Discount supermarket Aldi has been named as the top brand in UK, according to YouGov BrandIndex's 2014 mid-year Buzz rankings.
The popularity of stores like Aldi and Lidl has been growing rapidly in recent times as more and more people look for value in their weekly or daily shop. Aldi managed to fight off competition from the likes of John Lewis and BBC iPlayer to be the top brand in the UK, achieving a score of +25.9. Lidl was placed in fourth scoring +18.2 and beating huge names such as Dyson, Waitrose and Sainsbury's.
YouGov noted that there is an emerging shift in the way that people shop and it has helped discount stores take on the supermarket sector. It noted that Lidl and Aldi's rise shows that consumers value brands that will help save them money at a time when finances can be tight.
Sarah Murphy, BrandIndex Director at YouGov, said: "The budget grocery stores are making deep inroads into the supermarket sector and are also shaking up the retail landscape too, with Aldi coming in ahead of established brands such as John Lewis.
"Consumers want to do their weekly shops affordably while losing nothing in terms of quality and they believe these German brands do this."
As the likes of Aldi and Lidl prosper the more traditional supermarkets are beginning to feel the pressure. In recent months both Asda and Morrisons have announced a restructuring of their business resulting in a series of job losses while Sainsbury's has teamed up with Netto to bring the Scandinavian chain back to the UK.
Sainsbury's is set to convert at least one of its outlets into a Netto store allowing it to compete with the discount grocery brands. The trial run will see the opening of 15 Netto stores by the end of 2015 with the north of England being the main target of the campaign.