Which? announces shortlist for the best consumer brands in 2021
Consumer champion Which? has announced its shortlist for this year’s Which? Awards, celebrating the brands that have excelled in the past year.
Which? is well-known for its expert advice and reviews, using rigorous standards to assess thousands of products and services, and calling out practices that present consumer harm.
As well as its Best Buy and Which? Recommended Provider endorsements, the awards allow the consumer champion to highlight those putting consumers at the heart of their business, either through the products they manufacture or the outstanding services they offer.
The 11 categories include Banking Brand of the Year, Travel Brand of the Year and Home Entertainment Brand of the Year.
Previous winners of the awards – which have been running since 2007 – have included Aldi, giffgaff and Riviera Travel.
The winners will be able to promote themselves as a Which? Award winner in their advertising, which serves as a hallmark of quality and great customer service.
The shortlist was announced on the Which? Twitter feed today (23rd September). The Which? Awards are usually presented at a ceremony, but due to Covid-19 restrictions, this year’s winners will be announced on Twitter and LinkedIn on 7th October 2021.
Notes to editor:
Full category and shortlist breakdown with last year’s winners.
| Category | Shortlist | Last year’s winner |
| Which? banking brand of the year | First Direct, Nationwide, Starling Bank | Nationwide |
| Which? insurance brand of the year | Direct Line, John Lewis, LV=, NFU Mutual | NFU Mutual |
| Which? travel brand of the year | Exodus, Jet2 Holidays, National Trust Holidays, Trailfinders | Trailfinders |
| Which? retailer of the year | Healthspan, John Lewis, Richer Sounds, Seasalt, Skechers | (Supermarket of the year) Waitrose |
| Which? utilities brand of the year | Octopus Energy, Tesco Mobile, Zen Internet | Utility Warehouse |
| Which? car brand of the year | Honda, Lexus, Mazda, Skoda, Toyota | Toyota |
| Which? floorcare brand of the year | No award this year | Dyson |
| Which? home technology brand of the year | Apple, OnePlus, Samsung, Xiaomi | Apple |
| Which? home entertainment brand of the year | Amazon, Google, LG, Samsung, Sennheiser, Sony | LG |
| Which? kitchen and household products brand of the year | Asda, Breville, De’Longhi, Tefal | Kenwood |
| Which? large kitchen appliance brand of the year | AEG, Beko, Bosch, LG, Miele, Samsung | Miele |
| Which? Trusted Trader of the year | Bumblebee Plumbing & Heating Ltd, Finesse Windows Limited, Splash of Colour Painting & Decorating Ltd | Splash of Colour Painting & Decorating Ltd |
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.
Press Release: Consumer, Which? Awards