Ask Bob Mortimer about Beko

Beko in the UK

*Big Fat Quiz* is one of the UK’s major game shows. On one occasion, the legendary Bob Mortimer was a contestant; he claimed to be quite an expert on home appliances, even stating, “I can tell at a glance whether it’s a Beko or a Philips.”

Reports and data from sources such as Euromonitor, YouGov, and the CMA (2022–2025) show that Beko holds the leading position in the UK’s major home appliance market. I was really pleased about this, as Haluk Bilginer usually played Turkish mafia roles in TV series; it is a source of pride to be in the spotlight thanks to a home appliance brand.

a) Awareness

Beko’s brand awareness in the UK is 79%. Popularity stands at 40%, with 26% neutral and 13% unfavorable. It is the 20th most popular brand in the home appliances category and ranks 780th among brands overall.

b) Penetration

Beko Plc is the “UK’s best-selling major home appliance brand”; one in four households owns a Beko product, and over 30 million units have been sold.

It is the retail leader in the refrigerator category with a 17% unit share in 2025 (Euromonitor, January 2026).
Bosch and Beko lead the market for major home appliances overall.
Market share (sales volume, 2022): washing machines 10–20%, dryers 20–30%, dishwashers 20–30%, ovens 10–20%, cookers/hobs 10–20%.
There are approximately 28–29 million households in the UK. Given its market leadership, it is estimated that Beko products are present in 20–30% of households regarding major home appliances.

c) Reasons for preference

I silently hoped: please let the reason for choosing it not be price—or at least not *only* price. The primary reasons are price-performance, reliability, and innovative features.

Affordable price and value: strong in the entry-to-mid-range segment. Which? 2024–2025 “Best Value Appliance Brand”.
Reliability: refrigerator door tested for 300,000 opening/closing cycles. 2-year warranty (industry average is 1 year).
Energy and sustainability: up to 35% savings with EnergySpin.
Innovation: HarvestFresh™, AeroPerfect™; quiet operation, European quality.
Which? 2025: “Best Value Appliance Brand of the Year”, for the second consecutive year (June 2025).

Promotion in the UK

Annual media buying spend >£2.4 million (2024).
2024 Reliability campaign across TV, BVOD, social media, and retail; reached 48 million adults. 2023 Built-in campaign reached 46 million.
Overall industry advertising declined in 2024, whereas Beko’s investment is on an upward trend. Company-wide sustainability investments totaled €165 million in 2024.

Beko is pursuing aggressive marketing in the UK. One should also ask Bob Mortimer about Beko.