Apple retakes its crown as the most popular brand in 2023

Ninja air fryer remains most popular item of the year

Indicating a move away from cost- and energy-efficient shopping behaviours, Apple is back as the most popular brand* on price and product comparison service, PriceSpy - according to online behaviour of millions of consumers in the UK**. 

In 2022, in the thick of the UK’s cost of living crisis, air fryers skyrocketed in popularity so much that Ninja overtook Apple as the most popular brand* on PriceSpy. This year, Ninja has fallen out of the top five, with well-known consumer brands being more popular again in a sign of increased spending confidence:

Table: Most popular brands on PriceSpy between 1st January - 12th December 2021, 2022, 2023

Ninja air fryer remains the most popular product of the year

Despite overall brand popularity, Ninja’s Foodi Dual Zone Air Fryer AF400 9.5L was the most popular product of the year - for the second year running.

Table: Most popular products on PriceSpy between 1st January - 12th December 2021, 2022, 2023

Liisa Matinvesi-Bassett, UK country manager at PriceSpy, comments on the findings of PriceSpy’s 2023 round-up: “Traditionally popular consumer brands are dominating brand popularity again. However, the fact that Ninja’s air fryer has firmly held its number one spot for the second year in a row - ahead of traditionally popular gadgets like the iPhone and Playstation - tells us that the air fryer fad may well be a long-term trend.”

Trending products: an indication of what’s to come in 2024

Reusable water bottles have seen the biggest rise in popularity - by far - over the past year, according to PriceSpy’s trending data. With food storage items also appearing in the top five, indicating that consumer demand for reusable, sustainable products is showing no sign of slowing

Table: Popularity change between 1st January 2022 - 13th December 2022 vs 1st January 2023 - 12th December 2023 on products with more than 500 clicks during time frame

Liisa Matinvesi-Bassett continues: “More and more brands are launching their own branded water bottles and food storage equipment to capitalise on the ongoing trend of people making their own food and drink, rather than buying on-the-go. We expect to see even more new products hitting the shelves in 2024, as this trend isn’t going away.”

Biggest price drops during 2023

PriceSpy’s annual round-up of 2023 reveals how products and brands have shifted in price compared to 2022. Some of the biggest price drops during 2023 have been seen on:

Table: Price difference between 1st January 2023 - 12th December 2023 according to PriceSpy’s Price Index, of categories with >200 products

With these brands among those dropping their prices the most, on average:

Table: Price difference between 1st January 2023 - 12th December 2023 according to PriceSpy’s Price Index, of brands with >200 products

Biggest price increases during 2023

However, for every brand and product dropping in price - there are countless others that have increased in price this year. Some of the biggest price increases during 2023 have been seen on:

Table: Price difference between 1st January 2023 - 12th December 2023 according to PriceSpy’s Price Index, of categories with >200 products

With these brands among those increasing their prices the most, on average:

Table: Price difference between 1st January 2023 - 12th December 2023 according to PriceSpy’s Price Index, of brands with >200 products

Liisa Matinvesi-Bassett adds: “Prices change countless times throughout the year, so taking a full-year snapshot gives us a true picture of whether our wallets are heavier or lighter this year compared to last. Everyone will be exposed to higher prices on certain items, as demonstrated by the variety of brands and products that have increased in price this year. So it’s then encouraging that the same can be said of price drops - with lower average prices on useful categories like shoes and mobile phones.” 

APPENDIX

(all data between 1st January 2023 - 12th December 2023)

Most popular PS5 games of 2023

Most popular Xbox One games of 2023

Most popular mobile phones of 2023

Most popular trainers of 2023

Most popular perfumes of 2023

Notes to editors

*Clicks on PriceSpy between 1st September - 30th November [2021, 2022, 2023]

**Google Analytics