Shopper marketing blog

Online reviews have become one of the most powerful influences on shopper decisions. They shape trust, drive trial, and impact conversion both online and in-store. At CheckoutSmart, we analysed thousands of verified reviews from Sainsbury’s, ASDA and Tesco in 2025 to see where retailers are excelling and where improvements are needed.

Here are the key findings and what they mean for retailers.

• Fresh Reviews Drive Conversion – Sainsbury’s Leads
  Shoppers value recent reviews more than average scores. Sainsbury’s outperforms competitors with over ten times more fresh reviews than Tesco and ASDA combined. Reviews older than six months quickly lose impact and erode trust.

• ASDA’s Value Strength Needs Clearer Communication
  While ASDA has strong value credentials (5.1% positive value mentions), it lags behind Sainsbury’s (7.1%). The issue is not perception but communication. Clearer value messaging in product descriptions, promotions, and loyalty mechanics could help ASDA reclaim its price leadership.

• Tesco’s Service Challenges Hurt Trust
  Tesco’s main challenge is service, not product quality. It records the highest level of negative service mentions (2.8%), centred on out-of-stocks and delivery delays. These issues undermine trust and outweigh positive reviews. Fixing availability and delivery reliability is key to regaining shopper confidence.

Whether you're reformulating to comply with the UK's upcoming HFSS advertising restrictions or to address low product ratings, the imperative is clear: act swiftly and strategically.

From 5 January 2026, the UK will enforce new advertising restrictions on products high in fat, salt, or sugar (HFSS). These regulations will prohibit paid-for online ads for identifiable HFSS products at any time and restrict TV ads for such products before 9pm. Businesses with 250 or more employees will be affected.

Simultaneously, our analysis reveals that the bottom 20% of products with at least 30 reviews in UK supermarkets since 2023 have an average rating of less than 4.0. This figure underscores a vital truth: these products don’t need more reviews—they need reformulating to succeed.

At CheckoutSmart, we view these challenges not as obstacles but as opportunities. Our SmartReformulation solution is designed to help brand managers update and relaunch poorly rated SKUs, ensuring products not only meet regulatory standards but also resonate with consumers.

The opportunity for improved taste with HFSS/LHf compliance

The upcoming HFSS/LHF legislation, effective from 5 January 2026, presents a strategic opportunity for brands to enhance both the nutritional profile and taste of their products. By reformulating to reduce levels of fat, sugar, and salt, and incorporating beneficial ingredients like fibre, protein, and fruits, companies can not only comply with regulatory requirements but also meet the growing consumer demand for healthier options.

Most FMCG teams still obsess over their average star rating, but what if that number isn’t doing the heavy lifting? Independent business school research and our research data show that shoppers don’t buy based on ratingsalone  – it’s what the reviews actually say that makes the sale. If your top reviews are old or unfair, you’re losing customers even with a 4.5-star average.

In this article, we break down why review sentiment matters more than stars and how brands can use this fact to drive measurable sales uplift.

This article was originally inspired by: HU, Nan; KOH, Noi Sian; and REDDY, Srinivas K. Ratings Lead You to the Product, Reviews Help You Clinch It? The Dynamics and Impact of Online Review Sentiments on Product Sales. Singapore University.

Every Quarter, we analyse the Top 150 UK FMCG manufacturers and their online reputation in supermarkets. Our key reputation KPI is the percentage of SKUs that need new reviews. The fewer the number, the better the manufacturer is managing its reputation.

Based on our research and that of business school professors in the US, the three key measures that go into whether a SKU Needs new reviews are:

1. Minimum of 30 reviews: This involves checking if the SKU has at least 30 reviews in that retailer. If it does, we move on to section 2. If not, it requires new reviews.
   
   
2. Top 3 Fresh: Looking at the latest three reviews on the retailer's website, e.g., Tesco.com, which is displayed as the newest first, are any more than six months old? If yes, it needs new reviews; if not, go to 3.
   
   
3. Top 3 Fair: Look at the latest three reviews and their ratings out of 5. Are any of these more than 1.5 Stars different from (above or below) the average rating for the SKU in that retailer? If yes, then it needs new reviews. If "No," then this SKU in this retailer is optimised right now.

We check this data daily in every retailer and automatically get new reviews from 100% verified shoppers until they are no longer required. Working with our clients, we know that this kind of Always On program provides an exceptional ROI return of between 6 and 12 at a gross margin level.

That's £6 - £12 back for every £1 you spend on the program. Where else can you get that kind of return on your spending?

Where did you finish?

​In the UK grocery market, own-brand products have transitioned over the last 100 years from mere cheaper alternatives to branded goods to becoming central pillars of supermarket strategies. With private-label sales growing at double the rate of branded goods in 2023, retailers are increasingly focusing on enhancing their own-label offerings. Amidst this evolution, one potent yet often underutilised tool stands out: the strategic use of product reviews.​

Every Quarter, we analyse the Top 150 UK FMCG manufacturers and their online reputation in supermarkets. Our key reputation KPI is the percentage of SKUs that need new reviews. The fewer the number, the better the manufacturer is managing its reputation.

Based on our research and that of some business school professors in the US, the three key measures that go into whether a SKU Needs new reviews are:

1. Minimum of 30 reviews: This involves checking if the SKU has at least 30 reviews in that retailer. If it does, we move on to section 2. If not, it requires new reviews.
   
   
2. Top 3 Fresh: Looking at the latest three reviews on the retailer's website, e.g., Tesco.com, which is displayed as the newest first, are any more than six months old? If yes, it needs new reviews; if not, go to 3.
   
   
3. Top 3 Fair: Look at the latest three reviews and their ratings out of 5. Are any of these more than 1.5 Stars different from (above or below) the average rating for the SKU in that retailer? If yes, then it needs new reviews. If "No," then this SKU in this retailer is optimised right now.

We check this data daily in every retailer and automatically get new reviews from 100% verified shoppers until they are no longer required. Working with our clients, we know that this kind of Always On program provides an exceptional ROI return of between 6 and 12 at a gross margin level.

That's £6 - £12 back for every £1 you spend on the program. Where else can you get that kind of return on your spending?

Where did you finish?

Product reviews are a hot topic in FMCG and eCommerce, but we regularly hear feedback from some that just don’t stack up against the data. Whether it’s scepticism about their impact on sales or outdated beliefs about how shoppers engage with reviews, these misconceptions can hold brands back. We will cover:

• The impact of product reviews on sales is minimal
  Based on case study data, we’ll show how reviews drive long-term sales growth.
• Reviews only matter to online shoppers
  In-store shoppers use reviews too—66% check them before purchasing.
• If my product is good, I can ignore negative reviews
  A product with an average rating below 4.0 is losing trust and sales—here’s why.
• Product reviews are just for retailer websites
  Smart brands use advertising, packaging, and in-store reviews to boost conversions.
• Reviews don’t matter for own-label products
  The gap between branded and own-label reviews is growing—own-label needs to catch up.

Now, let’s examine myth and reveal the truth about the power of product reviews.

Category management in Fast-Moving Consumer Goods (FMCG) is a delicate balance of art and science. While data-driven insights have always played a key role, product reviews have become a powerful tool for sharpening strategies and boosting category performance. These reviews offer a goldmine of consumer feedback and can guide decisions from product reformulation to marketing focus.

This post will explore how incorporating product reviews into your category management strategy can unlock new opportunities for brands and retailers. The five areas of opportunity are:

1. Understanding consumer preferences
2. Optimising product performance
3. Driving category growth
4. Supporting retailer listing decisions
5. Enhancing the impact of shopper marketing

Introducing new products at the start of the year can be quite a journey. The path to success for any new product development is fraught with challenges and often leads to a dead end. According to Harvard Business Review, 90% of new products fail within their first year despite significant investments by FMCG companies.

To give your new products the best possible start in the New Year, we will highlight the crucial importance of consumer reviews. Here are four strong reasons why obtaining a substantial number of consumer reviews as early as possible is crucial for the success of your new offerings.

1. TO BUILD CONSUMER CONFIDENCE
2. TO DRIVE CONSIDERATION
3. TO CREATE AN AURA OF POPULARITY
4. TO KEEP UP WITH THE COMPETITION

* Coke Image from Coca-Cola, final image copyright CheckoutSmart

PS For even more on why reviews are critical for NPD, see our post 10 Reasons why Shopper Reviews are Vital for Successful New Products.

Every Quarter, we analyse the Top 150 UK FMCG manufacturers and their online reputation in supermarkets. Our key reputation KPI is the percentage of SKUs that need new reviews. The fewer the number, the better the manufacturer is managing its reputation.

Based on our research and that of some business school professors in the US, the three key measures that go into whether a SKU Needs new reviews are:

1. Minimum of 30 reviews: This involves checking if the SKU has at least 30 reviews in that retailer. If it does, we move on to section 2. If not, it requires new reviews.
   
   
2. Top 3 Fresh: Looking at the latest three reviews on the retailer's website, e.g., Tesco.com, which is displayed as the newest first, are any more than six months old? If yes, it needs new reviews; if not, go to 3.
   
   
3. Top 3 Fair: Look at the latest three reviews and their ratings out of 5. Are any of these more than 1.5 Stars different from (above or below) the average rating for the SKU in that retailer? If yes, then it needs new reviews. If "No," then this SKU in this retailer is optimised right now.

We check this data daily in every retailer and automatically get new reviews from 100% verified shoppers until they are no longer required. Working with our clients, we know that this kind of Always On program provides an exceptional ROI return of between 6 and 12 at a gross margin level.

That's £6 - £12 back for every £1 you spend on the program. Where else can you get that kind of return on your spending?

Where did you finish?