Every few months, CheckoutSmart analyses how the biggest FMCG manufacturers in the UK are performing when it comes to their online reputation in supermarkets.
Our latest cut of the Top 150 FMCG companies for October 2025 reveals which portfolios are leading the way in shopper trust and which have let too many SKUs slip out of standard since May.
At the heart of this ranking is one simple measure: the percentage of SKUs needing new reviews. The lower that number, the stronger your shopper reputation.
Our benchmark hasn’t changed since May. To be To Standard, every SKU must meet three key rules:
These factors directly drive conversion daily for clients. Brands that keep them running in our Always On programme see sustained uplift in performance and ROI.
This period’s leaders show that consistency pays off. Based on the share of SKUs needing new reviews, here’s who’s leading the field and how they’ve moved since May:
Lactalis McLelland - up 1
Müller Dairy - down 1
Flora Food Group - up 1
Mutti - up 2
Carlsberg - no change
Tropicana - up 7
Arla Foods - no change
Essity - up 13
Picard - up 32
Weetabix - up 4
These brands prove that a disciplined, proactive approach to review management translates into tangible reputation gains.
Several brands made big gains since May, cutting the share of SKUs needing attention and leaping up the table.
INEOS OTC Medicines surged 55 places to rank 51, cutting the share of SKUs needing reviews by six points
Procordia Food climbed 44 places to rank 15
Heineken jumped 43 places, improving by 5.1 points
Picard continued its frozen category comeback, up 32 places to rank 9
Fresh Pilgrim’s Europe and Gu also delivered notable uplifts
Each demonstrates the power of acting across clusters of products rather than isolated SKUs, proving the advantage of automation and Always On monitoring.
Diageo rose 39 places to 29
A number of portfolios have seen more SKUs slip out of standard since May.
It’s a reminder that even the biggest names lose traction quickly without fresh reviews and continuous monitoring.
Across the major FMCG categories, October’s data shows sharp contrasts between brands accelerating their review performance and those slipping out of standard.
Beer, Lager, Ale and Cider - Carlsberg held its Top 5 status and improved by 4.3 points. Heineken surged 43 places with a 5.1 point improvement, marking one of the strongest category rebounds this period. Asahi also moved up 10 places, though with a smaller 2.0 point gain, suggesting targeted rather than broad fixes across its range.
Spirits - Diageo climbed 39 places with a 4.2 point improvement, showing real progress since May. Bacardi slipped 14 places, with a 13.8 point rise in SKUs needing work, while Suntory nudged up 5 places with a 3.4 point improvement.
Dairy - Arla held steady with a 7.8 point improvement, while Danone rose 5 places with a 3.7 point lift. Müller, however, fell one place and worsened by 14.6 points, moving from May’s leadership position to second overall in October.
Frozen - Picard’s 32 place rise and 5.4 point improvement made it one of the quarter’s standout recoveries. Procordia’s 44 place climb further highlights how much progress was made in frozen this period.
Health and Beauty - Essity rose 13 places with a 1.1 point improvement. Johnson & Johnson fell one place and worsened by 6.7 points, while Coty edged up 4.4 points, reflecting mixed performance across large portfolios.
Snacks - The picture is split. Jordans & Ryvita worsened by 6.5 points, KP Snacks saw the steepest decline, and Pladis fell 24 places with a 15.3 point rise in SKUs needing attention.
The October results underline a familiar truth: review freshness is a moving target. Reaching 30 reviews once is not enough. Without active management, most SKUs fall out of standard within months.
Always On programmes keep brands conversion ready every week, not just at reporting points. It is the only way to sustain visibility and credibility across multiple retailers.
Put your Top 3 on a schedule. Track every SKU and trigger new reviews when freshness or fairness slips.
CheckoutSmart can share your exact October 2025 cut, showing which SKUs need attention across Tesco, Sainsbury’s, ASDA, Morrisons, Ocado and more. We’ll also build a tailored Always On plan to help your brand stay in the safe zone and outperform its category before the next ranking.