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.

“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.

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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 recognised 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 recognised 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 contact Megan Rybko for more information at MRybko@Brandspark.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 .  For more information about the program and to see how brands promote their wins, visit www.BrandSparkMostTrusted.com