“Since I started shopping at Aldi, I’ve saved about £60 on my food shop”.

Erica, Hornchurch, 47

Cheap doesn’t mean sacrificing quality!

“I love it! Me and my Mother-in-law always talk about the bargains that we get, and make sure we both get the bargains.” Vikki, Brighton, 28. This proportion appeared to be very impressed with Aldi, and felt the brand did not deserve the current perception that cheap means you have to sacrifice quality. A number of the panel commented that the products were on par, if not greater than big name supermarkets – that Aldi’s no frills offering simply meant you weren’t paying for the nicest packaging, or the most up to date store.

Elizabeth, from Kettering, said “it’s like a jumble sale, you never know what bargains you might find”. Some of the panel described shopping at Aldi as an interesting surprise, that you never quite know what you might amongst the clothing or household items.

Although others felt, in terms of their range of groceries, that they cannot always get their weekly food shop all from there. Defining a great shopping experience as one where everything is available under one roof, this proportion of the panel did not shop at Aldi as they did not want the inconvenience of having to shop around and go to multiple stores.

The In-store Experience

The instore experience seemed to be the place the majority of the panel felt that Aldi could improve, as many felt pressured and more stressed in an Aldi store. Specifically the ‘stack um high’ approach, where there appears to be quite a lot of products in a small area.

Many felt that the stores tend to be very crowded amongst the isles, making the experience cramped and slow. Others dreaded the check-out queue, with the constant feeling that they are holding up the shoppers behind as their groceries are hurled towards them.