Reader's Digest survey reveals strength of independent brands

Local independent optical practices outperformed some of the leading optical chains in the 2008 Reader's Digest Trusted Brands survey.

The survey was carried out across 16 European countries with nearly 300,000 votes cast in 38 product categories. Over 2,000 votes were cast in the UK optical category.

The aim of the survey was to find out which brands consumers trusted the most. Trusted brands were rated on four criteria: quality, value, image and their understanding of customer needs. The optician category has been included in the survey since 2002.

While Specsavers topped the list with 41 per cent of the votes, independent outlets put in a strong performance, coming in second with 27 per cent and beating some of the other leading optical chains by double digit figures.