The Best FTSE 100 Stocks to Watch

Roberto Rivero

The UK’s premier stock index has fallen out of fashion in recent years, with many preferring to invest their capital on the other side of the Atlantic. When you compare the recent performance of US and UK stocks, it’s not hard to understand why.

However, despite waning interest, there are still FTSE 100 shares which potentially have a lot to offer. So, what are the best FTSE 100 stocks to invest in? In this article, we will examine 3 of the best FTSE 100 stocks to watch in 2024.

The Best FTSE 100 Stocks to Watch

In the following sections, we will take a look at 3 of the best FTSE 100 stocks to watch in 2024. It should be noted that what constitutes as the ‘best’ will depend on each individual investor and what they are hoping to achieve from their investment.

When considering the best FTSE 100 shares to buy, it is important to conduct your own independent research before making any investment.

Taylor Wimpey

The pandemic and the cost-of-living crisis have hampered the housebuilding industry over the last couple of years.

However, inflation is falling back towards target levels and, consequently, the Bank of England (BoE) appears to have reached the end of its rate hiking cycle, with interest rate cuts anticipated to arrive this year. This is good news for housebuilders, which stand to benefit from falling rates.

Pre-empting the UK’s central bank, mortgage lenders started to cut rates towards the end of 2023. Consequently, many UK housebuilder shares such as Taylor Wimpey soared in the last months of 2023, as sentiment improved amongst investors.

However, the Taylor Wimpey share price still sits below its pre-pandemic levels, with sales for the year ahead also forecast to remain considerably lower than in 2020. There is also a risk that inflation could begin to move upwards again and that interest rates may stay higher for longer than anticipated.

Nevertheless, despite short-term headwinds, the simple fact is that the UK has a shortage of homes and a significant level of demand. Housebuilders are well-positioned to help address this supply and demand imbalance, whilst capitalising on it at the same time.

Subsequently, housebuilder shares such as Taylor Wimpey could represent some of the best FTSE 100 stocks to watch for investors with a long-term mindset. These stocks also tend to distribute a portion of their earnings amongst shareholders as dividends. At the time of writing, Taylor Wimpey has a dividend yield of around 6.5%.

Lloyds Banking Group

In order to tackle inflation, UK interest rates have risen to their highest levels since before the financial crisis in 2008.

As interest rates rose, banks began to see an increase in net interest income, as they were able to generate more money from their lending operations. The lack of an investment banking division, and its leading position in the UK mortgage market, means that Lloyds is more sensitive to interest rates than many of its competitors.

However, whilst higher interest rates can be a positive for banks, they also increase the risk of loan defaults and can cause a reduction in new borrowing.

Now inflation is cooling, the BoE is expected to lower interest rates in 2024, although exactly when this will happen is debated. A reduction in rates could be beneficial for the Lloyds share price, as it will reduce the risk of bad debt and potentially provide a boost to new lending.

However, Lloyds is strictly a UK-based operation, meaning that its performance is inevitably tied to the health of the UK economy. If the UK economy performs worse than expected in the coming months, then this is likely to hinder Lloyds’ performance in 2024. At the time of writing, Lloyds has a dividend yield of 5.9%.


Unilever is a consumer staples company, which owns a wide variety of globally respected brands including Hellmann’s, Dove and Magnum.

Whilst a company like Unilever is hardly likely to provide the kind of explosive growth many beginner investors crave, it has the potential to offer reliability and steady returns for long-term investors, as consumers tend to purchase the company’s goods through both good times and bad.

Unfortunately, the company has underperformed in recent years. In the five-year period ending 31 December 2023, the Unilever share price dropped 7.5% compared to a gain of 14.9% across the wider FTSE 100. Revenue growth has also been fairly sluggish over the last decade.

Nevertheless, the company recently changed leadership, appointing Hein Schumacher as CEO in the summer of 2023. Under Schumacher’s leadership, Unilever is focused on exploiting its most popular brands, and cutting the underperformers from its portfolio.

The cost-of-living crisis has weighed on Unilever’s performance over the last couple of years, as higher prices have forced consumers to seek cheaper alternatives. However, if inflation continues to fall to target levels this year, then Unilever’s performance is likely to improve.

In the meantime, the FTSE 100 stock is a historically reliable dividend payer, having raised or maintained dividends for more than 20 years. At the time of writing, Unilever has a dividend yield of 3.8%.

How to Buy FTSE 100 Shares

With an investing account from Admirals, investors can buy FTSE 100 shares at competitive terms. In order to get started, follow these steps:

  1. Open an Invest.MT5 account.
  2. Log in to the Dashboard.
  3. Open the web trading platform.
  4. Search for FTSE 100 stocks to invest in and click the symbol to open a price chart.
  5. Open a new order window, enter a number of shares, and click ‘Buy’.
Depicted: Admirals MetaTrader WebTraderLloyds Banking Group PLC Daily Chart. Date Captured: 31 January 2024. Past performance is not a reliable indicator of future results.

Investing with Admirals

Besides a wide array of stocks and Exchange-Traded Funds (ETFs) to choose from, other benefits of investing with Admirals include:

  • Competitive commissions and no account maintenance fees.
  • The ability to buy fractional shares in over 700 of the world’s top companies.
  • Exclusive access to our Premium Analytics portal at no extra cost.

To start enjoying these benefits and many more, click the banner below to register for an account today:

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Is it worth buying FTSE 100 shares?

Although the FTSE 100 has been eclipsed by the main US stock indices in recent years, it remains home to many mature international companies and other stocks which may have a lot to offer investors, particularly those seeking income. Whether or not it is worth buying FTSE 100 shares will depend on each individual investor, their investment goals and the specific FTSE 100 stock in question.

What are the best FTSE 100 stocks to invest in?

The best FTSE 100 stocks to invest in will depend on the individual investor in question and what they are hoping to achieve from their investment. In this article, we have highlighted three options that investors may want to consider in the year ahead, but we encourage investors to conduct their own research before making any investment decisions.


The given data provides additional information regarding all analysis, estimates, prognosis, forecasts, market reviews, weekly outlooks or other similar assessments or information (hereinafter “Analysis”) published on the websites of Admirals investment firms operating under the Admirals trademark (hereinafter “Admirals”) Before making any investment decisions please pay close attention to the following:

  • This is a marketing communication. The content is published for informative purposes only and is in no way to be construed as investment advice or recommendation. It has not been prepared in accordance with legal requirements designed to promote the independence of investment research, and that it is not subject to any prohibition on dealing ahead of the dissemination of investment research.
  • Any investment decision is made by each client alone whereas Admirals shall not be responsible for any loss or damage arising from any such decision, whether or not based on the content.
  • With view to protecting the interests of our clients and the objectivity of the Analysis, Admirals has established relevant internal procedures for prevention and management of conflicts of interest.
  • The Analysis is prepared by an independent analyst Roberto Rivero, Freelance Contributor (hereinafter "Author") based on personal estimations.
  • Whilst every reasonable effort is taken to ensure that all sources of the content are reliable and that all information is presented, as much as possible, in an understandable, timely, precise and complete manner, Admirals does not guarantee the accuracy or completeness of any information contained within the Analysis.
  • Any kind of past or modeled performance of financial instruments indicated within the content should not be construed as an express or implied promise, guarantee or implication by Admirals for any future performance. The value of the financial instrument may both increase and decrease and the preservation of the asset value is not guaranteed.
  • Leveraged products (including contracts for difference) are speculative in nature and may result in losses or profit. Before you start trading, please ensure that you fully understand the risks involved.
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