MOST TRUSTED BRANDS - 2024

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.

- Nancy Cooper

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:  is 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.

METHODOLOGY

13,823 qualified U.K. shoppers determined the 2024 Newsweek/BrandSpark Most Trusted Award 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.