Marks and Spencer was judged the UK’s most trusted retailer in 2025 despite suffering a significant cyberattack earlier in the year, according to research by GlobalData.
The retailer ranked first in a nationwide consumer survey, with respondents citing the difficulty of finding comparable alternatives to its own-brand ranges during the disruption as a key factor in sustaining trust. GlobalData said this reinforced perceptions that Marks and Spencer products are “genuinely hard to replace”.
John Lewis and Partners ranked second, followed by Tesco, Amazon and Sainsbury’s, completing the top five most trusted retailers. Four of the five are British brands, which GlobalData said suggests that heritage retailers benefit from familiarity and a perception of accountability among UK shoppers.
The research found that Marks and Spencer’s recovery measures after the cyberattack, including restoring services and offering customer discounts, helped strengthen perceptions of reliability and value, limiting longer-term reputational damage.
GlobalData’s survey also examined which characteristics consumers associate most strongly with trust. Consistent quality and clear value for money were cited as the leading drivers, named by 84% and 81% of respondents respectively.
Aliyah Siddika, associate retail analyst at GlobalData, said: “Marks and Spencer’s narrow lead in consumer trust over John Lewis and Partners is not guaranteed to remain in 2026. John Lewis and Partners has the infrastructure to communicate its quality and value-for-money message more clearly with its revived ‘Never Knowingly Undersold’ promise, which could help it overtake Marks and Spencer in the future.
“Notably, John Lewis ranks second despite a smaller store footprint, indicating the strength of its proposition and the potential for further momentum. Marks and Spencer must ensure that it remains committed to its focus on security and promoting its unique, quality-focused own-brand to retain shoppers’ trust.”
The data showed that shoppers were more likely to trust retailers that delivered reliable experiences across stores and digital channels, supported by dependable customer service.
The findings are based on GlobalData’s monthly survey of 2,000 UK consumers conducted in November 2025.
