May 31st, 2023, Lesley Simeon
Aldi UK marketing director Adam Zavalis has stepped down from his position rounding out his second stint as the grocer’s marketing head. He previously held the post between 2013 and 2019 before returning to head Aldi UK’s marketing again in April 2021.
How has the brand fared in recent years?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Aldi’s Consideration, Recommend and Current Customer scores have improved in recent years.
The supermarket’s Consideration score - which indicates how many consumers are considering purchasing from a brand - grew from 40% in 2019 to 45% in 2023. Similarly, its Recommend score improved by six points, from a net score of 35 in 2019 to 41 in 2023.
Aldi UK’s Current Customer score went from 30% to 34% between 2019 and 2023, while its Ad Awareness score - which measures the share of consumers that notice a brand’s advertising - grew from 26% to 29% during the same period.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day.
Aldi’s Recommend score is based on the question: Which of the following supermarkets would you recommend to a friend or colleague? And which of them would you tell them to avoid? and delivered as a net score between -100 and +100. Its Consideration score is based on the question: When you are in the market next to purchase groceries, from which of the following would you consider purchasing? and delivered as a percentage. Its Current Customer score is based on the question: Have you purchased groceries from any of the following supermarkets in the past 30 days? and delivered as a percentage. Its Ad Awareness score is based on the question: Which of the following supermarkets have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 31639 UK adults between 2019 and 2023. Figures are based on a 52-week moving average. Learn more about BrandIndex.
Photo by Marques Thomas on Unsplash