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 2^nd 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.

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 Repellant	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 11^th 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.

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