GCEIP · United States
Brand of the Year 2025: United States
A proposed choice in each of 100 consumer categories in the United States for 2025.
Editorial review preview · proposed selections
2025 retrospective edition
One brand in each category
Find the proposed brand for a specific consumer category below. Each entry gives the editorial reason for considering that brand. The comparison shows how the proposed name changes across the three annual editions.
These are GCEIP editorial proposals, not completed award decisions or consumer buying recommendations. Read the selection methodology for the criteria and approval process.
Showing 100 categories
- 01
Breakfast cereal: proposed Brand of the Year 2025
Kellogg's
Why this brandThe case for Kellogg's rests on its broad cereal shelf presence.
- 02
Packaged bread: proposed Brand of the Year 2025
Dave's Killer Bread
Why this brandThe case for Dave's Killer Bread rests on its distinctive organic bread positioning.
- 03
Dairy and milk: proposed Brand of the Year 2025
Fairlife
Why this brandThe case for Fairlife rests on its filtered milk proposition.
- 04
Yogurt: proposed Brand of the Year 2025
Oikos
Why this brandThe case for Oikos rests on its protein-led yogurt range.
- 05
Chocolate: proposed Brand of the Year 2025
Lindt
Why this brandThe case for Lindt rests on its premium chocolate selection.
- 06
Ice cream: proposed Brand of the Year 2025
Häagen-Dazs
Why this brandThe case for Häagen-Dazs rests on its established premium tubs.
- 07
Salty snacks: proposed Brand of the Year 2025
Doritos
Why this brandThe case for Doritos rests on its flavored tortilla chips.
- 08
Cookies and biscuits: proposed Brand of the Year 2025
Chips Ahoy!
Why this brandThe case for Chips Ahoy! rests on its mainstream chocolate-chip cookies.
- 09
Frozen meals: proposed Brand of the Year 2025
Trader Joe's
Why this brandThe case for Trader Joe's rests on its private-label frozen selection.
- 10
Pasta and sauces: proposed Brand of the Year 2025
Rao's Homemade
Why this brandThe case for Rao's Homemade rests on its premium sauce identity.
- 11
Coffee at home: proposed Brand of the Year 2025
Peet's Coffee
Why this brandThe case for Peet's Coffee rests on its specialty roast selection.
- 12
Tea: proposed Brand of the Year 2025
Celestial Seasonings
Why this brandThe case for Celestial Seasonings rests on its herbal-tea variety.
- 13
Bottled water: proposed Brand of the Year 2025
Smartwater
Why this brandThe case for Smartwater rests on its vapor-distilled water identity.
- 14
Soft drinks: proposed Brand of the Year 2025
Dr Pepper
Why this brandThe case for Dr Pepper rests on its distinct soda flavor.
- 15
Energy drinks: proposed Brand of the Year 2025
Monster
Why this brandThe case for Monster rests on its range of energy drinks.
- 16
Juice and fruit drinks: proposed Brand of the Year 2025
Simply
Why this brandThe case for Simply rests on its refrigerated juice line.
- 17
Fast-food burgers: proposed Brand of the Year 2025
Wendy's
Why this brandThe case for Wendy's rests on its fresh-beef positioning.
- 18
Fast-casual dining: proposed Brand of the Year 2025
Cava
Why this brandThe case for Cava rests on its Mediterranean bowls.
- 19
Pizza chains: proposed Brand of the Year 2025
Pizza Hut
Why this brandThe case for Pizza Hut rests on its familiar pizza formats.
- 20
Coffee shops: proposed Brand of the Year 2025
Dunkin'
Why this brandThe case for Dunkin' rests on its coffee-and-breakfast routine.
- 21
Chicken restaurant chains: proposed Brand of the Year 2025
Popeyes
Why this brandThe case for Popeyes rests on its Louisiana-style menu.
- 22
Grocery supermarkets: proposed Brand of the Year 2025
Publix
Why this brandThe case for Publix rests on its store-service reputation.
- 23
Warehouse clubs: proposed Brand of the Year 2025
Sam's Club
Why this brandThe case for Sam's Club rests on its club-and-digital shopping offer.
- 24
Convenience stores: proposed Brand of the Year 2025
Wawa
Why this brandThe case for Wawa rests on its prepared-food and fuel offer.
- 25
Online marketplaces: proposed Brand of the Year 2025
Walmart
Why this brandThe case for Walmart rests on its online and store integration.
- 26
Beauty retail: proposed Brand of the Year 2025
Ulta Beauty
Why this brandThe case for Ulta Beauty rests on its mix of mass and prestige beauty.
- 27
Department stores: proposed Brand of the Year 2025
Nordstrom
Why this brandThe case for Nordstrom rests on its fashion-led department store.
- 28
Discount retail: proposed Brand of the Year 2025
Target
Why this brandThe case for Target rests on its design-led mass retail mix.
- 29
Athletic apparel: proposed Brand of the Year 2025
Lululemon
Why this brandThe case for Lululemon rests on its yoga and training identity.
- 30
Everyday apparel: proposed Brand of the Year 2025
Uniqlo
Why this brandThe case for Uniqlo rests on its practical wardrobe basics.
- 31
Outdoor clothing: proposed Brand of the Year 2025
The North Face
Why this brandThe case for The North Face rests on its recognizable technical outerwear.
- 32
Luxury fashion: proposed Brand of the Year 2025
Gucci
Why this brandThe case for Gucci rests on its recognizable fashion codes.
- 33
Footwear: proposed Brand of the Year 2025
New Balance
Why this brandThe case for New Balance rests on its running and lifestyle mix.
- 34
Eyewear retail: proposed Brand of the Year 2025
LensCrafters
Why this brandThe case for LensCrafters rests on its optical retail footprint.
- 35
Jewelry: proposed Brand of the Year 2025
Pandora
Why this brandThe case for Pandora rests on its charm-led jewelry range.
- 36
Watches: proposed Brand of the Year 2025
Apple Watch
Why this brandThe case for Apple Watch rests on its connected-watch utility.
- 37
Skin care: proposed Brand of the Year 2025
La Roche-Posay
Why this brandThe case for La Roche-Posay rests on its dermatologist-oriented products.
- 38
Color cosmetics: proposed Brand of the Year 2025
Rare Beauty
Why this brandThe case for Rare Beauty rests on its recognizable celebrity-led line.
- 39
Hair care: proposed Brand of the Year 2025
Olaplex
Why this brandThe case for Olaplex rests on its bond-building hair treatments.
- 40
Fragrance: proposed Brand of the Year 2025
Bath & Body Works
Why this brandThe case for Bath & Body Works rests on its accessible fragrance assortment.
- 41
Oral care: proposed Brand of the Year 2025
Crest
Why this brandThe case for Crest rests on its whitening and toothpaste line.
- 42
Deodorant: proposed Brand of the Year 2025
Old Spice
Why this brandThe case for Old Spice rests on its distinctive men's grooming identity.
- 43
Men's grooming: proposed Brand of the Year 2025
Harry's
Why this brandThe case for Harry's rests on its subscription-friendly shaving products.
- 44
Laundry detergent: proposed Brand of the Year 2025
Persil
Why this brandThe case for Persil rests on its stain-removal positioning.
- 45
Household cleaning: proposed Brand of the Year 2025
Lysol
Why this brandThe case for Lysol rests on its disinfecting-cleaner identity.
- 46
Paper products: proposed Brand of the Year 2025
Charmin
Why this brandThe case for Charmin rests on its toilet-paper range.
- 47
Baby diapers: proposed Brand of the Year 2025
Huggies
Why this brandThe case for Huggies rests on its broad diaper sizing.
- 48
Baby food: proposed Brand of the Year 2025
Earth's Best
Why this brandThe case for Earth's Best rests on its organic baby-food proposition.
- 49
Pet food: proposed Brand of the Year 2025
Hill's Science Diet
Why this brandThe case for Hill's Science Diet rests on its veterinary nutrition focus.
- 50
Pet retail: proposed Brand of the Year 2025
Chewy
Why this brandThe case for Chewy rests on its online pet-supply experience.
- 51
Passenger cars: proposed Brand of the Year 2025
Honda
Why this brandThe case for Honda rests on its established sedan and SUV range.
- 52
Electric cars: proposed Brand of the Year 2025
Hyundai
Why this brandThe case for Hyundai rests on its Ioniq electric lineup.
- 53
Pickup trucks: proposed Brand of the Year 2025
Chevrolet
Why this brandThe case for Chevrolet rests on its Silverado truck family.
- 54
Motorcycles: proposed Brand of the Year 2025
Honda
Why this brandThe case for Honda rests on its broad motorcycle lineup.
- 55
Automotive tires: proposed Brand of the Year 2025
Goodyear
Why this brandThe case for Goodyear rests on its longstanding tire identity.
- 56
Car rental: proposed Brand of the Year 2025
Hertz
Why this brandThe case for Hertz rests on its airport-rental presence.
- 57
Ride-hailing: proposed Brand of the Year 2025
Lyft
Why this brandThe case for Lyft rests on its focused U.S. ride-hailing service.
- 58
Fuel stations: proposed Brand of the Year 2025
Chevron
Why this brandThe case for Chevron rests on its recognizable station brand.
- 59
Public EV charging: proposed Brand of the Year 2025
Electrify America
Why this brandThe case for Electrify America rests on its multi-brand fast-charging network.
- 60
Airlines: proposed Brand of the Year 2025
Southwest Airlines
Why this brandThe case for Southwest Airlines rests on its recognizable domestic airline offer.
- 61
Hotels: proposed Brand of the Year 2025
Hilton
Why this brandThe case for Hilton rests on its hotel and loyalty network.
- 62
Vacation rentals: proposed Brand of the Year 2025
Vrbo
Why this brandThe case for Vrbo rests on its whole-home rental focus.
- 63
Online travel booking: proposed Brand of the Year 2025
Expedia
Why this brandThe case for Expedia rests on its bundled travel booking tools.
- 64
Cruise holidays: proposed Brand of the Year 2025
Carnival Cruise Line
Why this brandThe case for Carnival Cruise Line rests on its mass-market cruise range.
- 65
Retail banking: proposed Brand of the Year 2025
Bank of America
Why this brandThe case for Bank of America rests on its national consumer banking footprint.
- 66
Credit cards: proposed Brand of the Year 2025
Chase Sapphire
Why this brandThe case for Chase Sapphire rests on its travel-rewards card line.
- 67
Digital banking: proposed Brand of the Year 2025
SoFi
Why this brandThe case for SoFi rests on its integrated money app.
- 68
Home insurance: proposed Brand of the Year 2025
USAA
Why this brandThe case for USAA rests on its member-focused insurance service.
- 69
Auto insurance: proposed Brand of the Year 2025
Progressive
Why this brandThe case for Progressive rests on its comparison and quote tools.
- 70
Personal investing: proposed Brand of the Year 2025
Charles Schwab
Why this brandThe case for Charles Schwab rests on its brokerage and advisory tools.
- 71
Consumer payments: proposed Brand of the Year 2025
Venmo
Why this brandThe case for Venmo rests on its peer-to-peer payment use.
- 72
Smartphones: proposed Brand of the Year 2025
Samsung Galaxy
Why this brandThe case for Samsung Galaxy rests on its wide Galaxy lineup.
- 73
Personal computers: proposed Brand of the Year 2025
Dell
Why this brandThe case for Dell rests on its broad consumer PC range.
- 74
Tablets: proposed Brand of the Year 2025
Samsung Galaxy Tab
Why this brandThe case for Samsung Galaxy Tab rests on its Android tablet range.
- 75
Personal audio: proposed Brand of the Year 2025
Sony
Why this brandThe case for Sony rests on its noise-canceling audio lineup.
- 76
Smartwatches: proposed Brand of the Year 2025
Garmin
Why this brandThe case for Garmin rests on its fitness-watch specialization.
- 77
Smart home devices: proposed Brand of the Year 2025
Google Nest
Why this brandThe case for Google Nest rests on its home controls and thermostats.
- 78
Consumer AI assistants: proposed Brand of the Year 2025
Google Gemini
Why this brandThe case for Google Gemini rests on its integration with Google products.
- 79
Personal productivity software: proposed Brand of the Year 2025
Google Workspace
Why this brandThe case for Google Workspace rests on its cloud collaboration suite.
- 80
Consumer cybersecurity: proposed Brand of the Year 2025
Bitdefender
Why this brandThe case for Bitdefender rests on its antivirus and online security tools.
- 81
Social video platforms: proposed Brand of the Year 2025
TikTok
Why this brandThe case for TikTok rests on its short-video discovery feed.
- 82
Messaging apps: proposed Brand of the Year 2025
iMessage
Why this brandThe case for iMessage rests on its integration across Apple devices.
- 83
Video streaming: proposed Brand of the Year 2025
Disney+
Why this brandThe case for Disney+ rests on its family and franchise catalogue.
- 84
Music streaming: proposed Brand of the Year 2025
Apple Music
Why this brandThe case for Apple Music rests on its integration with Apple devices.
- 85
Gaming consoles: proposed Brand of the Year 2025
Nintendo Switch
Why this brandThe case for Nintendo Switch rests on its portable-and-TV play model.
- 86
Video games: proposed Brand of the Year 2025
Fortnite
Why this brandThe case for Fortnite rests on its live social game world.
- 87
Movie theaters: proposed Brand of the Year 2025
Regal Cinemas
Why this brandThe case for Regal Cinemas rests on its national theater footprint.
- 88
News subscriptions: proposed Brand of the Year 2025
The Wall Street Journal
Why this brandThe case for The Wall Street Journal rests on its business-news subscription.
- 89
Sports streaming: proposed Brand of the Year 2025
Fubo
Why this brandThe case for Fubo rests on its live-sports channel mix.
- 90
Telecom mobile service: proposed Brand of the Year 2025
T-Mobile
Why this brandThe case for T-Mobile rests on its consumer wireless offer.
- 91
Home internet: proposed Brand of the Year 2025
Spectrum
Why this brandThe case for Spectrum rests on its home broadband plans.
- 92
Pharmacy retail: proposed Brand of the Year 2025
Walgreens
Why this brandThe case for Walgreens rests on its neighborhood pharmacy presence.
- 93
Over-the-counter pain relief: proposed Brand of the Year 2025
Advil
Why this brandThe case for Advil rests on its ibuprofen product line.
- 94
Vitamins and supplements: proposed Brand of the Year 2025
Garden of Life
Why this brandThe case for Garden of Life rests on its whole-food supplement identity.
- 95
Telehealth: proposed Brand of the Year 2025
Amazon One Medical
Why this brandThe case for Amazon One Medical rests on its app and clinic combination.
- 96
Fitness clubs: proposed Brand of the Year 2025
YMCA
Why this brandThe case for YMCA rests on its community recreation network.
- 97
Home fitness: proposed Brand of the Year 2025
BowFlex
Why this brandThe case for BowFlex rests on its home strength equipment.
- 98
Home improvement retail: proposed Brand of the Year 2025
Lowe's
Why this brandThe case for Lowe's rests on its home-project product range.
- 99
Furniture and home stores: proposed Brand of the Year 2025
Wayfair
Why this brandThe case for Wayfair rests on its online furniture catalogue.
- 100
Home appliances: proposed Brand of the Year 2025
LG
Why this brandThe case for LG rests on its connected appliance lineup.
The GCEIP review
Three years, the same 100 categories
Each annual page uses the same category definitions so the proposed brand choices can be compared directly. A final recognition record would require GCEIP's category review and selection sign-off.