Is Boots the Best Brand for Women?

• YouGov poll shows Boots is now the top ranking brand among women
• Taken the top spot off of M&S
• Ikea is the most popular for younger women

Boots is the most popular brand among women, according to a recent YouGov poll.

The brand climbed from third place in last year’s poll, overtaking Marks & Spencer at the top of the ranking.

Boots sparked controversy last year after saying it wouldn’t lower the price of its generic brand of emergency hormonal contraception, as it did not want to be accused of “inceptivising inappropriate use”, but it later reversed this decision.

John Lewis came second, followed by Heinz, while M&S dropped to fourth place.

The rankings use YouGov’s brand tracking data and are based upon whether a respondent has a positive or negative impression of a brand.

Although Boots has the highest overall score, M&S took the top position among those aged between 35 and 49, and the over 50s categories.

Swedish furniture giant IKEA was the most popular among those aged between 18 and 34.

All the brands in the top rankings have been having a fairly successful start to 2018, unlike other high street brands like Toys R Us, New Look, and Mothercare, which have all been struggling and did not feature as any of the top brands.

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.

“Women’s impressions of the brand has improved in the face of some negative press around its morning after pill pricing, which threatened to damage its reputation.

“M&S remains a well-regarded brand, despite its from from the top spot.

“As we’d expect, it is particularly popular among middle aged and older women.

“It has enacted various strategies to appeal to younger customers, and that still remains a challenge.”

The ranking also reveal which brands have seen the biggest increase in impression among women over the past year, with Netflix taking the most-improved spot with a score increase of 7.3 points.

Do you think Boots is the best brand for women? Let us know in the comments.