Retail giant Woolworths earns top recommendation in South Africa, according to research findings
In South Africa, Woolworths has emerged as a leading retail brand, securing high ranks in the annual study conducted by the KLA. The brand's strong reputation among shoppers is evident, with Woolworths Food, Clothing, and Home all ranking among the most recommended brands in the country for 2025.
Woolworths' success can be attributed to several key factors. The retailer has focused on delivering an exceptional, premium, and personalised shopping experience, with meticulous attention paid to store design and service. Central to this is the Woolworths Food Emporium, which emphasises customer-centric decisions across design, product selection, and service offerings to create a seamless and inspiring shopping environment.
The store's premium and diverse product offerings have been revamped, with popular food counters like "Our Kitchen" featuring rotisserie chicken, a sushi bar, and an innovation kitchen with live cooking demonstrations and on-the-spot ingredient sales. Enhanced sections like an expert-led butcher counter, expanded seafood through fishmongers, artisanal bakery, international pantry selections, confectionery, and a curated wine alcove offer high-quality, diverse choices.
Woolworths' commitment to quality and consistency is evident through ISO certifications such as ISO 9001:2015 for quality management and ISO/IEC 27001:2022 for data security. This focus on consistent service and customer trust further supports positive recommendations.
Sustainability and local focus are also central to Woolworths' approach, aligning with broader trends toward sustainability and responsible sourcing. This commitment to being "proudly local and forward-thinking" appeals to conscientious consumers in South Africa.
While loyalty programs grow strongly in South Africa, with Pick n Pay and others leading in AI and mobile-first strategies, Woolworths may also be enhancing digital engagement, though specific details on Woolworths’ loyalty programs weren't explicit in the sources.
Woolworths Chief Customer Officer, Spencer Sonn, stated that the team strives to deliver exceptional quality products and service, expressing gratitude for customer recommendations and personal endorsements. The repeated high rankings for Woolworths indicate a consistent strong reputation among South African shoppers.
In addition to the KLA rankings, Woolworths was also recognised among the World's Most Trustworthy Companies by Newsweek in 2024. The KLA, YouGov, and BrandIndex rankings are considered powerful indicators of trust in the brands among South African shoppers, with over 85% of Woolies shoppers confirming they would recommend Woolworths Food, Woolworths Clothing, or Woolworths Home.
For 2025, Woolworths was named one of the Most Admired South African Brands by Brand Africa, and Rand Merchant Bank (RMB) was the most recommended brand with a recommendation rate of 90.1%. However, Woolworths' high recommendation rates place it as a strong contender in the South African retail market.
Sources:
[1] Woolworths. (2025). Woolworths unveils its new Food Emporium concept store. Retrieved from https://www.woolworths.co.za/news/woolworths-unveils-its-new-food-emporium-concept-store
[2] Mahlangu, T. (2025). Woolworths leads in South Africa's retail sector. Retrieved from https://www.iol.co.za/business/retail/woolworths-leads-in-south-africas-retail-sector-1d4b2c1a-6696-46b8-805d-7e625e35d9c2
[3] Woolworths. (2025). Woolworths' commitment to sustainability and local sourcing. Retrieved from https://www.woolworths.co.za/news/woolworths-commitment-to-sustainability-and-local-sourcing
[4] KLA. (2025). Woolworths named one of South Africa's most recommended brands. Retrieved from https://www.kla.co.za/news/woolworths-named-one-of-south-africas-most-recommended-brands
Woolworths' premier status in the South African retail sector transcends beyond food and clothing, securing recognition among the World's Most Trustworthy Companies in 2024 and one of the Most Admired South African Brands by Brand Africa for 2025. The retailer's commitment to providing a premium shopping experience has given it an edge, with 85% of Woolworths shoppers endorsing the brand, according to the KLA, YouGov, and BrandIndex rankings. Moreover, Woolworths' strategic focus on sustainability, local sourcing, and personalised service has aligned it with contemporary business and lifestyle trends, attracting the savings-conscious and environmentally-minded shoppers.
