The Most Trusted Brands in the U.K. 2025

Trust is a cornerstone of meaningful relationships. When dealing with businesses and brands, it's often the deciding factor that separates companies we rely on from the ones we don't. It's about consistency—knowing that when you choose a product or service, it delivers on its promise. Earning this trust is no small feat, and maintaining it is even harder. A recent survey found 69 percent of adults in the United Kingdom say trust in a brand is important when making a purchase, highlighting its importance in 2025 and beyond.

But trustworthiness is about more than just quality. Transparency in practices, ethical values, fair pricing and a commitment to exceptional customer service all play critical roles in winning—and keeping—consumer trust.

To help our readers shop with confidence, Newsweek and BrandSpark International, a leader in consumer insights, are proud to present the Most Trusted Awards brand winners for 2025.

The winners were compiled through an in-depth survey of more than 17,000 qualified U.K. shoppers who shared their insights on which brands they trust most and why. Brands were evaluated across popular retail sectors including baby and kids, food and beverages, health, beauty and personal care, home goods and outdoor, household and cleaning, pet care, retail and grocery and services.

Brands honoured include Braun for children's thermometers, Chicago Town for frozen pizza, Gillette for electric razors, Tefal for cookware, Lenor for dryer sheets, Catsan for cat litter, Boots for pharmacies and Booking.com for travel booking platforms.

We hope this list inspires confidence as you shop for friends, family and your household.

USAGE

Permission or authorization from Best New Product Awards Inc. is required to reference the 2025 Newsweek / BrandSpark Most Trusted Awards win for brands in the U.K. or to use the Most Trusted 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 Dave Martin, Business Director (D.Martin@Newsweek.com) to learn more about licensing options or the trust research.

METHODOLOGY

17,008 qualified U.K. shoppers determined the 2025 Newsweek / BrandSpark Most Trusted Awards brand winners in the U.K. in 173 individual categories, through 102,400 top-of-mind unaided responses for the brands 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 percent 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 percent or a tie is declared. Brands must exceed a minimum threshold of 10 percent of citations to be declared a winner and to be included as a Top 3 trusted brand.

* The awards are 100 percent consumer-voted by real category shoppers.

* The research study, called the BrandSpark International UK Trust 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 U.S., Canada and the U.K.

* 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.