Global consumers ranked ALDI, the German discount supermarket and owner of Trader Joe's in the United States, as the most 'simple' brand in the world for the second year in a row, according to a recent "Simplicity Index" report from Siegel+Gale.
The report was based on data from a survey of 12,318 consumers in eight countries (the US, the UK, Germany, Sweden, China, India, the UAE, and Saudi Arabia). Respondents were asked to rate brands on the simplicity/complexity of their products and pricing relative to industry peers as well as the quality of interactions/communications (i.e., whether the company is trustworthy/easy to deal with).
ALDI topped the list because of its "clear pricing and a clear offer"—high quality at low prices with a basic, but rewarding, shopping experience.
Google ranked second thanks to its search engine, which consumers view as being "peerless" and "reliable."
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