Find a comfy pillow to help you get a great night’s sleep, with the help of our survey results on the best pillow brands.



Soak & Sleep is the best pillow brand in our 2018 survey of 3,839 Which? members – with a staggering customer score of 88%.

The online-exclusive brand sailed ahead of the competition this year, achieving the highest rating for comfort and how well it matched the product description.  Soak & Sleep is also rated the best duvet brand in our survey this year, so it’s a fantastic one-stop shop for bedding.

In close second, with 84%, is The White Company, which has products available in stores up and down the country. It offers a wide variety of pillows, although they are on the pricier side (a standard memory foam pillow costs £45, for example) – and its three star rating for value for money is a reflection of this. But if you’re willing to spend a bit more, you can expect premium quality pillows from The White Company.

Interestingly, Aldi bypasses many other premium brands to nab third place in our survey, with a customer score of 79%. It does well across the board, but received particularly high praise for the value for money it offers.

One happy customer said: “typical Aldi… reasonably priced and a good deal”. Dunlopillo, which was rated the best pillow brand in last years survey, has fallen down the ranks this year, finishing in joint-fourth along with high street giant John Lewis. But both still earned a great customer score of 78%.

Tempur trails behind a little, in sixth place. Our members highly rate its signature memory foam filling, and its pillows got the second highest score for comfort, but with all its pillows priced at £95, it’s no wonder that it got the lowest value for money score in our survey.

At the other end of our league table are Slumberdown and Silentnight, in joint-last place, each with a customer score of 64%. Argos comes in a very close second-last, with a score of 65%.


Choosing the best type of pillow

Feather/down pillows are the most popular type among Which? members – almost a third of members have these. Microfibre and polyester pillows are also popular.

A little over one in seven opted for a memory-foam pillow. Less than 10% own either foam, latex or wool. For more information on the properties and pros and cons of each type of pillow, head to our guide to choosing the best type of pillow.

How we rate pillow brands

To find out which are the best and worst pillow brands, in April 2018 we asked 3,839 Which? members to tell us about their pillow. To work out customer scores, we asked what brand of pillow members owned, whether they were satisfied with it, and whether they would recommend it to a friend.

We also asked them to rate their pillow for comfort, value for money and how well it matched the description.

Best and worst pillow brands with customer score

Soak & Sleep 88% 

The White Company 84%

Aldi 79%

John Lewis 78% 

Dunlopillo 78%