Aldi's brand evolution in Australia: Trust, value and loyalty

Key findings:

• Aldi’s Consideration score rose from 44.7 in September 2023 to 53.6 by December 2025, showing growing shopper intent.
• Value is Aldi’s strongest metric at 45.2, reinforcing its position as a trusted supermarket in an inflation-pressured retail environment.
• Customer Satisfaction remains high at 43.0, indicating Aldi is consistently meeting expectations and driving repeat behaviour.

Over the past three years, Aldi has demonstrated notable brand resilience in Australia, navigating a volatile retail landscape marked by rising inflation, public concern over price-gouging, and intensifying scrutiny of the supermarket sector.

During this period, the retailer has made measurable gains in consumer perception, particularly in areas of value and satisfaction, reinforcing its position as a trusted alternative to major supermarket chains.

In recognition of its sustained performance, Aldi has crept into Australia's top 10 in YouGov’s Best Brand Rankings 2026 — a ranking based on Index score, a composite brand health metric that combines public perception across Impression, Value, Quality, Reputation, Recommendation, and Satisfaction.

Tracking Aldi’s rise in Australia

Aldi’s overall Index Score has shown marked improvement since early 2024. This upward trend outpaces the average growth seen across the broader retail sector.

This is evident when examining six core metrics from YouGov BrandIndex, each offering a unique lens into how consumers perceive the brand.

Impression, which measures overall sentiment towards the brand, remains strong at 44.1, suggesting a generally positive view among the public.

Value, one of Aldi’s traditional strengths, is reflected in a high score of 45.2. This aligns with the retailer’s positioning as a cost-effective option in a market grappling with affordability concerns.

Satisfaction, indicating the level of contentment among existing customers, is robust at 43.0, affirming that Aldi is delivering on consumer expectations post-purchase.

Recommend, measuring likelihood to endorse the brand to others, scores 40.0—further evidence of consumer confidence and loyalty.

Quality, which captures whether consumers associate Aldi with high or low product quality, stands at 30.8 – lower relative to other indicators – highlighting an area where the brand could improve perceptions.

Reputation, gauging whether consumers would be proud or embarrassed to work for the brand, is the lowest-performing metric at 18.4. This suggests that while Aldi may be respected as a retailer, internal brand perception may not carry the same strength.

According to data from YouGov BrandIndex, Aldi’s Consideration score – an indicator of how likely consumers are to consider the brand when making a purchase – rose steadily from 44.7 in September 2023 to 53.6 by December 2025. This upward trend reflects growing consumer interest at a time when Australians have become increasingly price conscious.

Although most Australians might not express a strong desire to work for the brand in 2026, they are increasingly drawn to what Aldi offers – particularly its strong value in a cost-conscious market. As the brand approaches its 25-year anniversary in Australia, its consistent performance across key metrics like Value, Satisfaction and Consideration suggests it is well positioned to maintain momentum. The question now is whether Aldi can further elevate perceptions around quality and corporate reputation – and in doing so, edge even higher in YouGov’s Best Brand Rankings in the year ahead.

Methodology: Aldi's Index score is an average of Impression, Value, Quality, Satisfaction, and Recommend scores. Index score is reported as net scores from –100 to +100, based on daily surveys of Australian adults. Based on scores between January 1, 2023, and December 31, 2025. All scores are rounded to one decimal place. If brands have the same rounded score, rank is determined by differences beyond the first decimal place. For a brand to qualify as a top 10 brand, it must have scores available for at least 6 months (183 days).

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