The best consumer brands announced in prestigious annual Which? Awards shortlist
The ultimate winners will be announced at an in-person ceremony on 8th May in London, where some of the country’s leading household names will come together to find out who has been honoured with a coveted trophy from Which?.
Judges review a rigorous set of criteria, including how brands have performed in Which? testing, brand reliability, analysis of provider data, customer satisfaction surveys and the results from its investigations. This ensures that brands that make the shortlist are the best in their field.
This year the judges also looked closely at how brands are performing when it comes to customer service, and introduced a new category - Customer Service Brand of the Year - to acknowledge the brands that are putting customer support and satisfaction at the heart of their business.
The 12 categories also include Travel Brand of the Year, Car Brand of the Year, and two other new categories - Baby and Child Brand of the Year and Best Value Appliance Brand of the Year.
As well as big brand names, the consumer champion also celebrates local businesses that are putting their customers first through its Trusted Trader of the Year Award.
Anabel Hoult, Which? Chief Executive, said:
“The Which? Awards celebrate the brands providing outstanding products and services for consumers.
“This feels especially important at a time when consumers are valuing great customer service more highly than ever.
“I want to extend a huge congratulations to all the shortlisted brands - they should be very proud of themselves as our standards are notoriously high.”
Among those shortlisted across the different categories for this year’s awards are brands such as John Lewis, LG and CYBEX.
As always, the shortlisting process and the final judging is conducted by Which? experts and is both rigorous and impartial.
Since its launch in 2007, more than 150 companies from many different sectors have been the recipient of a Which? Award.
Should a brand win, it is entitled to use their prestigious Which? Awards winner logo on their marketing for free for a year.
The consumer champion is well known for its independent expert advice and reviews, using rigorous standards to assess thousands of products and services, and calling out practices that prevent consumer harm.
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Notes to editors:
| Category | 2024 shortlist | 2023 winner |
|---|---|---|
| Which? Banking Brand of the Year | Coventry Building Society, Nationwide, Starling Bank | Starling Bank |
| Which? Insurance Brand of the Year | LV=, NFU Mutual, WPA | NFU Mutual |
| Which? Travel Brand of the Year | Brittany Ferries, Jet2, The Landmark Trust, Liverpool John Lennon Airport, Premier Inn | Jet2 |
| Which? Retailer Brand of the Year | Euronics, John Lewis, QVC, Richer Sounds, Seasalt Cornwall | Richer Sounds |
| Which? Utilities Brand of the Year | Giffgaff, Octopus Energy, SMARTY, Zen Internet | SMARTY |
| Which? Customer Service Brand of the Year | Euronics, Jet2, NFU Mutual, Richer Sounds, Viking, Zen Internet | N/A - new award for 2024 |
| Which? Car Brand of the Year | Genesis, Honda, KIA, Toyota | Mercedes-Benz |
About Which?
Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We’re the independent consumer voice that influences politicians and lawmakers, investigates, holds businesses to account and makes change happen. As an organisation we’re not for profit and all for making consumers more powerful.
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