Aldi is the strongest brand in Germany and gets 4 out of five stars. Rewe, Lidl, and Edeka also achieved four stars but slightly behind Aldi. Penny and real only reached an evaluation of three stars. If looking at Aldi Süd and Aldi Nord seperately, Aldi Süd even achieves five stars. This was shown by a survey conducted by System1 Research.
System1 Research (formerly BrainJuicer) conducted the independent survey among approximately 800 German consumers, aged between 18 and 65, in May of this year. Supermarkets were evaluated in terms of their popularity and their emotional strength. Similar to the evaluations of hotels, each brand received a number of stars, which is supposed to mirror the brand.Aldi is also the best known brand
In terms of popularity Aldi is also in the lead. 73 percent of surveyed persons spontaneously thought of the discounter. Lidl is recognized spontaneously by 71 percent. Rewe and Edeka, with 68 and 65 percent respectively, are also quite well known. Kaufland and real,- are mentioned the least with 35 and 31 percent respectively. This showed to System1 Research that how well a brand is known has a strong influence on the brand's success.
It is not surprising that the well-known supermarkets also trigger the strongest positive feelings with consumers. Overall, at Aldi Süd, 62 percent of the customers feel "Surprise" and "Joy". At Lidl it is still 56 percent who have these emotions. Penny and real are seen as mostly neutral, without evoking any feelings, for 56 percent of the surveyed persons.
Postive feelings through different criteria
A good price-performance ratio, high quality and a fresh range of products, clean appearance and friendly employees evoke positive emotions in customers. If a supermarket is further away it is less likely to be taken into consideration for grocery shopping and the potencial customers do not have a good picture of the supermarket and therefore the brand.
Overall, according to System 1 Research, it is not surprising that Aldi is the strongest brand among the grocery stores. The discounter works with the crucial characteristics they need to find space in the heads of the customers: Aldi is widely known (Fame), it evokes positive feelings (Feeling) and furthermore, it sticks out from the masses (Fluency).
System1 explains that people make most of their decisions quickly, intuitively and emotionally, this also applies to the selection of brands. Profitable growth is therefore achieved, when a company has a long-term, creative focus on these three factors. This is the way people choose their favorite brands:
Fame - How quickly does the brand come to mind
Feelings - How strong are the positive feelings the brand evokes
Fluency - How well does the brand stick out compared to others