New Rankings Offering Consumers a Data-Driven Guide to the Most Trusted Brands Across Consumer Products, Services, and Retail
LONDON, Feb. 4, 2025 /PRNewswire/ -- Newsweek and BrandSpark International are proud to announce the winners of the 2025 U.K. Newsweek/BrandSpark Most Trusted Awards, honouring the brands that have earned the trust of U.K. shoppers. This year's Awards are based on votes from 17,008 U.K. survey participants, encompassing 102,400 brand evaluations across 173 categories (including 73 new categories). These annual, highly credible rankings provide a robust analysis of consumer trust in the UK.
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"In today's uncertain economic landscape, trust has become a cornerstone of consumer decision-making. With shoppers increasingly mindful of where they spend their money, brands that deliver consistent quality, reliability, and value are at the top", says Robert Levy, President of BrandSpark International.
The winners of the 2025 Newsweek/BrandSpark Most Trusted Awards exemplify this critical relationship between trust and loyalty, standing out in categories where competition is fierce, and consumer expectations are higher than ever.
"Brands that have been recognized as Most Trusted brands now have unique opportunities to leverage that trust with existing consumers, to build loyalty, and to help attract new consumers as they increasingly search for better value", says Levy.
The purple "Most Trusted" seal serves as a trusted guide for consumers, helping them quickly identify brands that consistently deliver on quality, reliability, and value. Proudly displayed by leading brands across retailer shelves, advertisements, and digital platforms, the seal is a powerful symbol of consumer confidence and trust, and signals to shoppers that their products are trusted by other consumers.
"Leading brands such as Vax, Dettol, Regaine, Braun, VTech and Emma Sleep have already recognized the value of the 100% consumer endorsement which remains among the most highly valued of claims", says Amit Shah, Executive Vice President of Newsweek.
This recognition not only validates a brand's commitment to excellence but also strengthens its connection with consumers, driving loyalty and enhancing credibility at the point of purchase.
Newsweek and BrandSpark will host an exclusive evening celebration honouring the people behind the nation's most trusted brands. The event will take place on Thursday, March 13, 2025, at the iconic Canada House in Trafalgar Square, London. Guests will enjoy a warm welcome from the Newsweek and BrandSpark teams, food and drinks, exclusive insights into consumer trust trends from BrandSpark's research, and an official awards presentation celebrating the brands that have earned the highest levels of trust across the UK. Winning brands are invited to attend this complimentary event and may RSVP at: [https://c212.net/c/link/?t=0&l=en&o=4354290-1&h=3841811855&u=https%3A%2F%2Fukevent.brandsparkmosttrusted.com%2F&a=%C2%A0]https://ukevent.brandsparkmosttrusted.com [https://c212.net/c/link/?t=0&l=en&o=4354290-1&h=426276779&u=https%3A%2F%2Fukevent.brandsparkmosttrusted.com%2F&a=https%3A%2F%2Fukevent.brandsparkmosttrusted.com]
Below are some of the standout winners from the 2025 Newsweek/BrandSpark Most Trusted list:
Baby & Kids:
-- VTech leads as the most trusted Baby Monitor brand, providing parents
with advanced features, convenience and security.
-- Braun is the most trusted Children's Thermometer, making it a reliable
choice for parents when tracking fevers.
-- Johnson's Baby has been named most trusted Baby Wash & Shampoo that
provides parents with tried and tested products for babies.
Food and Beverage:
-- McCain is the most trusted Frozen Potato Products brand- category
leadership they also have in Canada.
-- Jordans is voted the most trusted Granola, reflecting their experience
in making tasty and nutritious products.
-- Cathedral City leads in the Cheddar category and is now looking to
expand their strong trust reputation to North America.
Health, Beauty, Personal Care:
-- Nivea demonstrates leadership in Anti-Aging Skin Care, Body Moisturiser,
Face Moisturiser, and Sunscreen solidifying its presence in personal
care.
-- Regaine was voted the most trusted Hair Regrowth Products brand &
Listerine most trusted Mouthwash - both from Kenvue providing consumers
with reliable & effective products they can depend on.
Household & Cleaning:
-- Dettol from Reckitt secured the top spot for trust in Disinfectant Spray
and Multi-Purpose Disinfecting Wipes.
-- Fairy from P&G secures wins in Dishwasher Powder or Tabs, Washing Up
Liquid, Laundry Washing Detergent for Sensitive Skin, and Baby & Kids
Laundry Washing Detergent showing its widespread appeal in cleaning
essentials. P&G is also extremely strong for trust in these categories
in Canada and the USA.
-- Lenor, also from P&G, leads in Fabric Conditioner and Dryer Sheets,
confirming its role as a fabric care favourite.
-- Dulux leads as the Most Trusted Paint Brand with its long history of
producing high-quality paints.
Home Goods & Outdoor:
-- Vax cleans up the Carpet Cleaner (machine) category and uses the Purple
Seal to reinforce the trust by UK consumers.
-- Emma wins for the third year in a row in the highly competitive
Mattress-in-a-box category. Emma has also chosen to leverage the
Newsweek/BrandSpark seal.
-- Dyson stands out in high-tech categories like Air Purifier, Electric
Fan, Electric Heater, Hair Tools, Humidifier, and in Vacuum (in a tie),
showcasing its blend of innovation and reliability. Dyson is also
growing its trust in North America.
-- Ninja wins in Air Fryer and Food Processor, reflecting the growing
consumer demand for multifunctional kitchen appliances.
Retail:
-- Aldi is most trusted as a Supermarket for Low Prices/Affordability,
affirming its leading role in retail trust for value and product
innovation which is also recognized in the USA.
To see the winners on Newsweek.com, visit: www.Newsweek.com/mtbuk-2025 [https://c212.net/c/link/?t=0&l=en&o=4354290-1&h=3359820985&u=http%3A%2F%2Fwww.newsweek.com%2Fmtbuk-2025&a=www.Newsweek.com%2Fmtbuk-2025] . For more information about the program and to see how brands promote their wins, visit www.BrandSparkMostTrusted.com [https://c212.net/c/link/?t=0&l=en&o=4354290-1&h=1932500279&u=http%3A%2F%2Fwww.brandsparkmosttrusted.com%2F&a=www.BrandSparkMostTrusted.com]
BABY & KIDS # CATEGORY RANK #1 RANK #2 RANK #3 1 Baby & Kids Laundry Washing Detergent Fairy 2 Baby Monitor VTech 3 Baby Probiotics Optibac BioGaia 4 Baby Wash & Shampoo Johnson's Baby Aveeno 5 Baby Wipes Pampers Huggies Johnson's Baby 6 Breast Pump Medela Tommee Tippee 7 Children's Cough & Cold Relief Calpol Benylin 8 Children's Thermometer Braun Boots /Tommee Tippee (TIE) 9 Educational Toys Lego Fisher-Price /VTech (TIE) 10 Nappies Pampers Mamia 11 Organic Kids Snacks Organix Ella's Kitchen
FOOD & BEVERAGE # CATEGORY RANK #1 RANK #2 RANK #3 12 Baked Beans Heinz 13 Bottled Water Evian Highland Spring 14 Butter Lurpak Anchor 15 Cheddar Cathedral City 16 Chicken Tesco Sainsbury's 17 Coffee Nescafé Kenco 18 Flour Homepride /Tesco /McDougalls (TIE) 19 Frozen Breaded Chicken Birds Eye 20 Frozen Fish Birds Eye Young's 21 Frozen Pizza Chicago Town Goodfella's 22 Frozen Potato Products McCain Birds Eye 23 Frozen Vegetables Birds Eye 24 Fruit Juice Tropicana Robinsons 25 Granola Jordans Kellogg's 26 Halal Meat Tariq / Shazans (TIE) 27 Ketchup Heinz 28 Mayonnaise Hellmann's Heinz 29 Milk Tesco / Arla Cravendale (TIE) 30 Mozzarella Tesco Galbani Asda 31 Oatmeal Quaker 32 Olive Oil Filippo Berio Bertolli /Tesco (TIE) 33 Plant-Based Meat Alternatives Quorn Linda McCartney 34 Protein Bar Grenade 35 Protein Pudding Arla Aldi 36 Rice Ben's Original Tilda 37 Sausages Richmond 38 Sparkling Water Evian Highland Spring San Pellegrino 39 Tea Yorkshire Tea Tetley PG Tips 40 Tinned Seafood John West Princes 41 Yogurt Müller Activia
HEALTH, BEAUTY & PERSONAL CARE # CATEGORY RANK #1 RANK #2 RANK #3 42 Anti-Aging Skin Care Nivea L'Oréal Olay 43 Body Moisturiser Nivea Dove 44 Cold & Flu Relief Lemsip Beechams 45 Cold Sore Remedy Zovirax 46 Contact Lens Solution Specsavers Easyvision Boots Bausch & Lomb (Renu, Biotrue) 47 Cough & Cold Medicine Lemsip Benylin /Covonia (TIE) 48 Denture Adhesive Fixodent Poligrip 49 Denture Cleanser Steradent Polident/Poligrip 50 Deodorant /Antiperspirant Dove / Sure (TIE) Lynx /Nivea (TIE) 51 Electric Razor /Trimmer for Men Gillette Philips Braun 52 Electric Toothbrush Oral-B Philips 53 Face Moisturiser Nivea Simple 54 Face Wipes Simple Nivea 55 Hair Regrowth Products Regaine 56 Hair Removal Veet Nair 57 Hair Tools Dyson GHD (Good Hair Day) BaByliss 58 Hand Wash Carex Dove 59 Headache Relief Nurofen Anadin Panadol 60 Heartburn & Indigestion Relief Rennie Gaviscon 61 Insect Repellent Jungle Formula 62 Laxative Dulcolax Senokot /Laxido (TIE) 63 Mouthwash Listerine Colgate Corsodyl 64 Oral Back Pain Relief Nurofen 65 Ovulation Test Clearblue 66 Pain Relief Patch Deep Heat Nurofen 67 Pregnancy Test Clearblue 68 Protein Powder Myprotein Optimum Nutrition 69 Self-Tanner St. Tropez /Dove /Bondi Sands (TIE) 70 Shampoo & Conditioner Head & Shoulders TRESemmé 71 Shower Gel Dove / Radox (TIE) Lynx 72 Sleep Aid Nytol Kalms 73 Sunscreen Nivea Boots /Soltan 74 Teeth Whitening Colgate Oral-B
HOME GOODS & OUTDOOR # CATEGORY RANK #1 RANK #2 RANK #3 75 Action Camera GoPro Sony 76 Air Fryer Ninja Tower 77 Air Purifier Dyson Blueair /Philips (TIE) 78 Barbecue Grill Weber 79 Carpet Cleaner (Machine) Vax Bissell 80 Clothes Iron Philips Russell Hobbs 81 Clothes Steamer Philips 82 Cookware Tefal Le Creuset 83 Dashcam Nextbase Garmin 84 Dehumidifier Meaco 85 Dishwasher Bosch Samsung 86 Electric Fan Dyson 87 Electric Garden Tools Bosch Black+Decker /Flymo (TIE) 88 Electric Heater Dyson 89 Electric Kettle Russell Hobbs 90 Food Processor Ninja Kenwood 91 Humidifier Dyson 92 Light Bulbs Philips 93 Lighter Bic /Clipper (TIE) 94 Luggage it luggage /Samsonite (TIE) 95 Mattress Silentnight Dreams Emma 96 Mattress-in-a-Box Emma Simba 97 Oven /Range Bosch Samsung /Hotpoint (TIE) 98 Pillow SilentNight 99 Portable Speaker JBL Amazon Echo /Bose (TIE) 100 Refrigerator Samsung Bosch /LG (TIE) 101 Stand Mixer Kenwood /KitchenAid (TIE) 102 TV Samsung LG Sony 103 TV Soundbar Samsung Sony Sonos 104 Vacuum Dyson /Shark (TIE) Henry
HOUSEHOLD & CLEANING # CATEGORY RANK #1 RANK #2 RANK #3 105 All-Purpose Cleaner Flash Dettol Cif 106 Broom & Dust Pan Addis /Vileda (TIE) 107 Carpet Stain Remover Vanish Dr. Beckmann 108 Dishwasher Powder or Tabs Fairy Finish 109 Dishwasher Rinse Aid Finish 110 Disinfectant Spray Dettol Flash 111 Dryer Sheets Lenor Bounce 112 Fabric Conditioner Lenor Comfort Fairy 113 Food Storage Containers Tupperware Sistema 114 Insect Control Raid 115 Kitchen Roll Plenty Tesco /Regina Blitz (TIE) 116 Laundry Stain Remover Vanish 117 Laundry Washing Detergent Ariel /Persil Bold /Fairy /Surf (TIE) (TIE) 118 Laundry Washing Detergent for Sensitive Skin Fairy Persil 119 Mop & Bucket Vileda 120 Multi-Purpose Disinfecting Wipes Dettol 121 Paint Dulux 122 Plant-Based Cleaning Products Ecover Method 123 Toilet Cleaner Domestos Duck /Harpic (TIE) 124 Toilet Roll Andrex Cushelle 125 Washing Up Liquid Fairy 126 Wood Floor Cleaner Flash Method /Bona (TIE)
PETCARE # CATEGORY RANK #1 RANK #2 RANK #3 127 Cat Litter Catsan 128 Dental Chews for Pedigree Dogs Dentastix 129 Dog Treats Pedigree 130 Flea & Tick Prevention Frontline Bob Martin 131 Pet Insurance Petplan Animal Friends
RETAIL & GROCERY # CATEGORY RANK #1 RANK #2 RANK #3 132 Coffee Shop Costa Starbucks Caffè Nero 133 Convenience Store Tesco Express /Co-op (TIE) 134 Department Store for Fashion John Lewis /Marks & Spencer Primark /Next (TIE) (TIE) 135 Eyewear Retailer Specsavers Vision Express 136 Grocery Pickup & Delivery Tesco Asda Sainsbury's 137 Grocery Store for Customer Service Tesco Asda Sainsbury's 138 Mattress Retailer Dreams 139 Pharmacy Boots Lloyds Pharmacy 140 Retailer for Lower Prices on Baby & Kids Products Asda /Amazon (TIE) 141 Retailer for Lower Prices on Electronics Currys /Amazon (TIE) Argos 142 Retailer for Lower Prices on Health, Beauty & Personal Care Boots Savers Superdrug 143 Retailer for Lower Prices on Home Décor & Furnishings Dunelm B&M Ikea 144 Retailer for Lower Prices on Large Appliances Currys AO Argos 145 Retailer for Lower Prices on Pet Products Pets at Home 146 Retailer for Lower Prices on Small Appliances Argos /Amazon (TIE) Currys 147 Retailer for Lower Prices on Toys Smyths Amazon /Argos (TIE) 148 Supermarket for Low Prices /Affordability Aldi Lidl Tesco
SERVICES # CATEGORY RANK #1 RANK #2 RANK #3food 149 Airline British Airways easyJet /Jet2 (TIE) 150 Automotive Insurance Provider Aviva / Admiral (TIE) 151 Bank for Customer Service Lloyds /Barclays /Halifax (TIE) 152 Broadband Provider EE (BT) Sky /Virgin (TIE) 153 Cruise Line P&O Cruises Royal Caribbean 154 Digital Document Signature DocuSign Adobe 155 DNA Testing Ancestry 23andMe MyHeritage 156 Express Package Delivery Royal Mail / DHL (TIE) DPD / Evri (TIE) 157 Home Insurance Provider Aviva 158 Home Phone Service Provider EE (BT) Virgin Media Sky 159 Home Security Provider Ring ADT 160 Life Insurance Provider Aviva Legal & General 161 Meal Kit Delivery Service HelloFresh Gousto 162 Mobile Service Provider O2 / EE (TIE) Vodafone 163 No Annual Fee Credit Card Barclays 164 Online Casino Sky Bet365 165 Retirement Investment Services Hargreaves Lansdown 166 Rewards Credit Card American Express /Barclays /Tesco (TIE) 167 Roadside Assistance Service The AA RAC Green Flag 168 Short-Term Rentals Airbnb 169 Sports Betting Provider Bet365 Sky Bet Paddy Power /William Hill / Ladbrokes (TIE) 170 Travel Booking Platform Booking.com 171 Travel Insurance Provider Aviva Post Office 172 TV Service Provider Sky Virgin Media 173 Weight Loss Program Slimming World /WW (Weight Watchers) (TIE)
How Winners Are Determined
The Newsweek and BrandSpark Most Trusted Awards are based on the 2025 BrandSpark International UK Trust Study, in which market research firm BrandSpark International surveyed a nationally representative sample of 17,008 U.K. shoppers to determine the most trusted brands in the U.K. Their top-of-mind unaided responses for categories they actively shop and services they use formed the basis for ranking, with ties declared if the margin of victory was within 3%. To be declared a winner or within the top 3 most trusted brands, a brand had to achieve a minimum 10% trust share in its category. The 2025 UK list represents the third edition of BrandSpark Most Trusted Awards for the UK, while the BrandSpark Most Trusted Awards program is in its 12th year in the United States and Canada. For more information about methodology consult [https://c212.net/c/link/?t=0&l=en&o=4354290-1&h=924493961&u=http%3A%2F%2Fwww.brandsparkmosttrusted.com%2F&a=%C2%A0]BrandSparkMostTrusted.com [https://c212.net/c/link/?t=0&l=en&o=4354290-1&h=2547559763&u=http%3A%2F%2Fwww.brandsparkmosttrusted.com%2F&a=BrandSparkMostTrusted.com]
About Newsweek:
Newsweek is the global digital news organization built around the iconic 92-year-old American magazine. Newsweek reaches 100 million people monthly with its thought-provoking news, opinion, images, graphics, and video delivered across a dozen print and digital platforms. Headquartered in New York City, Newsweek also publishes international editions in EMEA and Asia.
About BrandSpark International and Best New Product Awards Inc.:
Founded in 2001, BrandSpark International is a research and consulting firm dedicated to providing brands with the actionable insights necessary to refine strategic brand positioning, build consumer trust, and enhance the success of new product launches. Best New Product Awards Inc. runs leading credential programs Best New Product Awards and BrandSpark(®) Most Trusted Awards, as well as Shopper Army(®), a product tester community running trusted incentivized ratings and reviews.
Permission and authorization from Best New Product Awards Inc. are required to reference the Newsweek and BrandSpark Most Trusted Awards win or use the Most Trusted Logo or winning Claims.
For media inquiries, licensing requests, or interview opportunities, please contact: Dave Martin, Business Director, Newsweek UK, D.Martin@Newsweek.com Or Megan Rybko, Director, BrandSpark Most Trusted Awards, MRybko@BrandSpark.com [mailto:MRybko@BrandSpark.com]
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