Utilize our survey findings on the top pillow brands to help you find a comfortable pillow that will aid in your quest for a restful night’s sleep.


According to our 2018 survey of 3,839 Which? members, Soak & Sleep is the top pillow brand, receiving an astounding 88% of the vote from customers.

This year, the online-only brand outperformed the opposition by receiving the top ratings for comfort and how closely it adhered to the product description. Soak & Sleep is a great one-stop shop for bedding because it was also named the best duvet brand in our survey this year.

The White Company, whose products are sold in shops around the nation, comes in second place with 84%. It has a large selection of pillows but they are on the pricey side (a typical memory foam pillow costs £45, for example), which is reflected in its three star rating for value for money. But if you’re ready to spend a little extra, The White Company offers pillows of the highest calibre.

With a 79% customer score, Aldi surprisingly surpasses a lot of other high-end businesses to take third place in our poll. It performs well overall, but the value for money it provides has gained special appreciation.

“Typical Aldi… fairly priced and a good value,” one satisfied customer remarked. The best-rated pillow brand from the last study, Dunlopillo, came in fourth place this time around, tied with high-street behemoth John Lewis. Nevertheless, both received a fantastic 78% customer score.

In sixth position, Tempur is a little further back. Our poll respondents greatly praise the company’s signature memory foam filling, and all of its pillows received the second-highest comfort rating. However, considering that each pillow costs £95, it is understandable why the company received the lowest value for money rating.

Slumberdown and Silentnight are in joint-last place on our league table and each have a customer score of 64%. With a score of 65%, Argos comes in a very close second-last.

selecting the ideal pillow type

The most common form of pillow among Which? members is a feather/down pillow; over a third of members own one. Pillows made of polyester and microfiber are also common.

Over one in seven people selected a memory-foam pillow. Fewer than 10% of people own wool, latex, or foam. Visit our guide to selecting the best sort of pillow for additional details on the characteristics, benefits, and drawbacks of each type of pillow.

How do we evaluate pillow brands?

We surveyed 3,839 Which? members about their pillows in April 2018 to determine which brands are the best and worst. We questioned members about the brand of pillow they had, their level of satisfaction with it, and if they would suggest it to a friend in order to calculate customer scores.

In addition, we asked them to review how well the pillow matched the description and how comfortable it was.

Best and worst pillow brands, rated by consumers

88% Soak & Sleep

84% for The White Company

Aldi 79%

78% of John Lewis

78% Dunlopillo