Most Loved Brands 2021 - A study of consumer passions and brand devotion - Savanta
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Most Loved Brands 2021 A study of consumer passions and brand devotion
Contents Introduction
The importance of brand love
Most loved brands 2021 rankings
03
04
05
The league table in full 06
No. 1 – 100 07
Insights and analysis 10
The changing shifts in media 11
The power of nostalgia 13
Love in a cashless world 14
Our emotional connection to chocolate 15
Healing hearts with personalisation and pain point removal 16
Young love in a complex world 17
Fostering meaningful brand relationships 19
Context is everything... 21
Male top 10 22
Female top 10 23
16-24 top 10 24
25-34 top 10 25
35-49 top 10 26
50-59 top 10 27
60+ top 10 28
London top 10 29
North top 10 30
Midlands, East & Wales top 10 31
South top 10 32
Scotland & Northern Ireland top 10 33
Top category performers 34
How Savanta can help you 80
Leveraging the full power of BrandVue 81
savanta.com 2
Introduction
The importance of brand love 04
Most loved brands 2021 rankings 05
savanta.com
Introduction
The importance
of brand love Welcome to Savanta's Most Loved Brands report – a recognition
and celebration of the most emotively connected brands in 2021.
We've canvassed more than 150,000 UK adults, asking them about
more than 2,000 brands. We've used the results to bring together a list
of the top 100 brands they love, with the winners across key industries.
The calm within a crisis can often Those that stir deep-rooted
be a place that provokes real change. emotional connections have been
For many, the pandemic has been more able to command loyalty,
a chance to step back, reassess advocacy and unashamedly, sales.
what’s important and prioritise the As we tracked brand engagement
things that only add real value to through our BrandVue platform,
our everyday lives. For brands, it’s it’s clear that as in life, the rules
been a moment in time when they’ve of love are complex and at times,
discovered what regard the nation unaccountable. But there, the
holds them in – whether they’re similarities between human
merely tolerated, liked… or loved. and brand love end: brand love
Looking at our list of the top 100 is rarely altruistic, it’s rational,
of the most loved brands in the UK, often transactional, and very
it’s apparent that in the midst of the much about the benefits.
crisis, loved brands provided emotional
“Loved brands were brave in their reassurance, nostalgia, togetherness
Across categories and age
groups, key trends from our data
approach, made us laugh when the
when we were apart, distraction from emerged, which are vital for all
the realities of the pandemic and the brands looking to drive deeper,
world appeared too serious, excited promise of a better post-Covid world.
They were brave in their approach,
more meaningful relationships
with consumers. As you’ll see on
us when the days felt mundane, and made us laugh when the world the following pages, a deeper dive
appeared too serious, excited us into the UK’s Top 100 Most Loved
galvanised us to do better… be better.” when the days felt mundane and Brands 2021 showed that even
galvanised us to do better… be better. through crisis, brand love endured.
savanta.com 4
Introduction
Most loved brands
2021 rankings
In our Changing Shifts in Media has fundamentally altered our TV- The Oscar-winning documentary By benchmarking these brand love scores
chapter, we point out that the cross- watching appetite and desire forever. My Octopus Teacher reminds us how today, it will be fascinating to see how
generational love for Netflix is due in For the best part of two decades, important it is to remain connected with this love story unfolds in the year ahead.
part from behavioural and societal TV programming has appealed only nature without feeling like we’re being Will travel and high street retail brands
factors, including a year when everyone to the average viewer. Reality shows preached to about climate change. be able to woo back consumer hearts?
was stuck at home looking for things to have dominated our viewing habits The Queen’s Gambit – a series about a Will those brands that have enjoyed
watch, plus the rise of the connected TV, and what was considered brave and fictional female chess prodigy – resulted a captive audience of stay-at-home
which has made streaming considerably disruptive television at the turn in 100,000 new sign-ups to the Chess. consumers be able to compete with
more accessible across all age groups. of the millennium is now dated com website in a single day. going-out experiences?
This only tells half the story. and mundane. There has been nothing average about Savanta’s BrandVue is here to stay
Netflix’s original series programming Netflix signals the return of the brave. Netflix’s original programming during the the course, tracking thousands of
past 18 months. Love for these unique daily consumer behaviours and brand
moments of escapism has deservedly interactions each month. Clients can see
Ranking Brand
translated into love for the platform across how their customers’ perceptions and
1 Netflix
the whole spectrum of age and gender. behaviours change over time and use
Elsewhere, convenience, simplicity, actionable data and insight to develop
2 Amazon humour and empathy are all words that long-lasting strategies.
connect our Most Loved Brands Top 10,
3 Cadbury
as consumers look for reassurance and
4 Walkers reliability from leading legacy brands
even as we embrace accelerated
5 Coca Cola change within disrupted lives.
6 Samsung
7 Apple
8 YouTube
9 Google
10 Lindt
Find the full Top 100 table on page 07
savanta.com 5
The league
table in full
No. 1 – 100 07
savanta.com
The league table in full
No. 1 – 100 Ranking
11
Brand
Nike
Category
Sports apparel
Ranking Brand Category 12 Maltesers Confectionary
13 Magnum Confectionary
1 Netflix Media
14 Baileys Alcohol
2 Amazon E-commerce 15 PayPal Payment platform
16 Aldi Supermarket
3 Cadbury Confectionary
17 Macmillan Cancer Support Charity
4 Walkers Crisps and snacks
18 Robinsons Non-alcoholic
5 Coca Cola Non-alcoholic 19 Galaxy Confectionary
20 M&S Simply Food Supermarket
6 Samsung Tech
21 Cancer Research UK Charity
7 Apple Tech 22 Moët & Chandon Alcohol
23 Tesco Supermarket
8 YouTube Media
24 Pringles Crisps and snacks
9 Google Tech 25 Adidas Sports apparel
26 Tropicana Non-alcoholic
10 Lindt Confectionary
27 M&S Supermarket
Our methodology 28 Heinz General FMCG
We capture people’s love for brands through BrandVue, our continuous brand tracking study.
Brand love is calculated as the percentage of people stating that they 'love' a brand, based on 29 Evian Non-alcoholic
the question: ‘How would you describe your opinion of the following brands?’.The table of our top
100 brands is created by ranking the organisation by their brand love. This data was drawn from 30 Universal Orlando Resort Leisure attraction
a snapshot of 150k consumers on BrandVue, which conducts 1 million+ interviews per year.
savanta.com 7
The league table in full
Ranking Brand Category Ranking Brand Category
31 IKEA DIY, home & garden 56 eBay E-commerce
32 PlayStation Gaming 57 Dove Personal care
33 WhatsApp Social media 58 B&M DIY, home & garden
34 innocent Non-alcoholic 59 Range Rover Automotive
35 Fairy Household goods 60 Schweppes Non-alcoholic
36 Cathedral City General FMCG 61 Lidl Supermarket
37 Aston Martin Automotive 62 Disney Media
38 Flake Confectionary 63 Asda Supermarket
39 Kopparberg Alcohol 64 McVitie’s Confectionary
40 Boots Health & beauty retailer 65 Jaffa Cakes Confectionary
41 J2O Non-alcoholic 66 John Lewis Department store
42 Spotify Radio and music 67 Ribena Non-alcoholic
43 Dogs Trust Charity 68 Highland Spring Non-alcoholic
44 Ben & Jerry’s Confectionary 69 McDonald’s Quick Service Restaurant
45 Ferrero Rocher Confectionary 70 BBC Children in Need Charity
46 Rolls-Royce Automotive 71 Andrex Household goods
47 Rolex Personal luxury 72 Sony Tech
48 Bentley Automotive 73 Rekorderlig Alcohol
49 Amazon Prime Video Media 74 Disney+ Media
50 Fanta Non-alcoholic 75 Porsche Automotive
51 San Pellegrino Non-alcoholic 76 Sprite Non-alcoholic
52 Home Bargains DIY, home & garden 77 Volvic Non-alcoholic
53 Fever Tree Non-alcoholic 78 Toblerone Confectionary
54 Lamborghini Automotive 79 Instagram Social media
55 Pepsi Non-alcoholic 80 Grey Goose Alcohol
savanta.com 8
The league table in full
Ranking Brand Category
81 Kellogg’s General FMCG
82 Lucozade Non-alcoholic
83 Smirnoff Alcohol
84 KitKat Confectionary
85 Microsoft Tech
86 Laurent Perrier Alcohol
87 Kinder Confectionary
88 Sainsbury’s Supermarket
89 Mercedes-Benz Automotive
90 Gordon’s Alcohol
91 Buxton Non-alcoholic
92 Pixar Media
93 TikTok Social media
94 RSPCA Charity
95 Häagen-Dazs Confectionary
96 Visa Payment platform
97 Wall’s Confectionary
98 Argos Supermarket
99 LEGO Children & toys
100 Ferrari Automotive
savanta.com 9
Insights
and analysis
The changing shifts in media 11
The power of nostalgia 13
Financial Services:
Love in a cashless world 14
C onfectionery:
Our emotional connection to chocolate 15
ravel: Healing hearts with
T
personalisation and pain point removal 16
Young love in a complex world 17
Fostering meaningful brand relationships 19
savanta.comInsights and analysis
The changing
shifts in media
Top 5 Most Loved Media Brands
Netflix is the undisputed king of accessible across all age groups,
the media crop. With its 208m paid Netflix’s original programming such
as Tiger King, The Crown, Money Heist,
1 Netflix
subscribers, the streaming giant not
only holds the number one spot in our Bridgerton, and The Queen’s Gambit
media category, it also recorded the had us all binge-watching in 2020.
highest levels of brand love across all But the pandemic also delayed 2 YouTube
categories, making it the most loved production on shows and movies, leading
overall brand for 2021. to what Netflix itself describes as a
‘lighter content slate’ for the first half of Amazon
But for how long can it keep hold 3 Prime Video
2021. A slowdown in new subscribers
of the top spot?
and original content has now thrown
The love for Netflix stems, in part, open the door to other SVOD media
from 2020’s particular behavioural and brands including Disney+ and Amazon 4 Disney+
societal factors: we were all stuck at Prime Video. They may have been playing
home, looking for entertainment – programming catch-up during the past
on the TV in the absence of anything year, but they have the advantage of
else. Coupled with the rise of the wider, more diverse product portfolios 5 Disney
connected TV, which has made from which to build broader brand love
streaming considerably more at an accelerated rate.
savanta.com 11Insights and analysis
Disney+, building on deep-rooted (with the exception of China, where
consumer love for the overall Disney it operates under a different name). 6 Nintendo
brand, pulled in more than 100 million Facebook took four years to achieve
subscribers during its first 16 months. the same cultural penetration.
(Comparatively, Netflix took more than
In terms of brand love, TikTok appears 7 TikTok
a decade to reach 100 million streaming
93 rd on our overall rankings but 7 th in its
subscribers.) If these levels of growth
dominant 16-24 age group segment.
continue, Disney+ will overtake Netflix in
overall subscribers by 2024 at the latest. YouTube tops the 16-24 age group 8 Apple
To give further context to the chart and sits second behind Netflix
evolutionary pace of our changing in the overall media rankings. The
media behaviours, it took Instagram Google-owned YouTube brand has the
advantage of being both a social feed
9 Paypal
six years from its launch to gain
the same number of monthly active and broadcaster of user-generated
users that TikTok has notched up in content. It can compete with the likes
less than three years. As of January of TikTok while being a preferred way of 10 Pringles ®
2021, TikTok recorded 689 million watching content for many – which puts
monthly active users worldwide it on a par with the streaming services.
Top 10 Most Loved Brands among 16-24 age group
1 YouTube
But what of the more traditional media the proliferation of Apple CarPlay
brands such as the BBC, radio and and Android Auto.
commercial broadcasters ITV and Sky? Meanwhile, linear television
2 Cadbury The BBC’s broad portfolio of television, broadcasters evolving to a BVOD model
websites and the BBC Sounds app, must be hoping for a tipping point and
plus its radio channels, gives it an consolidation in SVOD subscriptions
established and engrained place now that lockdown has eased, and
3 Magnum
in British hearts. disposable incomes tighten.
BBC Radio, along with commercial radio So, can Netflix retain its brand love
stations with their curated playlists and dominance and fight off the other
4 Amazon advertising, now has to compete with streaming services? With such an
the personalised playlists and ad-free accelerated pace of change among
formats of Apple Music and Spotify, media brands, it’s certainly an
especially for in-vehicle listeners due to interesting sector to watch.
5 McDonald's
savanta.com 12Insights and analysis
The power
of nostalgia
Over the past 18 months, we’ve relied on while maintaining the brand essence The importance of its older customers, Our BrandVue data shows that
certain much-loved brands for emotional that’s stood them in such good stead more able to relate to Cadbury’s place in Generation Z has taught the Baby
reassurance, support and a sense of over time. British history, is not lost on the brand Boomers and over-60s as much about
nostalgia as we reminisce back to safer, Cadbury, which scores highly for brand either. It has been working with Age UK Samsung Smart TVs, Amazon Prime and
seemingly more simpler times. love across all generations and sits in since early 2019 to tackle loneliness Netflix as the latter two have taught them
These more traditional brands have overall third place on our 2021 Brand among older people. Last Easter, Cadbury about appreciating the role that brands
deeper roots in British society and have Love Top 10, is a good example. Founded donated over two million Easter products such as the BBC, M&S and Cadbury have
played more active roles in our history. in the UK in 1824, the chocolate brand to hospitals, care homes, Age UK and played in our past.
They are less likely to disrupt or cause has a proud history of philanthropy and community shops across the country. As these seminal brands help to
controversy but that doesn’t mean corporate responsibility. The nostalgia play might not seem as shape our future, love flows from
they’re not brave. In the 1940s, it set up Bournville relevant to 16-24-year-olds, who don’t have one generation into the next. As the
A deeper understanding of their Utilities Ltd to help make gas masks, the life experience to fully understand a importance of family and togetherness
customers, their heritage and the value service respirators and airplane parts brand’s societal importance or where it grows, all generations are invested in
they contribute to making our everyday for Spitfires and Lancaster Bombers sits within British heritage. But it’s still valid, how brands support and create value
lives easier, has given them better during WWII (something it’s traded on given how generations have come together, for us all.
insights on how to evolve and give back, significantly over the past 18 months). especially in the past year and a half.
savanta.com 13Insights and analysis
FINANCIAL SERVICES:
Love in a
cashless world
PayPal is the only financial services brand PayPal made online purchasing and
to appear inside the top 20 – at 15 – and money transfers simple and convenient.
only one of two to be included in our Top It scored highly for trustworthiness –
100 Most Loved Brands 2021. Visa is the a likely result of its buyer protection
other, squeezing in at 96. policy, which reimburses customers
At first glance, this might be unsurprising. should products never arrive. This gives
After all, brand appeal among financial consumers reassurance and confidence
services stems from trust and the when using the service, which was
knowledge that they’ll not only look after especially key in a year when almost
our money but also look after our health, everything we bought was online.
our belongings and our families in a How embedded it is in our affections
worst-case scenario. remains to be seen. A return to the
But the leap from trusting a brand with high street, however, will signal greater
these crucial aspects of our lives to opportunity for in-store payment brands
loving a brand for it, well it’s possibly such as Apple Pay and Google Pay to
a step too far. provide the convenience and trust for
a more cashless society. And direct
So, what does PayPal have that the
competitors to PayPal such as Klarna
others don’t?
and Amazon Pay will be looking for a
In a year when the shutters came down growing share of consumer love in an
on retail and banks closed their doors, accelerated E-commerce world.
savanta.com 14Insights and analysis
CONFECTIONERY:
Our emotional
connection
to chocolate
The boy on the bus offering an upset girl Its defining taste, emotive advertising
a piece of his Cadbury Dairy Milk in last and place in British culture produces
year’s TV spot encapsulated just why consumer love that’s hard to beat.
Cadbury is such a well-loved brand. It wasn’t the only confectionary brand to
Rather than being product-led, Cadbury’s make it onto our overall Top 100. Those
modus operandi has a razor-sharp focus that score particularly highly include
on the emotional associations with its Maltesers, Magnum, Galaxy and Lindt.
chocolate, highlighting there’s ‘a glass Mars-owned Maltesers has done well
and a half of generosity and kindness in to differentiate itself as 'a lighter way to
everyone’. It doesn’t really matter whether enjoy chocolate’. Together with a light-
the chocolate was Dairy Milk – or indeed hearted, yet socially aware and inclusive
Cadbury. What’s more is that the Cadbury advertising strategy, it attracts elevated
brand is synonymous with giving chocolate consumer brand love as a result.
as a gesture of love and gratitude.
The common brand love ingredient for all
It’s this that explains why Cadbury, sits in the chocolate brands within our rankings
overall third place on our 2021 Brand Love however, is simplicity.
Top 10, just behind lockdown essentials
Sticking with the great taste of chocolate,
Amazon and Netflix. And why it scores so
without adding nuts, mint or other extras
highly across all age groups and genders.
that polarise consumer opinion, is as tried
Cadbury has managed to stay indefinitely and tested a way to our hearts as a simple
relevant, to the extent that we literally have act of human kindness.
both a physical and emotional connection
to the 200-year-old British band.
savanta.com 15Insights and analysis
TRAVEL:
Healing hearts with
personalisation and
pain point removal
We might be suffering from wanderlust stopped championing the customer and are either digital-first, driven by peer-to- Budget hotel brands such as Travelodge,
following multiple lockdowns, but brand began putting profits before people. peer recommendations or offer enhanced Premier Inn and Holiday Inn score
love for airline and package holiday Whether it was British Airways’ decision levels of personalisation. Or they’re much better than their budget airline
brands is in short supply. to start charging for food on all short- aspirational and therefore haven’t become counterparts because they’re trusted,
Partly, this is due to an ‘out of sight, out haul economy flights in 2017, or diluted by the weary traveller experience reliable and won’t charge extra if you
of mind’ mentality – with greater levels Ryanair’s ultra-low-cost carrier model of using them on a regular basis. check-in with additional luggage.
of brand love directed into more active where every added service comes as an London luxury hotels such as the Savoy For consumers to fall back in love with
online retail and entertainment brands. additional cost, travellers have fallen out or airlines such as Emirates, flying the full range of brands that facilitate
However, with the travel industry now on of love with a majority of airlines due to passengers first-class to ‘bucket-list’ their passion for travel, technology-
the starting grid of a long road to post- their perceived ‘take take take’ attitude. destinations, score highly for brand love driven personalisation will be key for the
pandemic recovery, the sector would be Travel is a stressful customer journey either as ‘perceived dream scenarios’ or future. Those brands that use traveller
wise to consider more granular reasons and the chasm between loved brands, ‘once-in-a-lifetime’ brand experiences. data to successfully remove barriers to
why consumers still dream of travelling which set out to remove as many Digital-first brands such as TripAdvisor seamless bookings, journeys, check-ins
to far-flung places, but mentally prepare barriers as possible, and unloved brands are seen as being on the customer’s side, and ‘on-the-go’ experiences will reap
themselves for the nightmare often that appear happy to add to traveller helping to remove potential journey pain heartfelt rewards.
associated with getting them there. stress, is widening. points with trusted peer-to-peer reviews,
Our BrandVue insights suggest that Those travel brands that do attract unique recommendations and value-
somewhere along the way, travel brands enhanced levels of customer sentiment added deals.
savanta.com 16Insights and analysis
Young love in Top 10 Most Loved Brands
among 16-24 age group
a complex world
1 YouTube
Picture the bedroom of a 16-24-year- None of the Top 10 Most Loved Brands 2 Cadbury
old and what do you see? A MacBook 2021 for the Generation Z age group
Air laptop streaming YouTube, left-over offer any major shocks. In the main,
McDonald’s, a half-eaten tin of Pringles, they are technology-driven, fast-paced
a Nintendo Switch games console, disruptors or reassuring FMCG products, 3 Magnum
a mobile phone playing TikTok reels, firmly ingrained into British culture.
Cadbury chocolate wrappers and The 16-24 age group BrandVue rankings
Magnum ice-cream sticks in the
waste-paper bin?
are arguably more noticeable for those 4 Amazon
brands that missed out on a top 10 spot.
5
4 McDonald's
6 Nintendo
7 TikTok
8 Apple
9 PayPal
10 Pringles ®
savanta.com 17Insights and analysis
“The 16-24 age group BrandVue
rankings are arguably more
noticeable for those brands that
missed out on a top 10 spot.”
There are plenty of brands that crave love 2020 lockdown period – up 215% over
from this hard-to-reach demographic, the equivalent 13 weeks of 2019.
investing heavily in FOMO-inducing Other brands noticeably absent from our
advertising or formulating social Generation Z Top 10 include those that
strategies they hope will catch the eye and specifically target the social and political
influence young hearts and minds. consciousness of this age demographic,
In the battle of the consoles, Sony and such as Ben & Jerry’s.
Microsoft have been at loggerheads since Love for the simplicity of chocolate over
before Generation Z gamers were born. vanilla ice-cream in a Magnum appears to
This past year saw Sony bring forth its trump the complexities of mixed flavours
PS5, a machine promising faster load and an overtly political Ben & Jerry’s
times, new features and a sleeker design. social strategy, which claims to speak for
Microsoft launched the Xbox Series X/S, the young as it calls out the Government
promising backwards compatibility, on issues such as immigration, the
4K resolution, and higher frame rates. environment and world peace.
Both consoles, however, had rocky It seems this is a generation that’s
launches due to Covid-19, with major eschewing political brand champions
stock shortages and high price points and is on the alert to brand greenwashing.
leaving young fans frustrated. In a complex world, love in its most
Nintendo, on the other hand, saw Switch simplistic and familiar form seems
software sales skyrocket during the initial to be all-conquering.
savanta.com 18Insights and analysis
Fostering
meaningful brand
relationships
Drawing on experience and data from our BrandVue platform, there are
some key factors and approaches, which – if executed effectively – can help
to drive deeper love for products and services through the development of
more meaningful relationships between brand and consumer.
It’s fair to say that, according to insight from our Top 100 Most Loved Brands
2021, four pivotal factors top the bill.
2 Empathy
1 Personalisation Empathy – the ability to detect For a chocolate brand to understand
and understand other people’s that consumers respond better to
We see advanced personalisation And we trust Spotify for the discovery feelings came into its own in acts of kindness and generosity over
feature heavily among the most of new music based on our listening 2020. No wonder: improving packaging and ingredients takes
loved brands, especially within the habits – indicating that we better empathy can reduce stress, empathy. For a fast-food restaurant
media and travel categories. respond to those brands that provide build more positive relationships brand to focus on catering for
Digital-first providers such as Netflix tailored communications, and which – and even boost revenues. cautious customers, not keen
create trust and drive advocacy by demonstrate an effective algorithmic So little surprise that those on using public transport during
showing they understand consumer understanding of our data. brands that respond with the pandemic, takes empathy.
preferences, giving them the ability Ultimately, consumers are more empathy to lockdowns and Empathy is the antithesis of
to recommend more accurately willing to swap behavioural data social restrictions will emerge personalisation and yet user data,
and use viewer or traveller data to for more personalised services. with a growing fanbase that’s and a real-world understanding of
successfully remove the pain points And for those brands that use willing to express their brand what consumers care about most,
associated with overly complex that data right, the reward is love – love across social channels and need to go hand-in-hand for a more
systems or too much choice. and loyalty. peer-to-peer recommendations. complete view of the customer.
savanta.com 19Insights and analysis
3 Convenience
It’s always been a consumer
hygiene factor, but coupled with
or Uber Eats over the past 18
months have seen stronger brand
empathy, convenience is one of the love scores in return, while the
factors that has come into its own. convenience of online ordering
Understanding the reasons and ‘click and collect’ from
behind certain consumer brands such as Argos and IKEA
behaviours, and developing a also sees them score highly.
deeper understanding of user Mental convenience is being
data to drive more personalised able to better understand the link
responses means brands can between brand and consumer.
make themselves mentally, as PayPal scores exceptionally highly
well as physically convenient. for mental convenience, which is
Physical convenience is how why it is only one of two financial
easy it is to buy something. services brands within the Top
Those restaurant brands that 100 Most Loved Brands 2021.
partnered with Deliveroo, Just Eat
4 Agility
Nearly every single brand in the
consumer ecosystem has had to
real-time, in accordance with
societal shifts.
adapt how it does business in the Now, as consumers return to
face of the pandemic. the high street and E-commerce
Digital transformation strategies behaviours start to plateau, brands
have been implemented at warp will need to adapt once more and
speed and for many brands, find a balance between the online
ploughing a direct-to-consumer and the in-person experience.
path or partnering with E-commerce Those that welcome customers
marketplaces have allowed them to back with open arms whilst
stay accessible, demonstrate brand retaining convenience, empathy and
values, develop a better a personalised online approach will
understanding of their customers feel brand love in return.
and adapt their messaging in
savanta.com 20Context is
everything...
Male top 10 22
Female top 10 23
16-24 top 10 24
25-34 top 10 25
35-49 top 10 26
50-59 top 10 27
60+ top 10 28
London top 10 29
North top 10 30
Midlands, East & Wales top 10 31
South top 10 32
Scotland & Northern Ireland top 10 33
savanta.comContext is everything...
Male top 10
1 Amazon 6 Adidas
2 Netflix 7 Pringles
®
3 Samsung 8 Magnum
4 Walkers 9 Coca Cola
5 Cadbury 10 YouTube
savanta.com 22Context is everything...
Female top 10
1 Netflix 6 Baileys
2 Cadbury 7 Apple
3 Amazon 8 Maltesers
4 Lindt 9 Galaxy
5 Coca Cola 10 Walkers
savanta.com 23Context is everything...
16-24 top 10
1 YouTube 6 Nintendo
2 Cadbury 7 TikTok
3 Magnum 8 Apple
4 Amazon 9 PayPal
5 McDonald's 10 Pringles ®
savanta.com 24Context is everything...
25-34 top 10
1 Netflix 6 Google
2 Pringles
®
7 Cadbury
3 Amazon 8 Nike
4 Maltesers 9 Coca Cola
5 YouTube 10 PayPal
savanta.com 25Context is everything...
35-49 top 10
1 Netflix 6 Samsung
2 Amazon 7 Walkers
3 Cadbury 8 Google
4 Coca Cola 9 Evian
5 Nike 10 YouTube
savanta.com 26Context is everything...
50-59 top 10
M&S
1 Netflix 6 Simply Food
2 Baileys 7 Aston Martin
3 Amazon 8 Google
Macmillan
4 Cadbury 9 Cancer Support
Moët
5 Samsung 10 & Chandon
savanta.com 27Context is everything...
60+ top 10
1 Amazon 6 Fairy
M&S
2 Simply Food
7 Rolls-Royce
3 Samsung 8 Fever Tree
4 M&S 9 Aston Martin
5 Walkers 10 Cadbury
savanta.com 28Context is everything...
London top 10
1 Netflix 6 Apple
2 Amazon 7 Cadbury
3 Dior 8 Walkers
4 YouTube 9 Evian
5 Google 10 Nike
savanta.com 29Context is everything...
North top 10
1 Netflix 6 Coca Cola
2 Cadbury 7 Samsung
Macmillan
3 Amazon 8 Cancer Support
4 Google 9 Walkers
Cancer
5 Aldi 10 Research UK
savanta.com 30Context is everything...
Midlands, East
& Wales top 10
1 Cadbury 6 Nike
Cathedral
2 Amazon 7 City
3 Walkers 8 Coca Cola
4 Maltesers 9 Samsung
5 Netflix 10 Aldi
savanta.com 31Context is everything...
South top 10
1 Netflix 6 Walkers
2 Amazon 7 M&S Simply Food
3 Cadbury 8 YouTube
4 Coca Cola 9 Moët & Chandon
5 Nike 10 Magnum
savanta.com 32Context is everything...
Scotland &
Northern Ireland
top 10
1 Irn Bru 6 Heinz
2 Netflix 7 Kopparberg
3 Amazon 8 Microsoft
4 Magnum 9 Kinder
5 Pringles ®
10 Lindt
savanta.com 33Top category
performers
Click the links below to jump to the category's top 5 list.
Navigation is also available on each of the category
Airlines & airports 35 Household goods 57
Alcohol 36 Insurance 58
Automotive 37 Leisure attractions 59
Banking 38 Magazines 60
Books & cards 39 Media 61
Charities 40 Newspapers 62
Children & toys 41 Non-alcoholic drinks 63
Coffee & café 42 Payment platform 64
Confectionery 43 PCs 65
Crisps & snacks 44 Personal care 66
Department stores 45 Personal luxury 67
DIY, home & garden 46 Pub & bar 68
E-commerce 47 Quick service restaurants 69
Fashion 48 Radio & music 70
Fast casual restaurant 49 Social media 71
Food & drink delivery 50 Sports apparel 72
Gambling & lottery 51 Supermarkets 73
Gaming 52 Tech 74
General FMCG 53 Tech & electricals retail 75
Health & beauty 54 Telecoms 76
Holidays 55 Trains & train operators 77
Hotels 56 Utilities 78
savanta.comBack to category index Skip section
Airlines
& airports
1 Emirates
Virgin
2 Atlantic
3 Jet2
British
4 Airways
Heathrow
5 Airport
savanta.com 35Back to category index Skip section
Alcohol
1 Baileys
Moët
2 & Chandon
3 Kopparberg
4 Rekorderlig
5 Grey Goose
savanta.com 36Back to category index Skip section
Automotive
1 Aston Martin
2 Rolls-Royce
3 Bentley
4 Lamborghini
5 Range Rover
savanta.com 37Back to category index Skip section
Banking
1 Nationwide
Post Office
2 Bank
3 Barclays
4 Monzo
5 Lloyds
savanta.com 38Back to category index Skip section
Books
& cards
1 Card Factory
2 Waterstones
3 Moonpig
4 WHSmith
5 Paperchase
savanta.com 39Back to category index Skip section
Charities
Macmillan
1 Cancer Support
2 Cancer Research UK
3 Dogs Trust
BBC Children
4 in Need
5 RSPCA
savanta.com 40Back to category index Skip section
Children
& toys
1 Lego
2 The Disney Store
3 Hamleys
4 Build A Bear
5 Barbie
savanta.com 41Back to category index Skip section
Coffee
& café
1 Greggs
2 Costa
3 Starbucks
4 Caffè Nero
5 Pret A Manger
savanta.com 42Back to category index Skip section
Confectionery
1 Cadbury
2 Lindt
3 Maltesers
4 Magnum
5 Galaxy
savanta.com 43Back to category index Skip section
Crisps
& snacks
1 Walkers
2 Pringles
3 Doritos
4 McCoy's
5 Butterkist
savanta.com 44Back to category index Skip section
Department
stores
1 John Lewis
2 Selfidges
3 Debenhams
4 Matalan
5 House of Fraser
savanta.com 45Back to category index Skip section
DIY, home
& garden
1 Ikea
2 B&M
3 Wilko
4 B&Q
5 The Range
savanta.com 46Back to category index Skip section
E-commerce
1 Amazon
2 eBay
3 AliExpress
Facebook
4 Marketplace
5 eBuyer.com
savanta.com 47Back to category index Skip section
Fashion
1 Vans
2 TK Maxx
3 Converse
4 Cath Kidston
5 Very.co.uk
savanta.com 48Back to category index Skip section
Fast casual
restaurant
1 Nandos
2 Wagamama
Pizza Hut
3 Restaurants
4 TGI Fridays
5 Pizza Express
savanta.com 49Back to category index Skip section
Food & drink
delivery
1 Just Eat
2 Domino's
3 UberEats
4 Deliveroo
Pizza Hut
5 Delivery
savanta.com 50Back to category index Skip section
Gambling
& lottery
The National
1 Lottery
2 Sky Bet
3 Tombola
The Health
4 Lottery
5 Gala Bingo
savanta.com 51Back to category index Skip section
Gaming
1 PlayStation
2 Nintendo
3 Xbox
4 GAME
5 Games Workshop
savanta.com 52Back to category index Skip section
General FMCG
1 Heinz
2 Cathedral City
3 Kellogg's
4 Lurpak
5 Hellmann's
savanta.com 53Back to category index Skip section
Health
& beauty
1 Boots
2 Lush
3 Superdrug
4 The Body Shop
5 Savers
savanta.com 54Back to category index Skip section
Holidays
1 Tripadvisor
2 TUI
3 Jet2holidays
Virgin
4 Holidays
5 Airbnb
savanta.com 55Back to category index Skip section
Hotels
1 Premier Inn
2 Savoy Hotel
3 Holiday Inn
4 Travelodge
5 Hilton
savanta.com 56Back to category index Skip section
Household goods
1 Fairy
2 Andrex
3 Dyson
4 Le Creuset
5 Duracell
savanta.com 57Back to category index Skip section
Insurance
Pets at Home
1 Insurance
Argos Credit
2 & Insurance
Compare
3 the Market
4 AA
5 Petplan
savanta.com 58Back to category index Skip section
Leisure
attractions
Universal
1 Orlando Resort
Disney World
2 Florida
Disneyland
3 Paris
4 Thorpe Park
5 LEGOLAND Windsor Resort
savanta.com 59Back to category index Skip section
Magazines
1 Vogue
2 Heat
3 Vanity Fair
Top Gear
4 Magazine
5 Men's Health
savanta.com 60Back to category index Skip section
Media
1 Netflix
2 YouTube
Amazon
3 Prime Video
4 Disney+
5 Disney
savanta.com 61Back to category index Skip section
Newspapers
1 The Sun
2 Metro
Daily
3 Telegraph
4 Daily Mail
5 The Times
savanta.com 62Back to category index Skip section
Non-alcoholic
drinks
1 Coca Cola
2 Robinsons
3 Tropicana
4 Evian
5 innocent
savanta.com 63Back to category index Skip section
Payment
platform
1 PayPal
2 Visa
3 Mastercard
4 Google Pay
5 Amazon Pay
savanta.com 64Back to category index Skip section
PCs
1 Dell
2 Intel
3 Chromebook
4 ASUS
5 Acer
savanta.com 65Back to category index Skip section
Personal
care
1 Dove
2 Oral-B
3 Nivea
4 Colgate
5 Sure
savanta.com 66Back to category index Skip section
Personal
luxury
1 Rolex
2 Gucci
Louis
3 Vuitton
4 Pandora
5 Dior
savanta.com 67Back to category index Skip section
Pub
& bar
Miller
1 & Carter
Toby
2 Carvery
3 Wetherspoon
4 Harvester
5 Hungry Horse
savanta.com 68Back to category index Skip section
Quick service
restaurants
1 McDonald's
2 KFC
3 Subway
4 Five Guys
5 Burger King
savanta.com 69Back to category index Skip section
Radio
& music
1 Spotify
Amazon
2 Music
Apple
3 Music
4 Heart FM
5 Capital FM
savanta.com 70Back to category index Skip section
Social
media
1 WhatsApp
2 Instagram
3 TikTok
4 Facebook
5 Snapchat
savanta.com 71Back to category index Skip section
Sports
apparel
1 Nike
2 Adidas
3 The North Face
4 Under Armour
5 Puma
savanta.com 72Back to category index Skip section
Supermarkets
1 Aldi
M&S
2 Simply Food
3 Tesco
4 M&S
5 Lidl
savanta.com 73Back to category index Skip section
Tech
1 Samsung
2 Apple
3 Google
4 Sony
5 Microsoft
savanta.com 74Back to category index Skip section
Tech &
electricals retail
Currys
1 PC World
Richer
2 Sounds
3 AO.com
4 HMV
5 Clas Ohlson
savanta.com 75Back to category index Skip section
Telecoms
1 EE
2 O2
3 Vodafone
4 BT
5 Virgin Media
savanta.com 76Back to category index Skip section
Trains &
train operators
1 Trainline
London Northwestern
2 Railway
Transport
3 for London
London
4 Overground
Heathrow
5 Express
savanta.com 77Back to category index Skip section
Utilities
1 British Gas
Octopus
2 Energy
3 Eon
4 Thames Water
Sainsbury's
5 Energy
savanta.com 78How Savanta
can help you
everaging the full
L
power of BrandVue 80
savanta.comHow Savanta can help you
Leveraging the
full power of
BrandVue
1 million+ interviews annually
2,000 brands tracked annually
Tracking perceptions
daily and monthly
Sharing the who and why
Seeing real-world value
savanta.com 80BrandVue
020 7632 3434 This report has been prepared for general interest only and no representation or warranty (express or implied) is given as to the accuracy or completeness. Of the information contained in it, to the extent permitted
by law, Savanta Limited and its employees and agents do not accept or assume any liability, responsibility or duty of care for any consequences of anyone relying on the information contained in this report or
better.decisions@savanta.com for any decision based on it. We expressly reserve all rights in and to the name “Savanta” and “BrandVue”, our logo, service marks, trading names and/or trademarks. © 2020 Savanta Limited. All rights reserved.You can also read
