By Gary Symons
TLL Editor-in-Chief
There are few things better for a brand than being considered the most reliable product in its category.
But it sure helps if a highly regarded third-party research organization like Consumer Reports gives you a number one rating.
As of now, Consumer Reports is now offering brands the opportunity to licensed its coveted “#1 in Brand Reliability” mark for kitchen appliances. The only catch is, you do have be named the top brand by thousands of consumers!
Consumer Reports says its “#1 in Brand Reliability” designation for kitchen appliances recognizes the brands that earn the highest reliability ratings in their product categories.
The designation draws on survey data from CR members who own the appliances, covering more than 269,000 products across five kitchen categories. Being identified as a top brand for reliability is critical, said Lilian Kayizzi, vice president of testing, research and insights at Consumer Reports, as consumers consistently tell it that reliability ranks above price and performance when they shop for large appliances.
“Reliability is one of the most important factors people weigh before buying a major appliance, but it’s also one of the hardest things for a shopper to see for themselves,” Kayizzi said. “The #1 in Brand Reliability recognition turns real ownership data into a signal shoppers can recognize and trust in a high-stakes decision.”
The ability to license the #1 in Brand Reliability mark comes as Consumer Reports has just released its top brands for reliability list for 2027. CR says the designations are therefore set for the coming model year.
The 2027 qualifying brands are:
- Built-in refrigerators: Fisher & Paykel
- Bottom-freezer refrigerators: Fisher & Paykel
- Dishwashers: Thermador
- Electric coil ranges: GE
- Electric induction cooktops: LG
- Electric induction ranges: Frigidaire Professional
- Electric smoothtop cooktops: Thermador
- Electric smoothtop ranges: Amana
- Electric wall ovens: LG
- French-door refrigerators: Thermador
- Gas cooktops: GE
- Gas ranges: GE
- Pro-style ranges: Frigidaire Professional
- Side-by-side refrigerators: GE
- Top-freezer refrigerators: LG
Consumer Reports says its brand reliability ratings reflect the likelihood that a new appliance will break or stop working within its first five years of ownership, according to CR. The organization says it uses owner survey data to determine the ratings and updates them annually. It says consumers expect large appliances to last an average of 10 years, citing a 2023 survey it conducted.
Brands that earn the designation can license the mark through CR’s brand licensing program. The designation becomes available for licensing only after the results are published.
A qualifying brand may decline to license without affecting its rating, and licensing does not determine eligibility or influence future ratings, rankings, or recommendations, the organization says.
“Independence is the whole point,” said Rob Gentile, senior director and general manager of brand licensing at Consumer Reports. “Our ratings come from real owners, not from the brands themselves, and that’s what makes this so effective for shoppers and manufacturers alike.
“#1 in Brand Reliability gives qualifying brands a credible, independently earned way to show leadership on something consumers say matters most,” Gentile added “For shoppers, it’s reassurance, backed by data from real-world experiences, at the moment they need it most.”
Gentile says shoppers can find the mark in stores, online, and in marketing materials. He describes the designation as one source of information among many, and encourages consumers to review an appliance’s full ratings before buying. The ratings are available at CR.org.
Founded in 1936, Consumer Reports is an independent, nonprofit organization dedicated to objectively assessing the quality and reliability of a wide-range of consumer products.
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