NEW YORK, U.S. — Leading market research firm BrandSpark International yesterday announced the 2016 BrandSpark Most Trusted Awards winners for Consumer Packaged Goods (“CPG”) brands. The results were based on the annual BrandSpark American Shopper Study where over 38,000 shoppers determined the winning Food & Beverage, Health & Beauty, Household and Kids brands. The most trusted coffee brand is Folgers, which ranks at the 7th place, behind Hershey’s (chocolate).
“Whether buying products for a new baby, treating a headache, choosing the right acne product or even which brand of egg to buy, shoppers want to make sure they are bringing products from trusted brands into their homes. Now shoppers can find out which brands were most trusted by other shoppers in a national survey,” said Robert Levy, President and CEO of BrandSpark International. “The annual BrandSpark Most Trusted Awards honors the brands Americans trust most, those they would recommend to friends and neighbors. This award boosts shoppers confidence when making a purchase decision in store aisles.”
Survey participants named the CPG brands that they consider their Most Trusted in 106 categories. Listed below are the winners. New categories in the 2016 study include non-dairy milk, instant rice, tooth pain relief, children’s pain & fever remedy, LED light bulbs, vacuum cleaners, teeth whitening and lip balm, and are indicated by a *.
More details can be found at www.BrandSparkMostTrusted.com
What drives trust?
The BrandSpark American Shopper study uncovered some interesting statistics when it comes to brands American shoppers trust:
- 68% of American shoppers will try new products from the brands they trust most
- 67% try to purchase their trusted brand names on sale rather than buy generic or store brand versions. Yet 43% now say they are less loyal to brands than they were in the past, making it even more important for marketers to remind shoppers of the trusted relationship they’ve enjoyed with the brand’s products in the past.
America’s top CPG brands, the ones that have come to dominate their categories, have built consumer trust by offering a positive and consistent product experience, and frequently building on that with meaningful innovation, while maintaining a perception of strong value. These brands are also able to offer a product experience that appeals to a vast majority of consumers in their category.
- At the top of the list, 70% of ketchup buyers named Heinz as their top brand, while the same percentage of condom buyers cited Trojan.
- Gerber is the go-to brand for baby food of 58% of American parents with a baby at home, while those same parents look to Johnson’s Baby for shampoo and wash.
- Relatively young brands like Monster (Energy Drink), Axe (Men’s Body Spray) and Silk (Non-Diary Milk) rose to the top through innovation, expanding their category, and strong share of voice in the market, ensuring their target consumers experienced their products.
While trust is important to any purchase decision, the importance varies for different types of products:
- Trust is most important for baby and children’s products and pet food, where 3 in 4 shoppers buy the same brand name products regularly.
- Just behind that, 7 in 10 regularly stick with their top brand of deodorant or antiperspirant, ahead of other personal care categories.
- In food, butter tops the list with 66% regularly sticking with their preferred brand name. Toilet paper, baby food, yogurt, hot sauce, makeup, hair color and shampoo are other categories where 2 in 3 shoppers prefer to stick with their top brands.
For the full list of America’s Most Trusted CPG brands, by category, visit: www.BrandSparkMostTrusted.com
How winners are determined
More than 38,000 respondents in the BrandSpark American Shopper Study (between October and December, 2015), reflecting the profile of the American Household Shopper, determined the 2016 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 less than 1%, ties were declared.
About BrandSpark International
BrandSpark International is a leading brand, marketing and product innovation research company. With deep expertise in consumer packaged goods, BrandSpark has a global perspective on the drivers of innovation unlike any other research company, and understands the insights and content that brands need to launch and support new products. BrandSpark runs North America’s most credible consumer voted awards program for new products, the Best New Product Awards, and generates new product reviews, certified claims and insights through its’ shopper engagement platform, Shopper Army. 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
