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23 July 2021

Top toaster brands for 2021

Want to buy a toaster from a trusted brand? We reveal the toaster brands that last, make great toast and are loved by owners
Rebecca Duff
Breville-NY gold

We've surveyed more than 6,000 shoppers about their experience with the brand of toaster they chose for their kitchen, from how happy they were with it to how long it took to develop a fault.

We discovered big differences between the best and worst brands, which goes to show it's worth taking your time and choosing wisely when you're buying a new toaster.

Our survey data takes into account the reported fault rates of currently owned products, aged seven years old or less, and when the problems occurred.

Read on to find out how big brands such as Breville, Dualit and Russell Hobbs really perform at breakfast time, how long they last without any problems and if owners feel like they're worth the money they paid.

Just after the very best toaster for your budget? Head to our Best Buy toasters to find out which models impressed in our tests.

Toaster brands rated

The table below summarises the results of our latest survey. Brands are ranked by their customer satisfaction score, which relates to whether or not customers would recommend the brand to a friend.

Only logged-in Which? members can see which brands achieved the ratings and verdicts in the table below. If you're not yet a member, join Which? to get instant access.

Brand
Customer satisfaction score
Customer satisfaction rating
Average test score
Fault-free after five years
79%
n/a
97%
79%
n/a
92%
79%
50%
86%
78%
52%
91%
77%
61%
95%
75%
n/a
93%
74%
59%
96%
72%
62%
97%
72%
65%
95%
72%
n/a
100%
71%
65%
97%
71%
80%
96%
71%
64%
92%
70%
65%
96%
70%
67%
95%
69%
n/a
97%
68%
58%
95%
67%
n/a
97%
67%
67%
96%
67%
63%
90%
65%
60%
83%
64%
57%
92%
61%
52%
91%
  • Table notes The customer satisfaction and fault-free after five years percentages are based on a survey of 6,858 Which? Connect panel members who own toasters, conducted in May 2021. Table last updated 7 June 2021.
  • Customer satisfaction is based on whether owners would recommend the brand to a friend.
  • Average test score is based on Which? tested models (not including similar models) online in June 2021. Where n/a is reported, there isn't enough data.
  • Fault-free after five years shows which brands were least faulty over this period of time.

Best vs worst toaster brands

As the chart below shows, there is quite a difference between the brands with the highest (79%) and lowest (61%) customer satisfaction scores. There are also big differences between the average test scores for each brand, as well as how long you can expect your toaster to last.

How long will my toaster last?

The average toaster will last 12 years. This is based on the experiences of Which? Connect panel members who told us how long their previous appliance lasted before it developed a fault and needed to be replaced.

As you can see in the chart below, the very best brands will last closer to 13 years and some may tail off a bit earlier at 11 years, but looking after your toaster and cleaning it regularly will likely prolong its lifetime.

Verdict: toaster brands in depth

We’ve collected lots of data on average scores in our lab tests, customer happiness and estimated lifetime to supply an in-depth picture of well-known kettle brands.

Which? members can log in to view our unique lab test scores and customer satisfaction survey results. 

If you're not yet a member, join Which? to get instant access our verdicts on the following kettle brands, listed here in alphabetical order:

  • Aldi kettles verdict
  • Ambiano kettles verdict
  • Asda kettles verdict
  • Breville kettles verdict
  • Bosch kettles verdict
  • Cookworks kettles verdict
  • DeLonghi kettles verdict
  • Dualit kettles verdict
  • John Lewis kettles verdict
  • Kenwood kettles verdict
  • KitchenAid kettles verdict
  • Morphy Richards kettles verdict
  • Morrisons kettles verdict
  • Philips kettles verdict
  • Russell Hobbs kettles verdict
  • Sainsbury's kettles verdict
  • Silvercrest kettles verdict
  • Sage kettles verdict
  • Smeg kettles verdict
  • Swan kettles verdict
  • Tefal kettles verdict
  • Tesco kettles verdict

The three most common toaster faults

1. Performance becomes less consistent over time (38%)

This is the most common toaster problem that people experience (accounting for over one third of those who reported a fault.) This covers a wide range of issues, but could include problems such as uneven browning or bread taking an excessively long time to toast.

2. Faulty pop-up function (23%)

Faulty pop-up function came second with just under a quarter of those reporting a fault. This includes the lever not moving bread down into the slots and toast not popping up when it’s ready to eat. 

3. Issues with the heating element (20%)

Issues with the heating element and other product malfunctions, such as broken or stuck buttons and jammed crumb trays, were the most encountered faults.

Some of these issues can be avoided if you regularly clean out and maintain your toaster, and you can massively reduce your chances of experiencing any of these faults by choosing one of the most highly rated brands.

How we calculate the best and worst toaster brands

Which? has a wealth of information on Britain’s favourite toaster brands. 

We regularly contact Which? Connect panel members and ask them to tell us about the kitchen appliances they own, including whether or not they would recommend a brand as well as how long the products last when they get them home. 

This year, more than 13,000 panel members told us about more than 40,000 appliances, including 6,858 toasters. Our survey, combined with our independent lab testing, means we can help you choose the best toaster brand.

Head to our toaster reviews

If you’ve already decided on the toaster brand you want to go for, use the links below to check out all of our reviews on your chosen brand.