Newsweek and BrandSpark International announce the 2024, 100% consumer-voted Most Trusted consumer product, retail, and services brands in the UK as voted by UK shoppers

The UK Newsweek/BrandSpark Most Trusted Awards survey revealed wins across 163 categories based on a national survey of 13,823 UK shoppers

LONDON, Jan. 17, 2024 /PRNewswire/ — Market research and consulting firm BrandSpark International, in partnership with iconic media brand Newsweek, has released its 2nd edition with the 2024 list of the Most Trusted brands in the UK, as 100% voted on by UK Shoppers. The winning brands were determined in the BrandSpark International UK Trust Study through a consumer survey, aggregating the opinions of 13,823 recent category shoppers who provided 86,736 top-of-mind unaided responses on which brands they trust most. BrandSpark has been measuring trust for 11 years, with robust studies in the United States and Canada.

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In the highly competitive British market, primary household shoppers have numerous brands from which to choose. The UK Newsweek/BrandSpark Most Trusted Awards aim to assist consumers in making more informed purchase decisions and brands in communicating to consumers why they should choose their products and services over others. Through extensive research on consumer shopping habits, brand trust health, and consumer market trends since 2001, BrandSpark identified trust as a foundational element in the relationship between brands and shoppers.

The awards program focuses on recognizing and promoting trust as consumers navigate the abundance of choices available. Adam Bellisario, Associate Vice-President of the BrandSpark Most Trusted Awards said, “Our goal is to help the UK shoppers easily navigate an increasingly crowded market of goods and services, and help brands communicate their leadership to consumers.”

This year the winners represent the following segments: Household & Cleaning, Pet Care, Durable Home Goods, Food & Beverage, Beauty & Personal Care, Over-the-Counter Health (OTC), Baby & Kids, Automotive, Restaurants & Retail, and Services. Robert Levy, Founder and President of BrandSpark International shared that “Knowing which brands are trusted the most is important and high levels of trust in a brand are indicative of successfully fulfilling multiple consumer needs such as quality, value, and customer support.”

The Expansion to Top 3 Most Trusted Brands

This year’s UK Newsweek/BrandSpark Most Trusted Awards revealed the top three ranked brands in most categories where sufficient votes allowed. In segments like Household & Cleaning and Food & Beverage, a clear first-place brand often emerged, accompanied by another brand that maintains a significant trust following. Philip Scrutton, Vice President of Consumer & Shopper Insights at BrandSpark International, described that “While observing shifts in the top ranked Most Trusted brand is always intriguing, it’s equally insightful to recognize the second or third brands consumers trust most, showcasing their enduring relationships with consumers. There is also an opportunity for these brands to incorporate trust into their messaging.” 

Notable Winners from the 2024 UK Newsweek/BrandSpark Most Trusted Awards

1. In the highly competitive and innovative Mattress-in-a-Box category, mattress and sleep company “Emma” took the #1 spot for the second time. Emma has successfully leveraged their 2022 win to help them stand out online.

2. Yorkshire Tea broke its 2022 three-way tie for Most Trusted Tea with PG Tips and Tetley, coming out on top.

3. German personal care brand Nivea is widely trusted for face and body care, including winning in both Adult and Kid’s sunscreen categories, where trust is of paramount importance.

4. Consumer packaged goods giant Procter & Gamble dominates in the UK, Canada, and the USA with the most wins from any manufacturer, 28 in the UK, 27 in Canada, and a whopping 58 in the USA. These wins spanned across Household & Cleaning, Beauty & Personal Care, Over-the-Counter Health, Home Goods, and Baby & Kids. Procter & Gamble’s multinational wins speak to the Company’s global strength to deliver on trust drivers. 

5. Aside from Procter & Gamble brands, the following brands have secured wins in both the UK and USA BrandSpark Most Trusted Awards: 

Aldi (Supermarket for Low Prices /Affordability);
Ancestry (DNA Testing);
Autoglass (Windshield Repair/Replacement Service) – (Belron owns Autoglass in the UK and Safelite Autoglass in the USA);
Barbie (Dolls);
Ben’s Original (Rice);
Clearblue (Pregnancy Test);
Duolingo (Online Language Learning);
e.l.f. (Face Primer):
Frontline (Flea & Tick Prevention);
Garnier (Micellar Water);
Gillette (Men’s Shaving);
Gillette Venus (Women’s Shaving);
HelloFresh (Meal Kit Delivery Service);
Just for Men (Men’s Hair Colour);
L’Oréal (Women’s Hair Colour);
Listerine (Mouthwash);
Maybelline (Mascara);
Oral-B (Electric Toothbrush);
Raid (Insect Control);
Weber (Outdoor Barbeque Grill);
Werther’s Original (Caramel Sweets);
Wix (Website Builder);

6. Discount supermarket chain Aldi stands out in both the UK and US as a key player in the value for money space, focusing on private label offerings delivering on quality, innovation, and fair price. Aldi won in the following categories in the UK:

Supermarket for Low Prices / Affordability
Supermarket for Affordable Baby Products (in a tie)
Supermarket for Affordable Wine (in a tie)

The 2024 UK Newsweek/BrandSpark Most Trusted Awards winners are listed below. In order to appear on the trust list, each brand had to earn at least 10% trust share.

See details at www.BrandSparkMostTrusted.com.*

Household & Cleaning

#

CATEGORY

RANK #1

RANK #2

RANK #3

1

Air Freshener

Febreze

Air Wick

Glade

2

All-Purpose Cleaner

Flash

Dettol

 

3

Bathroom Cleaner

Flash

Cif

 

4

Broom & Dust Pan

Addis

Vileda

 

5

Carpet Cleaner

Vax

   

6

Carpet Stain Remover

Vanish

Dr. Beckmann

 

7

Dishwasher Detergent

Finish / Fairy (TIE)

   

8

Dishwasher Rinse Aid

Finish

Fairy

 

9

Disinfectant Spray

Dettol

Flash

 

10

Drain Cleaner

Mr Muscle

   

11

Dryer Sheets

Lenor

   

12

Fabric Conditioner

Lenor

Comfort

 

13

Food Storage Bags

Tesco

Asda

 

14

Glass Cleaner

Mr Muscle /
Windolene (TIE)

   

15

Insect Control

Raid

   

16

Insect Repellent

Jungle Formula

   

17

Kitchen Roll

Plenty

Regina Blitz /
Tesco (TIE)

 

18

Laundry Detergent

Persil

Ariel / Fairy (TIE)

 

19

Laundry Detergent for Sensitive
Skin

Fairy

Persil

 

20

Laundry Stain Remover

Vanish

   

21

Mop and Bucket

Vileda

   

22

Multi-Purpose Disinfecting Wipes

Dettol

Flash

 

23

Oven Cleaner

Mr Muscle

Oven Pride

 

24

Paint

Dulux

   

25

Strong Hold Glue

Gorilla

   

26

Toilet Tissue

Andrex

   

27

Washing Up Liquid

Fairy

   

Pet Care

#

CATEGORY

RANK #1

RANK #2

RANK #3

28

Cat Food

Whiskas

Felix

Purina

29

Cat Litter

Catsan

   

30

Cat Treats

Dreamies

Purina /
Whiskas (TIE)

 

31

Dental Chews for Dogs

Pedigree
Dentastix

   

32

Dog Shampoo & Conditioner

Bugalugs

   

33

Dog Treats

Pedigree

Purina

 

34

Dog Vitamins and Supplements

YuMove

   

35

Dry Dog Food

Purina

Harringtons /
Pedigree (TIE)

 

36

Flea & Tick Prevention

Frontline

   

37

Pet Stain & Odour Remover

Dr. Beckmann

Vanish

 

38

Wet Dog Food

Pedigree

Butcher’s

 

Durable Home Goods

#

CATEGORY

RANK #1

RANK #2

RANK #3

39

Air Fryer

Ninja

   

40

Air Purifier

Dyson

   

41

Cookware

Tefal

Le Creuset

 

42

Electric Fan

Dyson

   

43

Food Processor

Ninja

Kenwood

 

44

Humidifier

Dyson

   

45

Mattress

Silentnight

Dreams

 

46

Mattress-in-a-Box

Emma

   

47

Outdoor Barbeque Grill

Weber

   

48

Oven / Range

Hotpoint

Bosch

 

49

Portable Speaker

Bose

JBL

Sony

50

Single Serve Coffee Maker

Nespresso /
Nescafé Dolce
Gusto (TIE)

 

Tassimo

51

Stand Mixer

Kenwood

KitchenAid

 

52

Vacuum

Dyson / Shark
(TIE)

 

Henry

53

Washer / Dryer

Hotpoint /
Bosch /
Samsung (TIE)

   

Food & Beverage

#

CATEGORY

RANK #1

RANK #2

RANK #3

54

Biscuit

McVitie’s

   

55

Bottled Water

Evian

Highland Spring

 

56

Caramel Sweets

Werther’s
Original

Cadbury

 

57

Chocolate

Cadbury

   

58

Chocolate Flavouring Mix

Cadbury

Nesquik

 

59

Easter Chocolate

Cadbury

Lindt

 

60

Frozen Fish

Birds Eye

Young’s

 

61

Frozen Pizza

Chicago Town

Goodfella’s

 

62

Frozen Potato Products

McCain

   

63

Fruit Juice

Robinsons /
Tropicana (TIE)

 

Innocent

64

Oat Plant-Based Beverage

Oatly!

Alpro

 

65

Plant-Based Meat Alternative

Quorn

Linda McCartney
Foods

 

66

Premium Ice Cream

Ben & Jerry’s

Häagen-Dazs

Carte D’Or

67

Rehydration Drink

Lucozade
Sport

Prime

 

68

Rice

Ben’s Original

Tilda

 

69

Tea

Yorkshire Tea

PG tips /
Tetley (TIE)

 

70

Tortilla Wraps

Old El Paso

Tesco

 

71

White Bread

Warburtons

Hovis

 

72

Yogurt

Müller

Yeo Valley

 

Beauty & Personal Care

#

CATEGORY

RANK #1

RANK #2

RANK #3

73

Anti-Aging Skin Care Products

L’Oréal / Nivea /
Olay (TIE)

   

74

Body Moisturizer

Nivea

Dove

 

75

Concealer

Maybelline /
No7 / Rimmel
(TIE)

   

76

Electric Toothbrush

Oral-B

   

77

Face Cleanser

Nivea / Simple
(TIE)

   

78

Face Moisturizer

Nivea

   

79

Face Primer

e.l.f.

   

80

Face Wipes

Simple

Nivea

 

81

Lip Colour

No7 / Rimmel
(TIE)

   

82

Mascara

Maybelline

Rimmel

 

83

Men’s Hair Colour

Just For Men

L’Oréal

 

84

Men’s Shaving

Gillette

   

85

Micellar Water

Garnier

Nivea / Simple
(TIE)

 

86

Mouthwash

Listerine

Colgate

Corsodyl

87

Natural Cosmetics

The Body Shop

   

88

Self-Tanner

Bondi Sands /
Dove (TIE)

 

St. Tropez / St.
Moriz (TIE)

89

Shampoo & Conditioner

Head &
Shoulders

   

90

Teeth Whitening

Colgate

   

91

Water Flosser

Waterpik

Oral-B

 

92

Whitening Toothpaste for
Sensitive Teeth

Colgate

Sensodyne

Oral-B

93

Women’s Hair Colour

L’Oréal

Garnier

Clairol

94

Women’s Shaving

Gillette Venus

   

Over-the-Counter Health

#

CATEGORY

RANK #1

RANK #2

RANK #3

95

Adult Multivitamin

Boots /
Centrum (TIE)

   

96

Adult Sunscreen

Nivea Sun

Boots Soltan

 

97

Allergy Relief

Piri

   

98

Blood Glucose Monitor

Accu-Chek /
Freestyle (TIE)

   

99

Cold Sore Remedy

Zovirax

   

100

Common Headache Relief

Nurofen

   

101

Contact Lenses

Specsavers Easyvision

Acuvue

 

102

Denture Adhesive

Fixodent

Poligrip

 

103

Feminine Hygiene Pads

Always

Bodyform

 

104

Fibre Supplement

Fybogel /
Holland &
Barrett (TIE)

   

105

Hair Regrowth Products

Rogaine

   

106

Hair Removal

Veet

Nair

 

107

Heartburn Relief

Gaviscon

Rennie

 

108

Kid’s Sunscreen

Nivea Sun

Boots Soltan

 

109

Laxative

Dulcolax

Senokot

 

110

Migraine Headache Relief

Nurofen

Anadin /
Migraleve (TIE)

 

111

Nasal Spray

Vicks Sinex

Sudafed

 

112

Oral Back Pain Relief

Nurofen

   

113

Pain Relief Patch

Deep Heat

Nurofen

 

114

Pregnancy Test

Clearblue

   

115

Probiotic Supplements

Holland &
Barrett

   

116

Tampons

Tampax

   

117

Throat Lozenge

Strepsils

Halls

 

118

Upset Stomach Relief

Gaviscon

Rennie

 

Baby & Kids

#

CATEGORY

RANK #1

RANK #2

RANK #3

119

Baby and Kids Laundry Detergent

Fairy

   

120

Baby Monitor

VTech

   

121

Baby Wash / Shampoo

Johnson’s Baby

   

122

Baby Wipes

Pampers

Huggies

 

123

Breast Pump

Medela /
Tommee
Tippee (TIE)

   

124

Children’s Cough Medicine

Calpol

Benylin for
Children

 

125

Children’s Thermometer

Braun

Boots

Tommee
Tippee

126

Dolls

Barbie

Baby Annabell

 

127

Nappies

Pampers

   

128

Natural Baby Care

Johnson’s
Baby

Childs Farm

 

129

Nursing Pads

Lansinoh

Boots

 

130

Organic Baby Food

Ella’s Kitchen

Hipp Organic /
Organix (TIE)

 

131

Toys

Lego

Fisher-Price

 

Automotive

#

CATEGORY

RANK #1

RANK #2

RANK #3

132

Auto Insurance Provider

Aviva / Direct
Line (TIE)

   

133

Tyre Sales & Service

Kwik Fit

   

134

Tyres

Michelin

Pirelli

Goodyear

135

Windshield Repair /
Replacement Service

Autoglass

Pilkington

 

Restaurants & Retail

#

CATEGORY

RANK #1

RANK #2

RANK #3

136

Burger Restaurant

McDonald’s

Burger King

 

137

Conventional Supermarket

Tesco

Sainsbury’s

Asda

138

Frozen Foods Retailer

Iceland

   

139

Online Health and Wellness Store

Holland &
Barrett

Boots

 

140

Online Retailer for Pet Supplies

Pets at Home

Amazon

 

141

Pharmacy

Boots

Lloyds Pharmacy

 

142

Pound Store

Poundland

   

143

Small Format Supermarket

Co-op / Tesco
(TIE)

   

144

Supermarket for Affordable Baby
Products

Aldi / Asda
(TIE)

 

Tesco

145

Supermarket for Affordable
Gluten Free Products

Tesco

Asda

Sainsbury’s

146

Supermarket for Affordable
Natural & Organic Products

Tesco

   

147

Supermarket for Affordable Wine

Aldi / Tesco
(TIE)

 

Asda / Lidl (TIE)

148

Supermarket for Low Prices /
Affordability

Aldi

Lidl

Asda / Tesco
(TIE)

149

Supermarket for Natural &
Organic Food

Tesco

Sainsbury’s /
Waitrose (TIE)

 

150

Supermarket for Pickup and
Delivery

Tesco

Asda

Sainsbury’s

Services

#

CATEGORY

RANK #1

RANK #2

RANK #3

151

Bank for Personal Banking

Barclays /
Lloyds Bank
(TIE)

 

Halifax /
Nationwide (TIE)

152

Cellular Service Provider

EE

O2 / Vodafone
(TIE)

 

153

DNA Testing

Ancestry

23andMe

 

154

High Speed Internet Provider

BT / Sky /
Virgin Plus
(TIE)

   

155

Home Insurance Provider

Aviva

   

156

Home Phone Service Provider

BT

Sky / Virgin Plus
(TIE)

 

157

Home Security Provider

Ring

ADT

 

158

Life Insurance Provider

Aviva

Legal and General

 

159

Meal Kit Delivery Service

HelloFresh

Gousto

 

160

Online Language Learning

Duolingo

   

161

Online Sports Book

Bet365

   

162

Website Builder

Wix

Google Sites /
WordPress (TIE)

 

163

Weight Loss Program

Slimming
World / WW
(Weight Watchers)
(TIE)

   

How winners are determined

13,823 qualified UK shoppers determined the 2024 UK 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 and 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. Brands must exceed a minimum threshold of 10% of unaided citations to be included in the list. The UK list represents the second year of UK results. The Program is in its 11th year in the United States and Canada.

About BrandSpark International

Founded in 2001, BrandSpark International is a research and consulting firm that provides brands with the insights they need to understand the omnichannel shopper, refine their strategic brand positioning, build consumer trust and improve the success of their new product launches.

* Permission and authorization from Best New Product Awards Inc. are required to reference the Newsweek/BrandSpark Most Trusted Awards win or use the claim or logo in any communication.

For licensing inquiries, interview requests and complimentary trust insights from the BrandSpark UK Trust Study please contact: 

Adam Bellisario, Associate Vice-President, Best New Product Awards Inc. ABellisario@BrandSpark.com  

or

David Martin, Business Director, Newsweek UK
D.Martin@Newsweek.com

Photo – https://mma.prnewswire.com/media/2320163/BrandSpark_International_Newsweek_and_BrandSpark_International_a.jpg

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