Why you can trust these reports to be the best source of UK supermarket shopper opinion
CheckoutSmart Reviews Reporting brings together up-to-date product review data from the Top 6 UK supermarket retailers: Tesco, ASDA, Sainsbury's, Morrisons, Ocado and Waitrose.
This is the only publicly available grocery review dataset in which ratings and reviews from all six retailers are combined under a single product hierarchy. That means shoppers, brands and category teams can compare products consistently by Category, by Brand within Category and by SKU within Brand.
Because the report combines recent supermarket review data at this scale, the average ratings shown here represent the most comprehensive and authoritative view of UK shopper feedback for grocery products. It shows what real shoppers are saying across the major supermarkets, not just on one retailer's site. The data is updated monthly.
This helps make the report useful not only for comparing average ratings, but also for understanding whether the latest visible reviews still give shoppers a fair and up-to-date picture of each product.
CheckoutSmart Reviews Reporting
Category Brand Report
Toiletries
Aug 2026
| Brand | No. of products |
Average rating |
No. of reviews |
% needing new reviews |
ARAF |
|---|---|---|---|---|---|
| TENA | 112 | 4.8 | 72113 | 0.393 | 4.4 |
| Impulse | 24 | 4.5 | 4000 | 0.417 | 4.1 |
| Wild | 42 | 4.6 | 3274 | 0.571 | 4.1 |
| Mitchum | 29 | 4.4 | 5578 | 0.517 | 4 |
| Always | 208 | 4.4 | 190873 | 0.692 | 4 |
| Rock Face | 22 | 4.5 | 2961 | 0.636 | 4 |
| Philips | 17 | 4.3 | 6136 | 0.412 | 4 |
| Dove | 243 | 4.7 | 22704 | 0.798 | 4 |
| Harry's | 52 | 4.7 | 13024 | 0.846 | 3.9 |
| Simple | 10 | 4.3 | 4370 | 0.6 | 3.9 |
| Wilkinson Sword | 64 | 4.5 | 38703 | 0.797 | 3.9 |
| Bodyform | 52 | 4.8 | 22919 | 0.904 | 3.9 |
| Femfresh | 21 | 4.8 | 2425 | 0.952 | 3.9 |
| Sure | 216 | 4.6 | 39457 | 0.884 | 3.8 |
| Lynx | 167 | 4.6 | 28303 | 0.91 | 3.8 |
| Colgate | 11 | 4.5 | 13789 | 0.818 | 3.8 |
| Old Spice | 10 | 4.3 | 2437 | 0.8 | 3.8 |
| Nivea | 135 | 4.5 | 25659 | 0.785 | 3.8 |
| Tampax | 59 | 4.4 | 176207 | 0.915 | 3.8 |
| Gillette | 229 | 4.6 | 700742 | 0.939 | 3.7 |
| Fussy | 18 | 4.7 | 1215 | 1 | 3.7 |
| Johnson's | 65 | 4.5 | 35354 | 0.815 | 3.7 |
| Sanex | 50 | 4.5 | 6271 | 0.86 | 3.7 |
| L'Oreal | 60 | 4.6 | 9635 | 0.983 | 3.7 |
| Bulldog | 49 | 4.6 | 5313 | 1 | 3.7 |
| FLO | 11 | 4.5 | 442 | 0.909 | 3.6 |
| TOTM | 10 | 4.1 | 1164 | 1 | 3.6 |
| INEOS | 12 | 4.2 | 781 | 1 | 3.5 |
| BIC | 11 | 4.1 | 537 | 1 | 3.3 |
| Own Label | 75 | 4 | 5910 | 0.72 | 3.3 |
| Total | 2084 | 4.5 | 1442296 | 0.796 | 3.8 |
Key:
Only SKUs with at least 30 reviews in a retailer are included
ARAF - Average Rating Adjusted for Freshness
Need new reviews? - Any SKU that does not have 30 reviews, has a Top 3 review more than 6 months (182 days) old or a Top 3 review with a difference of more than 1.5 stars from the average rating