Press release

Which? reveals the invaluable secrets its product testing experts have uncovered

Which?’s product testing experts have revealed the most invaluable secrets they have learned, including dubious boiler marketing claims, what the numbers on your toaster dial really mean and shopping advice that could save lives
4 min read
Press Team

The consumer champion tested more than 4,000 products across more than 200 categories this year. Now it is sharing its top tips to help people avoid being duped by manufacturer marketing claims that are wide of the mark and instead buy products that offer them high performance and value-for-money in the long run.

  • Which? is dubious about claims that a new boiler will save you £xx amount, because so much depends on how the boiler is set up and how you use it. When you get your annual boiler serviced, speak to the engineer about how to set the controls for maximum efficiency.

  • Every unbranded smoke alarm and carbon monoxide alarm Which? has bought from online marketplaces has failed to detect smoke or carbon monoxide in at least some of the consumer champion’s tests. Which?’s advice is only to buy them from recognisable brands and from trusted online and high-street retailers.

  • Numbers on toaster dials don’t equal minutes. A higher number on the dial means a lower current running through the circuit. This triggers the off switch later, so the bread will be more browned.

  • Fast kettles don’t use more energy than slower ones. A kettle that boils in three minutes will use far less energy than one that takes four minutes to boil the same amount, and you get your cuppa more quickly.

  • Vacuum cleaners aimed at pet owners can cost significantly more than standard vacs, and Which? testing shows that they are, at times, less effective at picking up pet hair. A standard vacuum cleaner that experts have rated highly for pet-hair removal is a better bet.

  • Fridge-freezer manufacturers state the number of shopping bags’ worth of food that will fit inside, but these figures are usually based on taking out all the shelves. Which? reviews state the usable volume, measured with all the shelves and drawers in place.

  • Electric cars are now more reliable than diesel. In 2021, 31 per cent of electric vehicle (EV) owners with a car aged 0-4 years reported one or more faults with their car, making EVs the least reliable type of car. But in 2023 Which?’s survey revealed that EVs are now less faulty, on average, than diesel and plug-in hybrids of the same age.

  • Apple and Samsung smartwatches and fitness trackers are in the bottom 25% of brands Which? has tested for battery life. They last just four days on average, while others last eight days. If you dislike charging, consider brands such as Garmin and Xiaomi.

  • Mattress manufacturers can use their own definition of firmness. Which? assesses firmness using its own independent scale of one to 10, where one is the firmest and 10 is the softest. This is why Which? might describe a mattress in its reviews differently from how it’s marketed. It also means you can compare firmness between Which?’s mattress results for a better night's sleep.

  • Using an air fryer or multicooker can save money on energy bills as long as you don’t run them several times for one meal. To maximise savings, choose one that can fit enough food for your needs, as Which? experts found often there is little difference in running costs between large and small models.

Ahead of the January sales, Which? wants consumers to be armed with the wealth of knowledge amassed by its product testing experts so they can make a high-quality purchase. 

Harry Rose, Which? magazine editor, said: 

“Which? has been testing products for more than 60 years and each year we uncover secrets and bust myths that can help ensure consumers make their money go further, and in some cases even prevent them putting their lives at risk, when purchasing products. 

“By arming themselves with our testing secrets, consumers can cut through marketing mumbo jumbo and spend their hard-earned cash on a product that will serve them well in the long run.”

Notes to editors

  • A full list of the 50 invaluable testing secrets uncovered by Which?’s experts is available on request.

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.

The information in this press release is for editorial use by journalists and media outlets only. Any business seeking to reproduce information in this release should contact the Which? Endorsement Scheme team at endorsementscheme@which.co.uk.