Aldi has again been named top of the Global Brand Simplicity Index by Siegel+Gale, beating Google and fellow discount retailer Lidl for the spot.
Compiled using feedback from 12,318 consumers in 8 countries (including 1,751 in the UK), the Brand Simplicity Index measures the perceived simplicity or complexity of brands’ products, services, interactions and communications in relation to their industry peers.
Aldi also topped the UK list, taking the top spot away from Amazon, who held the position in 2013.
The report revealed that the general decline in traditional supermarket brands’ simplicity scores was largely down to: complicated approaches to online shopping, overpriced premium ranges and decline in own brand quality.
In the UK, Sainsbury’s was the top ranking of the traditional supermarkets, coming in seventh, while Asda ranked ninth. Waitrose came in at 14, while Tesco ranked in at 24.