Winners announced for Which? Awards 2026
Which? has revealed the winners of its prestigious annual Which? Awards. Established by the UK’s consumer champion, the Which? Awards recognise brands that are championing consumers by consistently producing the best products and services.
The Which? Awards span 13 categories, from home appliances to electric vehicles, with Which?’s expert judges whittling down top picks of brands going above and beyond for consumers. The coveted accolade is awarded as recognition of a brand’s dedication to providing outstanding products and services for consumers. The winners were announced at a ceremony at the Science Museum in London today (14 May), hosted by Sue Perkins, alongside Which? CEO Anabel Hoult.
This year included four new categories:
The Best Value Brand of the Year recognises manufacturers releasing products and services across multiple areas with impressive performance at a budget-friendly price.
The Home Appliance Brand of the Year award covers brands producing household appliances such as air fryers, microwaves, fridge freezers and more. Brands are shortlisted for demonstrating that affordability doesn’t mean sacrificing performance.
The Consumer-First Brand of the Year and Consumer-First Service of the Year recognise brands and service providers that have achieved excellent results in Which?’s surveys and assessment, and who clearly demonstrate a commitment to putting consumers at the heart of what they do.
Like the consumer champion’s product testing and research, the Which? Awards are completely independent. Winners are decided by a rigorous set of criteria including brand performance in Which? testing and surveys, reliability, and results from investigations.
Celebrating brands that deliver for consumers
Anabel Hoult, Which? Chief Executive, said:
"The Which? Awards celebrate the brands offering truly outstanding products and services. They're recognised as the gold standard because our independence, rigorous testing, and expertise means that when we give our endorsement, consumers and businesses can absolutely trust it.
"I offer my warmest congratulations to every winner - they should be immensely proud, as our standards are exceptionally high."
