Aldi is the supermarket in the UK most recommended by its customers, with none of the Big Four making it into the top 10 ranking.
YouGov’s 2020 Recommend Rankings were created by calculating the percentage of customers who say that they would recommend that brand to a friend or colleague.
Aldi leads the rankings with 78% of its current customers endorsing the discount supermarket to people they know. Ocado takes second place with a recommend score of 74%, just beating Lidl on 73%.
YouGov highlighted that it will be interesting to see if Ocado’s score is impacted after it switches its product supply arrangement from Waitrose to Marks & Spencer in September. Waitrose itself places fourth this year on 71%.
With Tesco, Sainsbury’s, Morrisons, and Asda not making it into the top 10, the remainder of the list is made up of a mix of higher and lower end supermarkets:
Julian Tooke, Global Director of Product Integration at YouGov said: “Across the supermarket sector, Aldi is the brand which has performed the best with almost eight in ten of its customers recommending it to friends and family members based on their own experience. The discounter store has topped many of our rankings before, proving that not only are they a brand which is highly commended by its customers but they’re also universally appealing.”
Richard Thornton, Communications Director at Aldi UK, commented: “We’re delighted that customers continue to recommend Aldi more than any other supermarket. Our commitment to offering high-quality products at unbeatable prices continues to resonate with shoppers, which is why over a million customers have swapped to Aldi in the past 12 months.”
The rankings data is drawn from YouGov Recommend+, a new analysis tool which aims to provide brands with more actionable data about the attitudes and behaviours of consumers.
NAM Implications:
- A good example of the potential ‘Tell a friend’ kick-in…
- i.e. ‘Please me and I tell one friend, disappoint me and ten are informed…’ add social media for a 100 times multiple, or more…
- Begs the question re the need for YouGov to run a parallel survey…
- …checking which supermarkets shoppers would not recommend…?
