A Nationwide Survey of 17,008 Consumers Highlights the Brands That Have Earned the Trust of UK Shoppers
Newsweek and BrandSpark International have announced the winners of the 2025 UK Newsweek/BrandSpark Most Trusted Awards, celebrating brands that have built strong consumer confidence. This year’s rankings are based on votes from 17,008 UK shoppers, representing 102,400 brand evaluations across 173 categories, including 73 new additions. These rankings provide a comprehensive analysis of consumer trust across the UK retail landscape.
Consumer Trust as a Key Decision Factor
In today’s economic climate, trust plays a crucial role in purchasing decisions, with consumers increasingly prioritising reliability, quality, and value when choosing brands. “Trust has become a major factor in consumer behaviour, as people seek brands that consistently deliver on their promises,” said Robert Levy, President of BrandSpark International. “Brands recognised as Most Trusted now have an opportunity to build on that trust, strengthening loyalty and attracting new consumers.”
The winners of the 2025 Most Trusted Awards exemplify this strong connection between trust and consumer loyalty, standing out in highly competitive categories where expectations are high.
The Power of the ‘Most Trusted’ Seal
Brands recognised in this year’s rankings gain the right to use the prestigious purple ‘Most Trusted’ seal, which serves as a clear indicator of quality and reliability. Displayed across product packaging, advertisements, and digital platforms, the seal reassures consumers that these brands have been endorsed by fellow shoppers. Amit Shah, Executive Vice President of Newsweek, highlighted that top brands like Vax, Dettol, Regaine, Braun, VTech, and Emma Sleep have recognised the impact of full consumer approval and actively leveraged it.
This recognition not only validates a brand’s commitment to excellence but also strengthens its credibility, helping to drive trust at the point of purchase.
A Celebration of Trusted Brands
To honour the winners, Newsweek and BrandSpark will host an exclusive awards event on Thursday, 13 March 2025, at the historic Canada House in Trafalgar Square, London. Attendees will enjoy an evening of networking, insights into consumer trust trends, and an official presentation celebrating the brands that have achieved the highest trust ratings. Winning brands are invited to attend this complimentary event, RSVP.
Standout Winners in Key Categories
Baby & Kids
-
VTech secured the top spot for Baby Monitors, offering parents advanced features and security.
-
Braun emerged as the most trusted brand for Children’s Thermometers, ensuring accurate and reliable readings.
-
Johnson’s Baby was named the most trusted brand for Baby Wash & Shampoo, reaffirming its long-standing reputation.
Food & Beverage
-
McCain dominated the Frozen Potato Products category, continuing its legacy of quality.
-
Jordans was recognised as the most trusted Granola brand, reflecting its expertise in crafting nutritious options.
-
Cathedral City led in the Cheddar Cheese category, maintaining strong consumer confidence.
Health, Beauty & Personal Care
-
Nivea excelled in multiple categories, including Anti-Ageing Skincare, Body Moisturiser, and Sunscreen.
-
Regaine emerged as the most trusted Hair Regrowth brand, offering consumers proven solutions.
-
Listerine secured its place as the most trusted Mouthwash, reaffirming its leadership in oral care.
Household & Cleaning
-
Dettol from Reckitt ranked highest in Disinfectant Spray and Multi-Purpose Wipes.
-
Fairy by P&G led in multiple cleaning categories, including Dishwasher Powder and Laundry Detergent for Sensitive Skin.
-
Dulux was recognised as the Most Trusted Paint Brand, reflecting its commitment to quality.
Home Goods & Outdoor
-
Vax secured the top spot in Carpet Cleaning Machines, reinforcing its reputation for effective cleaning solutions.
-
Emma won for the third consecutive year in the Mattress-in-a-Box category.
-
Dyson dominated high-tech categories, including Air Purifiers, Hair Tools, and Vacuum Cleaners.
-
Ninja excelled in the Air Fryer and Food Processor categories, reflecting its growing consumer demand.
Retail
-
Aldi was recognised as the Most Trusted Supermarket for Low Prices, solidifying its reputation for value and innovation.
How the Winners Were Selected
The Newsweek and BrandSpark Most Trusted Awards are based on the 2025 BrandSpark International UK Trust Study, which surveyed a nationally representative sample of 17,008 UK consumers. Participants provided unaided responses in categories they actively shop in, with rankings determined by the highest trust share. A minimum of 10% trust share was required for a brand to be named a winner or among the top three in its category.
Now in its third year in the UK and twelfth year in North America, the BrandSpark Most Trusted Awards continue to serve as a key benchmark of consumer confidence in leading brands.