The Most Trusted Brands in the UK 2024
The foundation for all relationships is trust. This applies to our personal relationships and to our dealings with the businesses and brands we depend on daily. You want to be confident that when you pay for a product or service, it will live up to your expectations time and time again. While it isn't easy to measure trust, it's a quality critical for success that is challenging to earn and easy to lose.
So, how do the most trusted brands stay at the top? Shoppers say detailed descriptions of the products and services help set expectations. Also important: transparency in business practices and manufacturing while offering fair prices and providing timely customer service.
To help our readers shop more confidently, Newsweek partnered with leading market research firm BrandSpark International to highlight the Most Trusted Awards brand winners in 2024.
The winners were selected based on an extensive survey of shoppers who told us which brands they trust the most, and why. Brands were considered in 10 broad retail sectors: automotive, baby and kids, beauty & personal care, food & beverage, durable home goods, household & cleaning, over-the-counter health, pet care, restaurants and retail, and services.
We hope you find this ranking helpful when selecting trustworthy brands for your household.
MOST TRUSTED RANK #1 | MOST TRUSTED RANK #2 | MOST TRUSTED RANK #3 | SEGMENT | CATEGORY |
---|---|---|---|---|
Aviva / Direct Line (TIE) | Automotive | Auto Insurance Provider | ||
Kwik Fit | Automotive | Tyre Sales & Service | ||
Michelin | Pirelli | Goodyear | Automotive | Tyres |
Autoglass | Pilkington | Automotive | Windshield Repair / Replacement Service | |
Fairy | Baby & Kids | Baby and Kids Laundry Detergent | ||
VTech | Baby & Kids | Baby Monitor | ||
Johnson's Baby | Baby & Kids | Baby Wash / Shampoo | ||
Pampers | Huggies | Baby & Kids | Baby Wipes | |
Medela / Tommee Tippee (TIE) | Baby & Kids | Breast Pump | ||
Calpol | Benylin for Children | Baby & Kids | Children's Cough Medicine | |
Braun | Boots | Tommee Tippee | Baby & Kids | Children's Thermometer |
Barbie | Baby Annabell | Baby & Kids | Dolls | |
Pampers | Baby & Kids | Nappies | ||
Johnson's Baby | Childs Farm | Baby & Kids | Natural Baby Care | |
Lansinoh | Boots | Baby & Kids | Nursing Pads | |
Ella's Kitchen | Hipp Organic / Organix (TIE) | Baby & Kids | Organic Baby Food | |
Lego | Fisher-Price | Baby & Kids | Toys | |
L'Oreal / Nivea / Olay (TIE) | Beauty & Personal Care | Anti-Aging Skin Care Products | ||
Nivea | Dove | Beauty & Personal Care | Body Moisturizer | |
Maybelline / No7 / Rimmel (TIE) | Beauty & Personal Care | Concealer | ||
Oral-B | Beauty & Personal Care | Electric Toothbrush | ||
Nivea / Simple (TIE) | Beauty & Personal Care | Face Cleanser | ||
Nivea | Beauty & Personal Care | Face Moisturizer | ||
e.l.f. | Beauty & Personal Care | Face Primer | ||
Simple | Nivea | Beauty & Personal Care | Face Wipes | |
No7 / Rimmel (TIE) | Beauty & Personal Care | Lip Colour | ||
Maybelline | Rimmel | Beauty & Personal Care | Mascara | |
Just For Men | L'Oreal | Beauty & Personal Care | Men's Hair Colour | |
Gillette | Beauty & Personal Care | Men's Shaving | ||
Garnier | Nivea / Simple (TIE) | Beauty & Personal Care | Micellar Water | |
Listerine | Colgate | Corsodyl | Beauty & Personal Care | Mouthwash |
The Body Shop | Beauty & Personal Care | Natural Cosmetics | ||
Bondi Sands / Dove (TIE) | St. Tropez / St. Moriz (TIE) | Beauty & Personal Care | Self-Tanner | |
Head & Shoulders | Beauty & Personal Care | Shampoo & Conditioner | ||
Colgate | Beauty & Personal Care | Teeth Whitening | ||
Waterpik | Oral-B | Beauty & Personal Care | Water Flosser | |
Colgate | Sensodyne | Oral-B | Beauty & Personal Care | Whitening Toothpaste for Sensitive Teeth |
L'Oreal | Garnier | Clairol | Beauty & Personal Care | Women's Hair Colour |
Gillette Venus | Beauty & Personal Care | Women's Shaving | ||
Ninja | Durable Home Goods | Air Fryer | ||
Dyson | Durable Home Goods | Air Purifier | ||
Tefal | Le Creuset | Durable Home Goods | Cookware | |
Dyson | Durable Home Goods | Electric Fan | ||
Ninja | Kenwood | Durable Home Goods | Food Processor | |
Dyson | Durable Home Goods | Humidifier | ||
Silentnight | Dreams | Durable Home Goods | Mattress | |
Emma | Durable Home Goods | Mattress-in-a-Box | ||
Weber | Durable Home Goods | Outdoor Barbeque Grill | ||
Hotpoint | Bosch | Durable Home Goods | Oven / Range | |
Bose | JBL | Sony | Durable Home Goods | Portable Speaker |
Nespresso / Nescafe Dolce Gusto (TIE) | Tassimo | Durable Home Goods | Single Serve Coffee Maker | |
Kenwood | KitchenAid | Durable Home Goods | Stand Mixer | |
Dyson / Shark (TIE) | Henry | Durable Home Goods | Vacuum | |
Hotpoint / Bosch / Samsung (TIE) | Durable Home Goods | Washer / Dryer | ||
McVitie's | Food & Beverages | Biscuit | ||
Evian | Highland Spring | Food & Beverages | Bottled Water | |
Werther's Original | Cadbury | Food & Beverages | Caramel Sweets | |
Cadbury | Food & Beverages | Chocolate | ||
Cadbury | Nesquik | Food & Beverages | Chocolate Flavouring Mix | |
Cadbury | Lindt | Food & Beverages | Easter Chocolate | |
Birds Eye | Young's | Food & Beverages | Frozen Fish | |
Chicago Town | Goodfella's | Food & Beverages | Frozen Pizza | |
McCain | Food & Beverages | Frozen Potato Products | ||
Robinsons / Tropicana (TIE) | Innocent | Food & Beverages | Fruit Juice | |
Oatly! | Alpro | Food & Beverages | Oat Plant-Based Beverage | |
Quorn | Linda McCartney Foods | Food & Beverages | Plant-Based Meat Alternative | |
Ben & Jerry's | Haagen-Dazs | Carte D'Or | Food & Beverages | Premium Ice Cream |
Lucozade Sport | Prime | Food & Beverages | Rehydration Drink | |
Ben's Original | Tilda | Food & Beverages | Rice | |
Yorkshire Tea | PG tips / Tetley (TIE) | Food & Beverages | Tea | |
Old El Paso | Tesco | Food & Beverages | Tortilla Wraps | |
Warburtons | Hovis | Food & Beverages | White Bread | |
Muller | Yeo Valley | Food & Beverages | Yogurt | |
Febreze | Air Wick | Glade | Household & Cleaning | Air Freshener |
Flash | Dettol | Household & Cleaning | All-Purpose Cleaner | |
Flash | Cif | Household & Cleaning | Bathroom Cleaner | |
Addis | Vileda | Household & Cleaning | Broom & Dust Pan | |
Vax | Household & Cleaning | Carpet Cleaner | ||
Vanish | Dr. Beckmann | Household & Cleaning | Carpet Stain Remover | |
Finish / Fairy (TIE) | Household & Cleaning | Dishwasher Detergent | ||
Finish | Fairy | Household & Cleaning | Dishwasher Rinse Aid | |
Dettol | Flash | Household & Cleaning | Disinfectant Spray | |
Mr Muscle | Household & Cleaning | Drain Cleaner | ||
Lenor | Household & Cleaning | Dryer Sheets | ||
Lenor | Comfort | Household & Cleaning | Fabric Conditioner | |
Tesco | Asda | Household & Cleaning | Food Storage Bags | |
Mr Muscle / Windolene (TIE) | Household & Cleaning | Glass Cleaner | ||
Raid | Household & Cleaning | Insect Control | ||
Jungle Formula | Household & Cleaning | Insect Repellant | ||
Plenty | Regina Blitz / Tesco (TIE) | Household & Cleaning | Kitchen Roll | |
Persil | Ariel / Fairy (TIE) | Household & Cleaning | Laundry Detergent | |
Fairy | Persil | Household & Cleaning | Laundry Detergent for Sensitive Skin | |
Vanish | Household & Cleaning | Laundry Stain Remover | ||
Vileda | Household & Cleaning | Mop and Bucket | ||
Dettol | Flash | Household & Cleaning | Multi-Purpose Disinfecting Wipes | |
Mr Muscle | Oven Pride | Household & Cleaning | Oven Cleaner | |
Dulux | Household & Cleaning | Paint | ||
Gorilla | Household & Cleaning | Strong Hold Glue | ||
Andrex | Household & Cleaning | Toilet Tissue | ||
Fairy | Household & Cleaning | Washing Up Liquid | ||
Boots / Centrum (TIE) | Over-the-Counter Health | Adult Multivitamin | ||
Nivea Sun | Boots Soltan | Over-the-Counter Health | Adult Sunscreen | |
Piri | Over-the-Counter Health | Allergy Relief | ||
Accu-Chek / Freestyle (TIE) | Over-the-Counter Health | Blood Glucose Monitor | ||
Zovirax | Over-the-Counter Health | Cold Sore Remedy | ||
Nurofen | Over-the-Counter Health | Common Headache Relief | ||
Specsavers Easyvision | Acuvue | Over-the-Counter Health | Contact Lenses | |
Fixodent | Poligrip | Over-the-Counter Health | Denture Adhesive | |
Always | Bodyform | Over-the-Counter Health | Feminine Hygiene Pads | |
Fybogel / Holland & Barrett (TIE) | Over-the-Counter Health | Fibre Supplement | ||
Regaine | Over-the-Counter Health | Hair Regrowth Products | ||
Veet | Nair | Over-the-Counter Health | Hair Removal | |
Gaviscon | Rennie | Over-the-Counter Health | Heartburn Relief | |
Nivea Sun | Boots Soltan | Over-the-Counter Health | Kid's Sunscreen | |
Dulcolax | Senokot | Over-the-Counter Health | Laxative | |
Nurofen | Anadin / Migraleve (TIE) | Over-the-Counter Health | Migraine Headache Relief | |
Vicks Sinex | Sudafed | Over-the-Counter Health | Nasal Spray | |
Nurofen | Over-the-Counter Health | Oral Back Pain Relief | ||
Deep Heat | Nurofen | Over-the-Counter Health | Pain Relief Patch | |
Clearblue | Over-the-Counter Health | Pregnancy Test | ||
Holland & Barrett | Over-the-Counter Health | Probiotic Supplements | ||
Tampax | Over-the-Counter Health | Tampons | ||
Strepsils | Halls | Over-the-Counter Health | Throat Lozenge | |
Gaviscon | Rennie | Over-the-Counter Health | Upset Stomach Relief | |
Whiskas | Felix | Purina | Petcare | Cat Food |
Catsan | Petcare | Cat Litter | ||
Dreamies | Purina / Whiskas (TIE) | Petcare | Cat Treats | |
Pedigree Dentastix | Petcare | Dental Chews for Dogs | ||
Bugalugs | Petcare | Dog Shampoo & Conditioner | ||
Pedigree | Purina | Petcare | Dog Treats | |
YuMove | Petcare | Dog Vitamins and Supplements | ||
Purina | Harringtons / Pedigree (TIE) | Petcare | Dry Dog Food | |
Frontline | Petcare | Flea & Tick Prevention | ||
Dr. Beckmann | Vanish | Petcare | Pet Stain & Odour Remover | |
Pedigree | Butcher's | Petcare | Wet Dog Food | |
McDonald's | Burger King | Restaurants & Retail | Burger Restaurant | |
Tesco | Sainsbury's | Asda | Restaurants & Retail | Conventional Supermarket |
Iceland | Restaurants & Retail | Frozen Foods Retailer | ||
Holland & Barrett | Boots | Restaurants & Retail | Online Health and Wellness Store | |
Pets at Home | Amazon | Restaurants & Retail | Online Retailer for Pet Supplies | |
Boots | Lloyds Pharmacy | Restaurants & Retail | Pharmacy | |
Poundland | Restaurants & Retail | Pound Store | ||
Co-op / Tesco (TIE) | Restaurants & Retail | Small Format Supermarket | ||
Aldi / Asda (TIE) | Tesco | Restaurants & Retail | Supermarket for Affordable Baby Products | |
Tesco | Asda | Sainsbury's | Restaurants & Retail | Supermarket for Affordable Gluten Free Products |
Tesco | Restaurants & Retail | Supermarket for Affordable Natural & Organic Products | ||
Aldi / Tesco (TIE) | Asda / Lidl (TIE) | Restaurants & Retail | Supermarket for Affordable Wine | |
Aldi | Lidl | Asda / Tesco (TIE) | Restaurants & Retail | Supermarket for Low Prices / Affordability |
Tesco | Sainsbury's / Waitrose (TIE) | Restaurants & Retail | Supermarket for Natural & Organic Food | |
Tesco | Asda | Sainsbury's | Restaurants & Retail | Supermarket for Pickup and Delivery |
Barclays / Lloyds Bank (TIE) | Halifax / Nationwide (TIE) | Services | Bank for Personal Banking | |
EE | O2 / Vodafone (TIE) | Services | Cellular Service Provider | |
Ancestry | 23andMe | Services | DNA Testing | |
BT / Sky / Virgin Plus (TIE) | Services | High Speed Internet Provider | ||
Aviva | Services | Home Insurance Provider | ||
BT | Sky / Virgin Plus (TIE) | Services | Home Phone Service Provider | |
Ring | ADT | Services | Home Security Provider | |
Aviva | Legal and General | Services | Life Insurance Provider | |
HelloFresh | Gousto | Services | Meal Kit Delivery Service | |
Duolingo | Services | Online Language Learning | ||
Bet365 | Services | Online Sports Book | ||
Wix | Google Sites / WordPress (TIE) | Services | Website Builder | |
Slimming World / WW (Weight Watchers) (TIE) | Services | Weight Loss Program |
USAGE
Permission or authorization from Best New Product Awards Inc. is required to reference the Newsweek/BrandSpark Most Trusted Awards win or use of the claim or logo in any communication.LICENSING
If your company is a winner, contact Adam Bellisario, Associate Vice-President, BrandSpark Most Trusted (ABellisario@Brandspark.com) or or Dave Martin, Business Director (D.Martin@Newsweek.com) to learn more about licensing options or the trust research.METHODOLOGY
13,823 qualified U.K. shoppers determined the 2024 Newsweek/BrandSpark Most Trusted Awards winners in 163 individual categories, through 86,736 top-of-mind unaided responses for the brand they trust most in product categories they shop, retailers they shop, and services they use. The brand voted most trusted is listed as Rank #1 and any brand Ranked 1-3 is considered a "Top 3 Trust Leader."Ties are declared when the margin of trust share is less than 3% from another brand.Respondents were recruited from multiple high quality and independent research survey panel sources and weighted to a national profile to ensure a broad sample representing a true cross section of U.K. adults. Respondents could only contribute one response per category and there was no path for any brand to direct respondents to the survey to influence the results.
The polling of category shoppers, service, and retail customers was conducted via online survey following market research best practices. All voters were screened for participation in the specific category before voting by naming (unaided) the brand they trust most.
The highest share of citations as Most Trusted brand in each category determined the winner. The margin of victory over the runner-up brand must exceed 3% or a tie is declared. Brands must exceed a minimum threshold of 10% of citations to be declared a winner and to be included as a Top 3 trusted brand.
* The awards are 100% consumer-voted by real category shoppers.
* The research study is managed by market research professionals at BrandSpark International, a leading market research firm that conducts studies around the world. BrandSpark conducts annual brand trust studies in the US, Canada, and the UK.
* In addition to determining the brands that are most trusted, BrandSpark trust studies contain proprietary research models to better understand the drivers of trust and resilience across thousands of categories over the past decade. These trust insights are available to all brands.