What’s inside YouGov Most Recommended Brands 2026: United States
Recommendation is one of the clearest signs that a brand is delivering for its customers. This report reveals which brands have earned the strongest advocacy among American consumers and which ones are gaining ground.
Inside, you’ll find:
- The 10 most recommended brands in the United States
- The 10 most improved brands since last year
- New research into how Americans share positive and negative brand experiences
- The most recommended brands across auto, beauty and personal care, dining, financial services, and food and beverage
- The voice of the customer: qualitative insights into what real people think about this year’s most recommended brands
Frequently asked questions
What is included in the U.S. report?
The report includes the 10 most recommended brands in the United States, the 10 most improved brands, and rankings for auto, alcoholic beverages, beauty and personal care, CPG: food, dining, financial services, and non-alcoholic beverages. It also examines how and why Americans share brand experiences and includes qualitative insight from real customers.
What score are the rankings based on?
The rankings are based on YouGov BrandIndex’s positive Recommend score among current customers. Respondents are asked which brands they would recommend to a friend or colleague.
Where does the data come from?
The ranking data comes from YouGov BrandIndex, YouGov’s always-on brand health tracker, which is powered by 30+ million panel members. The consumer-advocacy findings come from a separate nationally representative U.S. survey. Qualitative findings are based on responses gathered through YouGov BrandIndex Voices and analyzed with AI assistance.
What does “most improved” mean?
Most improved brands are ranked according to their year-on-year increase in positive Recommend score among current customers. Brands must meet the report’s eligibility, sample-size and tracking-period requirements.
Can I find out where my brand ranked?
Yes. Contact YouGov to find out whether your brand met the eligibility criteria and where it ranked in its market or industry.
Are reports available for other markets?
Yes. Separate editions are available for the United States, United Kingdom, France, Germany and Spain. The Asia-Pacific report covers Australia, Hong Kong, Indonesia, Singapore and Thailand, and another covers the UAE and Saudi Arabia.
Explore the most recommended brands across the globe
Explore YouGov’s Most Recommended Brands 2026 across 12 markets and discover which brands are earning customer advocacy around the world.
Asia-Pacific
Explore the most recommended brands in Australia, Hong Kong, Indonesia, Singapore and Thailand.France
Explore France’s most recommended brands and the category leaders building customer advocacy.Germany
See which brands German customers are most willing to recommend.Finland
See which brands customers are most likely to recommend in Finland.Norway
Discover Norway's most recommended brands based on positive recommend score.Sweden
Explore Sweden's top recommended brands, and the brands gaining ground this year.Denmark
Find out the brands scoring the highest recommend scores among customers in Denmark.Spain
Discover Spain’s recommendation leaders and the brands gaining ground.UAE and Saudi Arabia
Discover the brands earning the strongest recommendations in the UAE and Saudi Arabia.United Kingdom
Discover the brands earning the strongest recommendations from customers in the UK.United States
See which brands American customers are most willing to recommend.Trust YouGov’s brand monitoring services
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