Boots takes over from M&S as favourite UK women's brand

By

Sandra Halliday

Published
Mar 22, 2018

Boots has taken M&S’s crown as the favourite UK retail brand among women with M&S not even dropping to second place as John Lewis is in the 'silver medal' position.

That’s the big news from the YouGov BrandIndex's Women's Rankings that covers consumer views during 2017.
So where was M&S in the list? Only in fourth place, behind food brand Heinz but ahead of TV channel BBC One. 

The ranking is based on YouGov brand tracking data and whether survey respondents (2,000 of them interviewed daily) have a positive or negative impression of a brand.

But while Boots was the favourite across the age ranges, M&S still seem to be winning hearts and minds among older women. It took the top spot for the 35-49 age group and also for the over-50s, suggesting that its refocusing on the core ‘Mrs M&S’ customer might be working, even if it’s not resonating so much with the Millennials it also needs.

Which brand is the Millennial favourite? Swedish furniture giant Ikea.

Amelia Brophy, UK head of data products at YouGov, said: "Despite a tough time for high street retailers, Boots has cemented itself as a force among female shoppers.”

She added that women's impression of the Boots brand has improved despite some negative press around its morning after pill pricing, but that while M&S is scoring with older consumers, it still has its work cut out to reach a younger demographic.