Woolworths has been named among the top three brands most likely to be recommended by South Africans, according to insights agency KLA. The ranking is a powerful indicator of trust in the Woolies brand, and a reflection of the strength of the company’s reputation among shoppers.

The Top 5 Most Recommended Brands in SA for 2025:

1. Rand Merchant Bank (RMB) – 90.1%
2. Samsung – 88.9%
3. Woolworths Food – 88.1%
4. Woolworths Clothing – 86.7%
5. Woolworths Home – 85.2%

KLA, YouGov and BrandIndex drew data over a twelve-month period from current customers, asking respondents, Which brands would you recommend to a friend or colleague? Each day over 560 interviews were conducted, revealing customer attitudes and perceptions towards the brands they shop regularly.

Over 85% of Woolies shoppers confirmed they would recommend Woolworths Food, Woolworths Clothing or Woolworths Home – reflecting decades of dedication to creating experiences, products and service worth sharing.

“Each and every day, our team strives to deliver exceptional quality products and a level of service that surpasses our customers’ expectations,” said Spencer Sonn, Chief Customer Officer at Woolworths. “To receive recommendations and personal endorsements from our customers is incredibly humbling. There is always more for us to do and rankings like this show us we’re on the right path. We deeply appreciate every valued shopper who recommends Woolworths in their community.”

These rankings come after Woolworths was named one of the Most Admired South African Brands by Brand Africa in 2025, and among the World’s Most Trustworthy Companies by Newsweek in 2024.   

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