NEW YORK--(BUSINESS WIRE)--Leading market research firm BrandSpark International today announced the 2015 BrandSpark Most Trusted Awards winners (in partnership with Better Homes and Gardens) for Consumer Packaged Goods (“CPG”) brands. More than 80,000 American shoppers determined the winning Food & Beverage, Health & Beauty, Household and Kids brands.
“The 2015 BrandSpark Most Trusted Awards honor CPG brands that are dependable, well-known and in most cases, have been part of American family life for generations,” said Robert Levy, President and CEO of BrandSpark International. “Our study shows 7 in 10 Americans place a high importance on established trust in a brand when purchasing a new product. The BrandSpark Most Trusted Awards help shoppers make purchasing decisions by easily identifying the brands that are most trusted by other consumers. This is especially useful to consumers shopping in unfamiliar categories.”
In 101 categories, poll participants named the CPG brands that they consider their Most Trusted. Listed below are the winners. More details can be found at www.BrandSparkMostTrusted.com
| America’s 2015 Most Trusted - Food & Beverage Brands | |||
| CATEGORY | BRAND | ||
| Baking | Betty Crocker | ||
| Bottled Water | Dasani | ||
| Butter | Land O’ Lakes | ||
| Cereal | Kellogg’s | ||
| Cheese | Kraft | ||
| Chips | Lay’s | ||
| Chocolate | Hershey’s | ||
| Coffee | Folgers | ||
| Cookie | Nabisco | ||
| Egg | Eggland’s Best | ||
| Energy Drink | Monster / Red Bull (Tie) | ||
| Frozen Pizza | DiGiorno | ||
| Gum | Trident | ||
| Hot Sauce | Frank’s RedHot / Tabasco (Tie) | ||
| Ice Cream | Breyers | ||
| Instant Coffee | Folgers | ||
| Jam | Smucker’s | ||
| Juice | Tropicana | ||
| Ketchup | Heinz | ||
| Mayonnaise | Hellmann’s | ||
| Mexican Food | Old El Paso | ||
| Mustard | French’s | ||
| Pasta | Barilla | ||
| Pasta Sauce | Ragú / Prego (Tie) | ||
| Peanut Butter | Jif | ||
| Rice | Uncle Ben’s | ||
| Salad Dressing | Kraft | ||
| Seasoning | McCormick | ||
| Soft Drink | Coca-Cola | ||
| Soup | Campbell’s | ||
| Tea | Lipton | ||
| Yogurt | Yoplait | ||
| America’s 2015 Most Trusted - Health & Beauty Brands | |||
| CATEGORY | BRAND | ||
| Acne Treatment | Neutrogena / Clearasil (Tie) | ||
| Adult Incontinence | Poise | ||
| Adult Sunscreen | Coppertone / Neutrogena (Tie) | ||
| Adult Vitamin | Centrum | ||
| Allergy Relief | Claritin | ||
| Anti-Aging Moisturizer | Olay | ||
| Body Lotion | Aveeno | ||
| Body Wash | Dove | ||
| Bug Repellant | Off! | ||
| Condom | Trojan | ||
| Cough & Cold Remedy | Vicks | ||
| Electric Shaver | Philips Norelco | ||
| Facial Cleanser | Neutrogena / Olay (Tie) | ||
| Feminine Sanitary Product | Always | ||
| Foundation | CoverGirl | ||
| General Pain Relief | Tylenol / Advil (Tie) | ||
| Hair Color | L’Oréal | ||
| Hair Removal | Nair | ||
| Hair Treatment | Pantene/ L’Oréal (Tie) | ||
| Lipstick | Revlon | ||
| Mascara | Maybelline | ||
| Men’s Antiperspirant – Deodorant | Old Spice | ||
| Men’s Body Spray | Axe | ||
| Men’s Shampoo & Conditioner | Head & Shoulders | ||
| Men’s Shaving | Gillette | ||
| Men’s Skin Care | Dove Men + Care | ||
| Mouthwash | Listerine | ||
| Nail Care | Sally Hansen | ||
| Nutritional Supplement | Nature Made | ||
| Sleep Aid | Vicks | ||
| Toothbrush | Oral-B | ||
| Toothpaste | Crest | ||
| Topical Pain Relief | BenGay / Icy Hot (Tie) | ||
| Upset Stomach Remedy | Pepto-Bismol | ||
| Women’s Deodorant/Anti-Perspirant | Secret | ||
| Women’s Facial Skin Care | Olay | ||
| Women’s Hair Styling | Pantene | ||
| Women’s Shampoo & Conditioner | Pantene | ||
| Women’s Shaving | Gillette Venus | ||
| America’s 2015 Most Trusted - Household Brands | |||
| CATEGORY | BRAND | ||
| Air Freshener | Febreze / Glade (Tie) | ||
| Bathroom Tissue | Charmin | ||
| Battery | Duracell | ||
| Cat Food | Purina | ||
| Cat Litter | Purina | ||
| Cleaning Aid | Swiffer | ||
| Dish Soap | Dawn | ||
| Dishwasher Detergent | Cascade | ||
| Dog Food | Purina | ||
| Fabric Softener | Downy | ||
| Flea and Tick Control | Frontline / Bayer (Tie) | ||
| Floor Cleaner | Swiffer | ||
| Food Storage | Ziploc | ||
| Garbage Bag | Glad | ||
| Hand Soap | Softsoap / Dial (Tie) | ||
| Household Cleaning | Lysol | ||
| In-Wash Scent Booster | Downy | ||
| Laundry Detergent | Tide | ||
| Laundry Stain Remover | Shout | ||
| Lawn Care | Scotts | ||
| Paint | Behr | ||
| Paper Towel | Bounty | ||
| America’s 2015 Most Trusted - Kids Brands | |||
| CATEGORY | BRAND | ||
| Baby Food | Gerber | ||
| Baby Formula | Similac | ||
| Baby Wipes | Huggies | ||
| Children’s Toy | Fisher-Price | ||
| Children’s Vitamin | Flintstones | ||
| Diaper | Pampers | ||
| Kids Sunscreen | Coppertone | ||
| Kids Toothpaste | Kid’s Crest | ||
What drives trust?
When considering purchase of a new product, Americans consider it extremely or very important that products come from a brand that they trust:
- 72% for a new Beauty product
- 71% for a new Household Care product
- 68% for a new Personal Care product
- 65% for a new Health product
- 63% for a new Food & Beverage product
Consumers' reasons for citing a brand as being their most trusted vary by category. Quality perceptions and taste drive which Food brands are most trusted, while taste preferences are most often cited as the reason for favoring one Beverage brand over others. For Health and Beauty brands, trust is built on effectiveness, how the brand meets personal needs, and perception of a fair price. For Household brands, consumers most often cite effectiveness, while for Kids’ brands, a guarantee of safety and gentleness is most important.
When Americans were asked to rate what increases their trust in a brand, at the top of the list was responding quickly to serious product issues, cited by 70% as “greatly” increasing trust in a brand. Pricing and promotion also play a role in brand trust, with 50% saying that consistent pricing greatly increases their affinity for a brand, and just 33% saying the same about “high value promotions”. Positive social actions may also increase trust, with 66% saying that support for charitable causes would positively increase their trust in a brand, though only 20% said it would greatly increase it.
How winners are determined
More than 80,000 respondents in the BrandSpark/Better Homes and Gardens American Shopper Study, reflecting the profile of the American Household Shopper, determined the 2015 BrandSpark Most Trusted Awards winners through their “top of mind” responses for categories in which they purchase. BrandSpark researchers analyzed the unaided responses and the reasons for trusting the brand. The results were ranked based on the greatest volume of mentions, and if the difference between brands was not significant, ties were declared.
About the 2015 BrandSpark/Better Homes and Gardens American Shopper Study
The 2015 BrandSpark/Better Homes and Gardens American Shopper Study saw more than 80,000 respondents contribute their opinions during October and November 2014. Companion studies are also conducted in seven other markets across the globe.
About BrandSpark International
BrandSpark International is a leading brand, marketing and product innovation research company. Its comprehensive and innovative research approach gets at the heart of how consumers think, why they act the way they do, and what clients need to do about it. With deep expertise in consumer packaged goods, BrandSpark has a global perspective on the drivers of innovation unlike any other research company. For more information, visit www.BrandSpark.com
BrandSpark manages the BrandSpark Most Trusted Awards program in Canada, Mexico, Turkey and China. The BrandSpark Most Trusted Awards results differ by country and the entire list can be found at www.BrandSparkMostTrusted.com
