Which? announces shortlist for the best consumer brands in 2021

Awards, News

Consumer organisation Which? has announced its shortlist for this year’s Which? Awards, celebrating the brands that it believes have excelled in the past year. 

As well as its Best Buy and Which? Recommended Provider endorsements, the awards allow the organisation 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 many believe serves as a hallmark of quality and great customer service. 

The shortlist is 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. 

Says Paul Stobart, CEO of Zen Internet:

“The past year has emphasised our reliance on a solid internet connection, therefore demand for our services has soared during the pandemic. And, it’s here to stay. Reliable home broadband is such an essential part of our lives now, it’s vital consumers understand the options available to them.

“At Zen, we’re proud to have supported customers throughout these extraordinary times in various ways. It’s clear our customers have really valued our transparency, particularly when it comes to our price for life means that prices aren’t subject to periodic hikes. We’re delighted to be shortlisted in this year’s Which? Awards for Brand Utilities of the Year 2021.”

Full category and shortlist breakdown with last year’s winners. 



Last year’s winner

Which? banking brand of the year

First Direct, Nationwide, Starling Bank


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


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


Which? floorcare brand of the year

No award this year


Which? home technology brand of the year

Apple, OnePlus, Samsung, Xiaomi


Which? home entertainment brand of the year

Amazon, Google, LG, Samsung, Sennheiser, Sony


Which? kitchen and household products brand of the year

Asda, Breville, De’Longhi, Tefal


Which? large kitchen appliance brand of the year

AEG, Beko, Bosch, LG, Miele, Samsung


Chris Price
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