Middle East & Africa · October 2026 · refreshed monthly

The brands AI wants in South Africa

7 AI models were asked how well they know the top brands in South Africa and how far they agree with the 36 statements of the Havas Science of Desire 2.0. Each brand is scored out of 10 and indexed against the other brands in its segment: 100 is the segment average. This is the first month for this market; change appears from next month.

250 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI

Attraction The head: the pull of standing out, being better and being talked about.

Affinity The heart: trusted, sharing my values and reflecting who I am and belong with.

Attachment The habits: dependable, part of the routine, and missed if it were gone.

Finance Grocery Retail Fashion Food & drink Eating out Technology Media & entertainment Telecoms Automotive Travel Beauty & personal care Home & household Health & fitness Energy

Finance

22 brands. Index 100 is the segment's average Desire of 5.3 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Capitec	Banks	136	7.3	—	7.3	6.5	8.0	7/7
2	FNB	Banks	131	7.0	—	7.3	6.2	7.4	7/7
3	EasyEquities	Investing & savings	130	6.9	—	7.5	6.3	7.0	7/7
4	Discovery	Insurance	130	6.9	—	7.4	6.1	7.2	7/7
5	TymeBank	Banks	112	6.0	—	6.6	5.1	6.2	7/7
6	OUTsurance	Insurance	109	5.8	—	6.3	5.1	6.0	7/7
7	Discovery Invest	Investing & savings	106	5.6	—	6.1	4.9	5.9	7/7
8	King Price	Insurance	104	5.5	—	6.2	4.7	5.6	7/7
9	Sanlam	Investing & savings	103	5.5	—	5.3	5.1	6.0	7/7
10	Standard Bank	Banks	102	5.4	—	5.3	4.9	6.0	7/7
11	Nedbank	Banks	98	5.2	—	5.0	5.2	5.6	7/7
12	PayPal	Cards & payments	96	5.1	—	5.3	4.5	5.6	7/7
13	Old Mutual	Investing & savings	93	5.0	—	4.6	4.6	5.6	7/7
14	PayJustNow	Cards & payments	91	4.9	—	5.1	4.2	5.3	7/7
15	Google Pay	Cards & payments	91	4.8	—	5.1	4.1	5.3	7/7
16	Absa	Banks	89	4.8	—	4.8	4.2	5.3	7/7
17	Hippo.co.za	Insurance	88	4.7	—	5.1	4.0	5.0	7/7
18	PSG Wealth	Investing & savings	88	4.7	—	4.3	4.6	5.0	7/7
19	Payflex	Cards & payments	87	4.7	—	4.9	3.9	5.2	7/7
20	African Bank	Banks	75	4.0	—	3.8	3.8	4.3	7/7
21	Clientele	Insurance	73	3.9	—	3.7	3.7	4.3	7/7
22	Mobicred	Cards & payments	68	3.6	—	3.5	3.3	4.0	7/7

Grocery

5 brands. Index 100 is the segment's average Desire of 6.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Checkers	Supermarkets	108	6.5	—	6.8	5.5	7.2	7/7
2	Food Lover's Market	Supermarkets	102	6.2	—	6.5	5.8	6.2	7/7
3	Shoprite	Supermarkets	101	6.1	—	5.7	5.3	7.3	7/7
4	Pick n Pay	Supermarkets	96	5.8	—	5.4	5.4	6.5	7/7
5	Spar	Supermarkets	93	5.6	—	5.0	5.5	6.3	7/7

Retail

31 brands. Index 100 is the segment's average Desire of 5.2 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Woolworths	Department & variety stores	131	6.8	—	6.8	6.5	7.3	7/7
2	iStore	Electricals retail	127	6.6	—	7.0	6.3	6.7	7/7
3	Takealot	Online marketplaces	127	6.6	—	6.9	5.6	7.3	7/7
4	Faithful to Nature	Health & beauty stores	125	6.5	—	6.3	7.0	6.2	7/7
5	Wellness Warehouse	Health & beauty stores	118	6.2	—	6.0	6.3	6.3	7/7
6	Sorbet	Health & beauty stores	118	6.1	—	6.2	6.0	6.3	7/7
7	Dis-Chem	Health & beauty stores	114	5.9	—	5.7	5.2	6.9	7/7
8	Mr Price Home	Home, furniture & DIY	114	5.9	—	6.1	5.5	6.2	7/7
9	Leroy Merlin	Home, furniture & DIY	105	5.5	—	6.0	5.1	5.4	7/7
10	Shein	Online marketplaces	105	5.5	—	7.0	4.5	5.0	7/7
11	Builders	Home, furniture & DIY	104	5.4	—	5.2	4.9	6.2	7/7
12	Amazon	Online marketplaces	103	5.4	—	6.0	4.3	5.8	7/7
13	Facebook Marketplace	Online marketplaces	101	5.3	—	5.9	4.6	5.3	7/7
14	AutoTrader	Online marketplaces	101	5.3	—	5.4	4.8	5.6	7/7
15	Yaga	Online marketplaces	99	5.2	—	5.1	5.6	4.8	6/7
16	OneDayOnly	Online marketplaces	99	5.2	—	5.9	4.4	5.2	7/7
17	Makro	Electricals retail	97	5.1	—	4.9	4.4	6.0	7/7
18	Game	Electricals retail	97	5.0	—	5.0	4.5	5.6	7/7
19	PEP Home	Department & variety stores	95	4.9	—	4.6	4.4	5.8	7/7
20	Crazy Store	Department & variety stores	92	4.8	—	5.1	4.0	5.3	7/7
21	Cashbuild	Home, furniture & DIY	91	4.8	—	4.3	4.3	5.6	7/7
22	Edgars	Department & variety stores	90	4.7	—	4.4	4.5	5.2	7/7
23	Evetech	Electricals retail	88	4.6	—	5.0	4.3	4.4	7/7
24	Temu	Online marketplaces	87	4.5	—	6.5	2.8	4.2	6/7
25	HiFi Corp	Electricals retail	86	4.5	—	4.3	4.2	5.0	7/7
26	Medirite	Health & beauty stores	83	4.3	—	4.0	3.9	5.2	7/7
27	Gumtree	Online marketplaces	82	4.3	—	4.4	4.0	4.6	7/7
28	Incredible	Electricals retail	82	4.3	—	4.3	3.9	4.7	7/7
29	OK Furniture	Home, furniture & DIY	82	4.3	—	4.0	4.0	4.8	7/7
30	Dealz	Department & variety stores	78	4.1	—	4.4	3.3	4.5	6/7
31	Bob Shop	Online marketplaces	77	4.0	—	4.1	3.7	4.3	7/7

Fashion

21 brands. Index 100 is the segment's average Desire of 5.5 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Nike	Sportswear & footwear	139	7.7	—	8.2	7.3	7.5	7/7
2	Adidas	Sportswear & footwear	123	6.8	—	7.1	6.5	6.6	7/7
3	Mr Price	Clothing retail	113	6.2	—	6.3	5.6	6.7	7/7
4	Puma	Sportswear & footwear	113	6.2	—	6.3	6.0	6.2	7/7
5	Gucci	Luxury	109	6.0	—	7.5	5.5	5.0	7/7
6	Louis Vuitton	Luxury	107	5.9	—	6.9	5.5	5.2	7/7
7	Sportscene	Sportswear & footwear	105	5.8	—	5.8	5.7	5.8	7/7
8	New Balance	Sportswear & footwear	104	5.7	—	5.7	5.6	5.8	7/7
9	Superbalist	Clothing retail	102	5.6	—	6.2	5.3	5.2	7/7
10	Zara	Clothing retail	98	5.4	—	6.4	4.7	5.0	7/7
11	Pep	Clothing retail	97	5.3	—	4.6	4.9	6.5	7/7
12	Cotton On	Clothing retail	97	5.3	—	5.6	5.1	5.3	7/7
13	Totalsports	Sportswear & footwear	97	5.3	—	5.1	5.2	5.7	7/7
14	Sportsmans Warehouse	Sportswear & footwear	94	5.2	—	4.8	5.1	5.6	7/7
15	Foschini	Clothing retail	92	5.1	—	4.7	4.9	5.7	7/7
16	Truworths	Clothing retail	92	5.1	—	4.6	4.9	5.7	7/7
17	Ackermans	Clothing retail	90	5.0	—	4.3	4.7	5.9	7/7
18	Burberry	Luxury	86	4.8	—	5.4	4.6	4.2	7/7
19	Dolce & Gabbana	Luxury	86	4.7	—	5.9	4.3	3.9	7/7
20	Michael Kors	Luxury	81	4.5	—	4.5	4.5	4.4	7/7
21	Jet	Clothing retail	75	4.1	—	3.7	3.7	4.9	7/7

Food & drink

20 brands. Index 100 is the segment's average Desire of 5.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Red Bull	Soft drinks	119	6.9	—	7.8	6.5	6.4	7/7
2	Simba	Snacks & confectionery	116	6.7	—	7.0	6.3	6.8	7/7
3	Coca-Cola	Soft drinks	113	6.5	—	6.5	6.0	7.1	7/7
4	Jameson	Alcoholic drinks	113	6.5	—	6.6	6.6	6.3	7/7
5	Heineken	Alcoholic drinks	112	6.5	—	6.7	6.4	6.3	7/7
6	Carling Black Label	Alcoholic drinks	110	6.3	—	6.2	6.4	6.5	7/7
7	Brutal Fruit	Alcoholic drinks	105	6.0	—	6.6	5.9	5.6	7/7
8	Monster Energy	Soft drinks	102	5.9	—	6.7	5.5	5.5	7/7
9	Hennessy	Alcoholic drinks	102	5.9	—	6.5	5.8	5.2	7/7
10	Sprite	Soft drinks	102	5.9	—	5.9	5.5	6.2	7/7
11	KitKat	Snacks & confectionery	101	5.8	—	5.9	5.2	6.3	7/7
12	Weet-Bix	Packaged food & hot drinks	101	5.8	—	5.0	5.5	6.9	7/7
13	Nescafé	Packaged food & hot drinks	100	5.7	—	5.5	5.1	6.6	7/7
14	Doritos	Snacks & confectionery	99	5.7	—	6.7	5.2	5.4	7/7
15	Jungle Oats	Packaged food & hot drinks	97	5.6	—	4.9	5.3	6.6	7/7
16	Bakers	Snacks & confectionery	92	5.3	—	4.8	5.0	6.1	7/7
17	Lay's	Snacks & confectionery	85	4.9	—	5.1	4.6	5.1	7/7
18	Black Cat	Packaged food & hot drinks	81	4.7	—	4.1	4.4	5.5	7/7
19	Schweppes	Soft drinks	79	4.5	—	4.4	4.4	4.8	7/7
20	Rama	Packaged food & hot drinks	73	4.2	—	3.5	3.9	5.2	7/7

Eating out

16 brands. Index 100 is the segment's average Desire of 5.5 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Checkers Sixty60	Food delivery	119	6.6	—	7.3	5.3	7.3	7/7
2	KFC	Fast food & restaurants	118	6.5	—	6.9	5.8	7.0	7/7
3	McDonald's	Fast food & restaurants	113	6.2	—	6.6	5.5	6.7	7/7
4	Chicken Licken	Fast food & restaurants	110	6.1	—	6.8	5.6	5.9	7/7
5	Uber Eats	Food delivery	110	6.1	—	6.7	5.0	6.5	7/7
6	Starbucks	Coffee shops & bakeries	109	6.0	—	6.7	5.6	5.8	7/7
7	Mugg & Bean	Coffee shops & bakeries	104	5.8	—	5.3	5.6	6.3	7/7
8	Steers	Fast food & restaurants	104	5.7	—	6.0	5.4	5.9	7/7
9	Debonairs Pizza	Fast food & restaurants	102	5.6	—	6.2	5.0	5.8	7/7
10	Vida e Caffè	Coffee shops & bakeries	101	5.6	—	5.7	5.4	5.8	7/7
11	Mr D	Food delivery	98	5.4	—	5.8	4.5	5.9	7/7
12	Roman's Pizza	Fast food & restaurants	89	4.9	—	5.1	4.5	5.2	7/7
13	Krispy Kreme	Coffee shops & bakeries	88	4.9	—	5.6	4.5	4.5	7/7
14	Pick n Pay asap!	Food delivery	86	4.7	—	4.6	4.4	5.2	7/7
15	Seattle Coffee Company	Coffee shops & bakeries	85	4.7	—	4.4	4.6	5.0	7/7
16	Zulzi	Food delivery	67	3.7	—	4.0	3.4	3.7	7/7

Technology

28 brands. Index 100 is the segment's average Desire of 6.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	YouTube	Social media & messaging	126	7.5	—	8.1	6.6	7.8	7/7
2	WhatsApp	Social media & messaging	124	7.4	—	6.7	7.1	8.5	7/7
3	Google	Search & AI assistants	123	7.4	—	7.5	6.1	8.5	7/7
4	TikTok	Social media & messaging	122	7.3	—	8.5	6.5	6.9	7/7
5	Apple	Phones & devices	121	7.3	—	7.8	6.4	7.5	7/7
6	ChatGPT	Search & AI assistants	120	7.2	—	8.4	5.6	7.6	7/7
7	Netflix	Software & cloud	119	7.1	—	7.6	6.3	7.4	7/7
8	Instagram	Social media & messaging	117	7.0	—	7.4	6.4	7.1	7/7
9	Samsung	Phones & devices	116	7.0	—	7.4	6.0	7.5	7/7
10	Canva	Software & cloud	114	6.8	—	7.0	6.2	7.2	7/7
11	Reddit	Social media & messaging	102	6.1	—	6.6	5.9	5.7	7/7
12	Pinterest	Social media & messaging	101	6.0	—	6.0	6.0	6.1	7/7
13	LinkedIn	Social media & messaging	100	6.0	—	5.8	5.7	6.5	7/7
14	Google Drive	Software & cloud	99	5.9	—	5.4	4.9	7.4	7/7
15	Gemini	Search & AI assistants	98	5.8	—	6.4	4.9	6.2	7/7
16	Claude	Search & AI assistants	97	5.8	—	6.0	5.3	6.1	7/7
17	Facebook	Social media & messaging	97	5.8	—	5.7	5.1	6.6	7/7
18	Huawei	Phones & devices	94	5.6	—	6.2	4.7	6.0	7/7
19	Microsoft 365	Software & cloud	94	5.6	—	5.0	4.9	7.0	7/7
20	Xiaomi	Phones & devices	92	5.5	—	6.0	4.6	5.9	7/7
21	Microsoft Copilot	Search & AI assistants	89	5.3	—	5.3	4.6	6.0	7/7
22	iCloud	Software & cloud	89	5.3	—	4.9	4.8	6.2	7/7
23	X	Social media & messaging	84	5.0	—	6.1	4.2	4.7	7/7
24	DeepSeek	Search & AI assistants	83	5.0	—	6.2	3.6	5.1	5/7
25	Grok	Search & AI assistants	81	4.8	—	6.2	4.0	4.4	6/7
26	Hisense	Phones & devices	80	4.8	—	4.7	4.1	5.6	7/7
27	Bing	Search & AI assistants	69	4.1	—	3.7	3.6	5.0	7/7
28	Yahoo	Search & AI assistants	49	2.9	—	2.5	2.7	3.6	7/7

Media & entertainment

37 brands. Index 100 is the segment's average Desire of 5.3 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Spotify	Music & audio	144	7.7	—	8.0	7.0	8.2	7/7
2	PlayStation	Gaming	137	7.3	—	7.6	6.8	7.5	7/7
3	Steam	Gaming	136	7.2	—	7.4	6.5	7.8	7/7
4	SuperSport	Video streaming & TV	130	6.9	—	7.2	6.7	6.9	7/7
5	Metro FM	Music & audio	127	6.8	—	6.7	6.8	6.9	7/7
6	Daily Maverick	News & publishing	125	6.7	—	7.0	6.5	6.6	7/7
7	YouTube Music	Music & audio	124	6.6	—	6.8	6.0	7.0	7/7
8	Epic Games	Gaming	123	6.6	—	7.5	5.9	6.3	7/7
9	Hollywoodbets	Betting & lottery	121	6.4	—	7.2	6.0	6.2	7/7
10	Xbox	Gaming	119	6.4	—	6.5	6.0	6.7	7/7
11	Roblox	Gaming	117	6.3	—	7.5	5.7	5.6	7/7
12	News24	News & publishing	115	6.2	—	6.5	5.5	6.5	7/7
13	Disney+	Video streaming & TV	114	6.1	—	6.6	5.5	6.2	7/7
14	Jacaranda FM	Music & audio	113	6.0	—	5.5	6.1	6.4	7/7
15	Showmax	Video streaming & TV	110	5.9	—	6.2	5.6	5.7	7/7
16	DStv	Video streaming & TV	107	5.7	—	5.9	5.3	6.0	7/7
17	East Coast Radio	Music & audio	105	5.6	—	5.2	5.7	6.0	7/7
18	Prime Video	Video streaming & TV	102	5.5	—	5.8	4.8	5.8	7/7
19	Betway	Betting & lottery	100	5.3	—	6.1	4.6	5.3	7/7
20	SABC	Video streaming & TV	93	5.0	—	4.6	4.8	5.6	7/7
21	Netwerk24	News & publishing	93	5.0	—	4.8	5.0	5.1	7/7
22	Sportingbet	Betting & lottery	92	4.9	—	5.4	4.5	4.8	7/7
23	SunBet	Betting & lottery	92	4.9	—	5.4	4.6	4.8	7/7
24	Daily Sun	News & publishing	91	4.9	—	5.3	4.5	4.8	7/7
25	National Lottery	Betting & lottery	91	4.9	—	5.5	4.3	4.8	7/7
26	IOL	News & publishing	85	4.5	—	4.6	4.2	4.9	7/7
27	Supabets	Betting & lottery	81	4.3	—	4.7	4.0	4.3	7/7
28	Citizen	News & publishing	80	4.3	—	4.1	4.1	4.7	7/7
29	LottoStar	Betting & lottery	79	4.2	—	4.7	3.7	4.2	7/7
30	World Sports Betting	Betting & lottery	76	4.1	—	4.6	3.7	4.0	7/7
31	Lottoland	Betting & lottery	74	3.9	—	4.6	3.3	3.9	7/7
32	Playabets	Betting & lottery	70	3.7	—	4.0	3.5	3.7	7/7
33	YesPlay	Betting & lottery	69	3.7	—	4.0	3.3	3.7	6/7
34	Gbets	Betting & lottery	68	3.6	—	3.9	3.4	3.6	7/7
35	Easybet	Betting & lottery	67	3.6	—	3.8	3.2	3.7	7/7
36	10bet	Betting & lottery	66	3.5	—	3.6	3.3	3.6	5/7
37	Betting World	Betting & lottery	64	3.4	—	3.2	3.2	3.8	7/7

Telecoms

10 brands. Index 100 is the segment's average Desire of 5.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Vodacom	Mobile networks	129	6.4	—	6.4	5.8	7.1	7/7
2	MTN	Mobile networks	124	6.2	—	6.4	5.4	6.6	7/7
3	Afrihost	Broadband & pay TV	111	5.5	—	5.3	5.0	6.3	7/7
4	Rain	Broadband & pay TV	110	5.5	—	6.5	4.4	5.6	7/7
5	Vumatel	Broadband & pay TV	96	4.8	—	4.8	4.2	5.3	7/7
6	Melon Mobile	Mobile networks	92	4.6	—	5.0	4.2	4.7	4/7
7	Axxess	Mobile networks	87	4.3	—	4.0	3.9	5.1	5/7
8	Telkom	Broadband & pay TV	87	4.3	—	4.4	3.6	5.0	7/7
9	Cell C	Mobile networks	84	4.2	—	4.4	3.6	4.6	7/7
10	Mweb	Broadband & pay TV	80	4.0	—	3.9	3.6	4.6	7/7

Automotive

10 brands. Index 100 is the segment's average Desire of 6.1 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Toyota	Mainstream cars	117	7.2	—	6.3	6.9	8.3	7/7
2	Mercedes-Benz	Premium & luxury cars	108	6.6	—	7.0	6.3	6.5	7/7
3	BMW	Premium & luxury cars	106	6.5	—	7.0	6.1	6.3	7/7
4	Porsche	Premium & luxury cars	106	6.5	—	7.2	6.2	5.9	7/7
5	Volkswagen	Mainstream cars	104	6.3	—	6.3	6.0	6.7	7/7
6	Hyundai	Mainstream cars	96	5.9	—	5.7	5.5	6.5	7/7
7	Audi	Premium & luxury cars	96	5.8	—	6.2	5.5	5.8	7/7
8	Suzuki	Mainstream cars	95	5.8	—	5.5	5.3	6.6	7/7
9	Lamborghini	Premium & luxury cars	92	5.6	—	7.7	5.0	4.3	7/7
10	Haval	Mainstream cars	81	5.0	—	5.5	4.3	5.1	6/7

Travel

15 brands. Index 100 is the segment's average Desire of 5.2 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Emirates	Airlines	125	6.5	—	7.2	5.9	6.5	7/7
2	Airbnb	Hotels & holidays	120	6.3	—	7.1	5.7	6.0	7/7
3	Uber	Transport & ride-hailing	117	6.1	—	6.4	5.0	7.0	7/7
4	FlySafair	Airlines	111	5.8	—	6.1	5.2	6.2	7/7
5	Booking.com	Hotels & holidays	107	5.6	—	5.6	4.9	6.3	7/7
6	Bolt	Transport & ride-hailing	106	5.5	—	5.9	4.4	6.3	7/7
7	Sun International	Hotels & holidays	102	5.3	—	5.5	5.2	5.3	7/7
8	Gautrain	Transport & ride-hailing	101	5.3	—	5.4	4.8	5.7	7/7
9	Lift	Airlines	95	5.0	—	5.4	4.6	4.9	7/7
10	Tsogo Sun	Hotels & holidays	93	4.8	—	4.7	4.8	5.1	7/7
11	South African Airways	Airlines	88	4.6	—	4.7	4.6	4.6	7/7
12	Airlink	Airlines	86	4.5	—	4.0	4.4	5.2	7/7
13	inDrive	Transport & ride-hailing	85	4.5	—	5.2	3.7	4.5	7/7
14	Travelstart	Hotels & holidays	83	4.3	—	4.4	3.8	4.8	7/7
15	Avis	Transport & ride-hailing	80	4.2	—	3.8	4.0	4.8	7/7

Beauty & personal care

10 brands. Index 100 is the segment's average Desire of 5.9 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Dove	Haircare & personal care	119	7.0	—	6.7	6.8	7.5	7/7
2	L'Oréal Paris	Skincare & cosmetics	115	6.8	—	7.0	6.2	7.2	7/7
3	Vaseline	Haircare & personal care	109	6.4	—	6.1	5.7	7.4	7/7
4	Nivea	Skincare & cosmetics	107	6.3	—	5.5	5.9	7.3	7/7
5	Garnier	Skincare & cosmetics	101	6.0	—	6.0	5.4	6.5	7/7
6	Johnson's	Haircare & personal care	96	5.7	—	4.9	5.4	6.6	7/7
7	Dermalogica	Skincare & cosmetics	94	5.5	—	5.5	5.3	5.7	7/7
8	Shield	Haircare & personal care	87	5.1	—	4.8	4.6	6.0	7/7
9	Avon	Skincare & cosmetics	87	5.1	—	4.7	5.2	5.4	7/7
10	Axe	Haircare & personal care	85	5.0	—	5.7	4.1	5.2	7/7

Home & household

10 brands. Index 100 is the segment's average Desire of 5.4 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	LG	Home appliances	118	6.4	—	6.7	5.4	7.1	7/7
2	Sunlight	Household products	111	6.0	—	5.5	5.3	7.2	7/7
3	Defy	Home appliances	108	5.8	—	5.2	5.5	6.9	7/7
4	Omo	Household products	107	5.8	—	5.6	4.9	6.9	7/7
5	Bosch	Home appliances	105	5.7	—	5.3	5.1	6.6	7/7
6	Smeg	Home appliances	102	5.5	—	6.6	5.1	5.0	7/7
7	Domestos	Household products	88	4.8	—	4.5	3.8	6.0	7/7
8	Doom	Household products	88	4.7	—	4.7	3.7	5.8	7/7
9	Russell Hobbs	Home appliances	87	4.7	—	4.4	4.2	5.4	7/7
10	Skip	Household products	86	4.6	—	4.5	4.0	5.5	7/7

Health & fitness

10 brands. Index 100 is the segment's average Desire of 5.6 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Discovery Vitality	Gyms & fitness	129	7.2	—	7.5	6.4	7.8	7/7
2	Discovery Health	Health & medicines	123	6.9	—	7.4	6.0	7.2	7/7
3	Garmin	Gyms & fitness	120	6.7	—	6.5	6.3	7.3	7/7
4	Virgin Active	Gyms & fitness	119	6.7	—	6.6	6.4	7.1	7/7
5	Planet Fitness	Gyms & fitness	94	5.3	—	5.1	4.9	5.8	6/7
6	Mediclinic	Health & medicines	90	5.1	—	4.8	4.7	5.7	7/7
7	Netcare	Health & medicines	88	5.0	—	4.9	4.5	5.5	7/7
8	Bonitas	Health & medicines	80	4.5	—	4.0	4.1	5.3	7/7
9	Life Healthcare	Health & medicines	79	4.4	—	4.0	4.2	5.1	7/7
10	Zone Fitness	Gyms & fitness	78	4.4	—	4.0	4.2	5.0	7/7

Energy

5 brands. Index 100 is the segment's average Desire of 4.2 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Shell	Energy & fuel	125	5.2	—	5.5	4.1	6.0	7/7
2	BP	Energy & fuel	108	4.5	—	4.4	3.8	5.3	7/7
3	Sasol	Energy & fuel	106	4.4	—	5.1	3.5	4.7	7/7
4	Astron Energy	Energy & fuel	89	3.7	—	3.6	3.3	4.3	7/7
5	Eskom	Energy & fuel	73	3.0	—	4.5	1.4	3.2	7/7

Method & limitations

Once a month the top 250 brands in each of 25 markets are put to 7 AI models (Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI), the way a survey asks a respondent: first how well the model knows each brand, then how far it agrees with each of the 36 statements of the Havas Science of Desire 2.0, on a 1–7 scale. A model that rates its familiarity with a brand below 3 is left out for that brand. Each statement is the mean of the remaining models' ratings; statements average into fifteen dimensions, dimensions into the three Drivers of Desire, and the drivers into Desire, each out of 10. Each brand's index is its Desire divided by the average Desire of the brands shown in its segment in that market, × 100: 100 is the segment average, 115 is fifteen per cent above it. Change is the move in index points since the market's previous month.

A brand is shown only when at least 4 models knew it well enough to score it, and a segment only when at least 3 brands are shown. Only finished monthly runs are published. These are the AI models' own ratings when asked, not a survey of people and not an endorsement; brands are compared within a segment and market, not across them. See the full methodology.

Where next

This board measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.

Live leaderboards The Category Index The board behind the story — every category ranked: brand visibility, citation share and how often a read page actually gets cited. Refreshed weekly Data story The Category Report How AI shops for Britain: the brands ChatGPT, Claude and Gemini actually recommend across 20 consumer categories, told as an animated story. Refreshed weekly Live leaderboard The GEO Index The websites AI search cites most — every model aggregated, with weekly movers and per-model and per-market editions. Updated hourly Explorer The AI Source Index Dig into which sources each model trusts, filterable by market — compiled into a quarterly report you can download as PowerPoint or PDF. Updated hourly Journal Analysis & articles The data journalism series — weekly citation movers, model vs model, what gets cited and why. Every edition reviewed before it publishes. New articles weekly Reference Methodology How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page. The rules behind it all Start here Insights overview The whole picture in one page: every live board, every data story and every published analysis, with what each one answers. The map of everything