The Most Trusted Brands in the UK 2024

By Ed Barredo

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.

Nancy Cooper Signature 5

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Most Trusted Rank #1

Most Trusted Rank #2

Most Trusted Rank #3

Segment

Category

Aviva / Direct Line (TIE)AutomotiveAuto Insurance ProviderKwik FitAutomotiveTyre Sales & ServiceMichelinPirelliGoodyearAutomotiveTyresAutoglassPilkingtonAutomotiveWindshield Repair / Replacement ServiceFairyBaby & KidsBaby and Kids Laundry DetergentVTechBaby & KidsBaby MonitorJohnson's BabyBaby & KidsBaby Wash / ShampooPampersHuggiesBaby & KidsBaby WipesMedela / Tommee Tippee (TIE)Baby & KidsBreast PumpCalpolBenylin for ChildrenBaby & KidsChildren's Cough MedicineBraunBootsTommee TippeeBaby & KidsChildren's ThermometerBarbieBaby AnnabellBaby & KidsDollsPampersBaby & KidsNappiesJohnson's BabyChilds FarmBaby & KidsNatural Baby CareLansinohBootsBaby & KidsNursing PadsElla's KitchenHipp Organic / Organix (TIE)Baby & KidsOrganic Baby FoodLegoFisher-PriceBaby & KidsToysL'Oreal / Nivea / Olay (TIE)Beauty & Personal CareAnti-Aging Skin Care ProductsNiveaDoveBeauty & Personal CareBody MoisturizerMaybelline / No7 / Rimmel (TIE)Beauty & Personal CareConcealerOral-BBeauty & Personal CareElectric ToothbrushNivea / Simple (TIE)Beauty & Personal CareFace CleanserNiveaBeauty & Personal CareFace Moisturizere.l.f.Beauty & Personal CareFace PrimerSimpleNiveaBeauty & Personal CareFace WipesNo7 / Rimmel (TIE)Beauty & Personal CareLip ColourMaybellineRimmelBeauty & Personal CareMascaraJust For MenL'OrealBeauty & Personal CareMen's Hair ColourGilletteBeauty & Personal CareMen's ShavingGarnierNivea / Simple (TIE)Beauty & Personal CareMicellar WaterListerineColgateCorsodylBeauty & Personal CareMouthwashThe Body ShopBeauty & Personal CareNatural CosmeticsBondi Sands / Dove (TIE)St. Tropez / St. Moriz (TIE)Beauty & Personal CareSelf-TannerHead & ShouldersBeauty & Personal CareShampoo & ConditionerColgateBeauty & Personal CareTeeth WhiteningWaterpikOral-BBeauty & Personal CareWater FlosserColgateSensodyneOral-BBeauty & Personal CareWhitening Toothpaste for Sensitive TeethL'OrealGarnierClairolBeauty & Personal CareWomen's Hair ColourGillette VenusBeauty & Personal CareWomen's ShavingNinjaDurable Home GoodsAir FryerDysonDurable Home GoodsAir PurifierTefalLe CreusetDurable Home GoodsCookwareDysonDurable Home GoodsElectric FanNinjaKenwoodDurable Home GoodsFood ProcessorDysonDurable Home GoodsHumidifierSilentnightDreamsDurable Home GoodsMattressEmmaDurable Home GoodsMattress-in-a-BoxWeberDurable Home GoodsOutdoor Barbeque GrillHotpointBoschDurable Home GoodsOven / RangeBoseJBLSonyDurable Home GoodsPortable Speaker

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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.