New research has revealed the brands South Africans are most likely to recommend to others, highlighting the companies that have earned strong customer trust, loyalty, and advocacy.
The Top 10 Most Recommended Brands ranking was compiled by consumer insights agency KLA in partnership with YouGov, based on data from YouGov’s daily brand tracking tool, BrandIndex. The findings cover a 12-month period from 1 June 2024 to 31 May 2025 and reflect real feedback from current customers across the country.
“These rankings are built on authentic brand experiences that consumers are proud to share,” said Rakhee Naik, Managing Consultant – Insights at KLA. “A recommendation is the most powerful form of marketing — it’s personal, trustworthy, and earned.”
Recommendations Reflect Loyalty and Trust
The rankings were derived from daily interviews with over 560 South African adults, who were asked whether they would recommend brands they currently use to a friend or colleague. The final list includes only brands with a statistically significant base of current customers.
The importance of recommendations is underlined by research from the University of Pretoria, which found that 50% of new clients in the life insurance sector chose their provider based on a personal referral.
“Customer experience and loyalty go hand in hand,” said Professor Adré Schreuder, Head of the Industry Chair in Customer Experience at UP. “When people feel good about a brand, they stay, they spend more, and they spread the word.”
Top 10 Most Recommended Brands in South Africa (2024–2025)
Rank Brand Recommendation Score
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%
6 FNB 84.2%
7 Hirsch’s 83.3%
8 Cape Union Mart 83.2%
9 Checkers 82.7%
10 Metropolitan 82.5%
Woolworths Shines Across Categories
Woolworths was a standout performer, securing three spots in the top five with its Food, Clothing, and Home divisions. The retailer’s Chief Customer Officer, Spencer Sonn, credited the achievement to a consistent focus on quality and customer experience.
“To receive personal endorsements from our customers is incredibly humbling,” said Sonn. “These rankings validate the daily work our teams put in — but also remind us there’s always more to be done.”
Most Improved Brands: RMB Leads Again
In addition to the most recommended brands, KLA and YouGov also identified the Top 10 Most Improved Brands, based on the year-on-year increase in recommendation scores among current users.
Once again, Rand Merchant Bank (RMB) led the way, improving its score by 15.8% from the previous year. Ultra Liquors (+8%) and Identity (+7.5%) followed.
“These improvements indicate progress in delivering better customer experiences and building deeper brand affinity,” Naik said.
The findings from this study underline the value of genuine customer advocacy. Brands that consistently deliver on their promises, meet or exceed expectations, and foster strong relationships are rewarded not just with loyalty — but with powerful, organic growth driven by word-of-mouth.
In a competitive market, the ability to inspire recommendations is more than a metric — it’s a marker of long-term sustainability and success.
Main Image: Moneyweb
