Key findings:
- Shell’s overall brand health rebounded strongly, with its Index score rising from a spring low of 2.9 to 8.6 by August 12.
- BP also recovered but remained further below its February high, ending the period with an Index score of 5.4, compared with a low of 1.3 in May.
- Consideration recovered almost fully, ending at 26.6% for Shell and 26.1% for BP, leaving the two brands closely matched.
As fuel prices rise in the UK, we look at how two of the country’s biggest energy brands are faring with consumers. YouGov BrandIndex data reveals how perceptions of BP and Shell have shifted over the past six months, tracking changes across overall brand health, Value, and Consideration.
BP and Shell brand health rebounds after spring declines in the UK
Both brands’ Index scores fell sharply from their February highs. BP peaked at 11.3 on February 14 before dropping to 1.3 on May 23. Shell reached a high of 12.0 on February 13 and fell to 2.9 on April 25.
The picture improved from July onwards. Shell’s Index score climbed to 10.4 on July 30 before easing to 8.6 by August 12. BP also recovered, reaching 7.3 on July 24 before ending the period at 5.4.
While neither brand has returned to its February high, both have regained considerable ground since their spring lows, with Shell showing the stronger recovery by the end of the period.
Value remains the biggest challenge for both BP and Shell
Value was one of the weaker metrics for both brands throughout the period. BP’s score declined from a high of -0.5 on February 15 to a low of -16.1 on May 15. Shell peaked at -3.1 on February 24 before falling to -14.5 on April 25.
Both brands subsequently improved, with BP reaching -8.3 and Shell -5.1 by August 12. Despite the sizeable recovery from their respective lows, scores remained negative and below February levels, suggesting that perceptions of value continue to be a challenge for both brands.
BP and Shell Consideration recovers to February levels
Purchase Consideration showed the most complete recovery of the metrics tracked, with both brands ending the period around or above their February levels, suggesting that despite pricing pressures, fuel remains a necessity for many consumers.
BP’s Consideration score fell from 25.7% on February 13 to 19.8% on April 8 before recovering to a period high of 27.3% on July 22. It stood at 26.1% by August 12.
Shell followed a similar pattern, falling from 24.1% at the beginning of the period to 18.7% on April 9. Its recovery gathered pace in July, reaching 26.8% on July 28 and ending at 26.6% on August 12. This left the two brands closely matched at the end of the period.
Overall, BP and Shell have recovered significantly from their spring declines, but the rebound has been uneven. Consideration have recovered most strongly, while broader brand health remains below February highs and Value continues to lag. Shell finishes the period ahead of BP across several perception metrics, although both brands have regained substantial ground since their spring lows.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. BP’s and Shell’s metric scores are based on the question(s): “Which of the following auto and gasoline brands do you think represents GOOD VALUE FOR MONEY? By that we don't mean "cheap," but that the brands offer a customer a lot in return for the price paid. / Now which of the following auto and gasoline brands do you think represents POOR VALUE FOR MONEY? By that, we don't mean "expensive," but that the brands do not offer a customer much in return for the price paid”, “When you are in the market next to purchase from an auto and gasoline brand, from which of the following would you consider purchasing?”. Scores are reported as net scores from –100 to +100, based on daily UK surveys weighted by age, gender, region, social grade, and ethnicity. Figures reflect the period February 2026 to August 2026 with sample size ranging from 750 to 880.
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