South African Study Reveals Woolworths as Top-Rated Retailer in the Sector
In the year 2025, Woolworths has emerged as the most recommended retailer in South Africa, according to insights agency KLA. The retailer's strong brand reputation in both the food and clothing sectors has driven high recommendation scores of 88.1% for Woolworths Food and 86.7% for Woolworths Clothing [1]. Woolworths Home follows closely behind as the fifth most recommended brand with a recommendation rate of 85.2% [1].
The rankings, which were conducted over a twelve-month period by KLA, YouGov, and BrandIndex, are based on responses from current customers who were asked, "Which brands would you recommend to a friend or colleague?" [2]. Rand Merchant Bank (RMB) leads the pack with a recommendation rate of 90.1% [1]. Samsung sits in second place with a recommendation rate of 88.9% [1].
Woolworths' position as the most recommended retailer is a testament to its trusted quality, particularly in the food and clothing categories, and strong customer loyalty. The retailer's focus on customer service and product innovation is likely a key factor in maintaining such high recommendation rates, although specific service improvements weren't detailed in the available reports [1].
Despite facing financial and operational challenges during the year, including warnings of a significant drop in earnings (aHEPS expected to fall between 17% and 29%) and profit due to restructuring challenges and broader market conditions [3][4], Woolworths' strong brand perception and customer satisfaction seem to outweigh the impact on consumer recommendation [1].
The ranking of Woolworths as one of the top brands is a powerful indicator of trust in the Woolies brand, according to KLA. Over 85% of Woolworths shoppers confirmed they would recommend Woolworths Food, Woolworths Clothing, or Woolworths Home [1].
"Receiving recommendations and personal endorsements from customers is humbling," said Spencer Sonn, Chief Customer Officer at Woolworths. "These rankings show that we are on the right path and that there is always more for us to do." [5]
Woolworths has also been named one of the Most Admired South African Brands by Brand Africa in 2025 [6]. The retailer's commitment to creating experiences, products, and services worth sharing has been reflected in these recommendations for decades.
Each day, over 560 interviews were conducted to reveal customer attitudes and perceptions towards the brands they shop regularly [2]. The data for the rankings was drawn from these interviews, providing a comprehensive view of customer recommendations in South Africa.
In summary, Woolworths' position as the most recommended South African retailer in 2025 stems from its trusted quality, particularly in the food and clothing categories, and strong customer loyalty, even amid earnings pressures and operational restructuring [1][3][4].
- In the realm of news and lifestyle, discussions may revolve around Woolworths being the most recommended retailer in South Africa, a title based on customer recommendations in multiple sectors such as retail, food, clothing, home-and-garden, and shopping.
- Shoppers who appreciate product innovation and excellent customer service may choose to shop at Woolworths, a retailer known for its high recommendation rates, even during challenging financial periods.
