Ranking: The 50 most-loved retailers in the UK for 2023

1 Comment

Shoppers have had a tough time of late. Leaping from a global pandemic to an economic crisis has meant many have had to take a closer look at how much they spend and who they’re spending it with. For retailers, that means yet another obstacle course, forcing them to roll up their sleeves and navigate their customers through it.

But who has won the nation’s affection by giving the most comforting helping hand this year? And who hasn’t answered the call? Retail Week worked with market research specialist Savanta to reveal the UK’s most-loved retail brands

Savanta surveyed 96,000 shoppers on more than 200 retailers (which met an awareness criteria), first asking if they were aware of the brand and then asking them to rate how much they loved – or hated – it.

Tech giants Amazon and Apple remain in the two top spots for this league table, gradually solidifying their positions and shoppers’ affections. But that’s about as steady as it gets. The further we move down the ranking, the more we see shoppers falling in and out of love with the UK’s biggest retailers.

Value

In the current economic climate, it will be no surprise that value played a huge role in how retailers are perceived by their customers. And the results make clear who has nailed this proposition in the eyes of shoppers.

Aldi has packed on the most adoration in absolute terms, up 4%. It now takes bronze in the overall ranking and is the most-loved supermarket on the list, supplanting M&S Food and pushing Tesco down a spot this year.

The discounter’s popularity was evidenced most clearly in September when it overtook Morrisons to join the UK’s ‘big four’ supermarkets. Morrisons did not fare much better in this list either, plummeting 10 places to 20.3%.

Waitrose also struggled; its brand love score was flat and it was pushed down five places. Lidl, meanwhile, moved up three places.

In variety discount, Home Bargains and The Range also stormed up the rankings, up three and seven places respectively, with the former overtaking B&M to become the best-loved retailer in its category.

But that is not to say it’s all about price. Despite consumers seemingly favouring their offer, both Wilko and Savers dropped down the rankings.

“What really matters to consumers this year is good value, an area where Aldi and Lidl excel,” says Will Blackett, Savanta’s executive vice-president for consumer.

“Both brands have been sure to focus advertising efforts on quality, not just affordable prices, with an impressive range of special buys and premium own-brand products to match.

“Initiatives such as Tesco’s Aldi Price Match and Sainsbury’s price lock are helping these brands maintain relatively stable scores.”

Home

In general, retailers specialising in home and furniture were likely to receive a positive response from shoppers this year.

This trend is most likely down to the increase in home working and capturing spend on affordable home improvements, such as soft furnishings and accessories, rather than embarking on expensive refurbishment projects.

At the intersection of value and homeware is HomeSense, which managed to climb 17 places to break into the top 50 at number 40.

HomeSense owner TJX Europe’s group director Deborah Dolce says: “Value for money and getting the best quality that your purse can stretch to is at the heart of what we do – and, of course, is more important than ever today.”

Ikea, Flying Tiger, Next Home and Dunelm have all moved up in customers’ estimations, but it’s The White Company that is leading the love-in.

The premium home accessories and fragrance brand has stormed up the league table this year with a 2.9% increase, earning it a spot 21 places higher than last year.

According to Savanta, although it performed well with shoppers who say they are not cutting back on spending and are therefore more insulated from the cost-of-living crisis, it has also improved its standing with those who are tightening the purse strings.

“Although The White Company isn’t exactly budget-friendly, the brand is very effective in conveying the quality of its products,” says Blackett.

“Its messaging communicates simple pleasures and everyday items that are built to last, further emphasising that you don’t need to be a budget brand to enjoy success during a recession.”

On its result in the ranking, The White Company chief executive Mary Homer says: “A brand needs a clear vision, purpose, USP and a place in the market. It is crowded and noisy today.

“Put the customer experience at every touchpoint and at the heart of all your decision-making. We have invested in qualitative, in-depth research, which has informed our approach.

“Building an emotional connection with your customer and having a product and service that doesn’t disappoint is key.”