Annual National Study Reveals Which Brands Are Most Trusted As Voted By More Than 38,000 Americans

Food & Beverage, Health & Beauty, Household and Kids Consumer Packaged Goods Brands Named in 106 Categories

Feb 09, 2016, 09:00 ET from BrandSpark International

NEW YORK, Feb. 9, 2016 /PRNewswire/ -- Leading market research firm BrandSpark International today 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.

"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

America's 2016 Most Trusted - Food & Beverage Brands

Category

BRAND

Baking

Betty Crocker

Bread*

Wonder Bread

Butter

Land O' Lakes

Cereal

Kellogg's

Cheese

Kraft

Chocolate

Hershey's

Coffee

Folgers

Egg

Eggland's Best

Energy Drink

Monster

Frozen Pizza

DiGiorno

Gum

Trident

Ice Cream

Breyers

Instant Rice*

Minute Rice

Jam

Smucker's

Juice

Tropicana

Ketchup

Heinz

Mayonnaise

Hellmann's

Mexican Food

Old El Paso

Mustard

French's

Non-Dairy Milk*

Silk

Pasta

Barilla

Peanut Butter

Jif

Seasoning

McCormick

Soft Drink

Coca-Cola

Soup

Campbell's

Yogurt

Yoplait

America's 2016 Most Trusted - Health & Beauty Brands

Category

BRAND

Acne Treatment

Neutrogena

Adult Incontinence

Poise

Adult Sunscreen

Coppertone

Adult Tooth Pain Relief*

Orajel

Adult Vitamin

Centrum

Allergy Relief

Claritin / Benadryl (tie)

Antacid*

Tums

Anti-Aging Facial Care

Olay

Arthritis Pain Relief*

Aleve

Body Moisturizer

Aveeno / Jergens (tie)

Body Wash

Dove

Cold Sore Remedy*

Abreva

Condom

Trojan

Contact Lens Solution*

Bausch & Lomb

Cough & Cold Remedy*

Vicks

Electric Toothbrush*

Oral-B

Facial Cleanser

Neutrogena

Feminine Sanitary Product

Always

Foundation

CoverGirl

Hair Color

L'Oréal

Hair Removal

Nair

Hair Treatment

L'Oréal

Headache Pain Relief*

Tylenol

Lip Balm*

Chapstick

Lip Color

Revlon

Mascara

Maybelline

Men's Body Spray

Axe

Men's Deodorant / Antiperspirant

Old Spice

Men's Shampoo & Conditioner

Head & Shoulders

Men's Shaving

Gillette

Men's Skin Care

Dove+Men Care

Mouthwash

Listerine

Nutritional Supplement

Nature Made

Sensitive Toothpaste*

Sensodyne

Sleep Aid

Vicks

Smoking Cessation*

Nicorette

Teeth Whitening*

Crest

Toothbrush

Colgate

Toothpaste

Crest

Topical Pain Relief

Ben Gay / Icy Hot / Neosporin (tie)

Weight Loss Supplement*

Slim-Fast

Women's Deodorant / Antiperspirant

Secret

Women's Facial Skin Care

Olay

Women's Shampoo and Conditioner

Pantene

Women's Shaving

Gillette Venus

America's 2016 Most Trusted - Household Brands

Category

BRAND

Air Freshener

Febreze

Battery

Duracell

Cat Food

Purina

Cat Litter

Purina

Cleaning Aids

Clorox

Dish Soap

Dawn

Dishwasher Detergent

Cascade

Dog Food

Purina

Dog Treat

Milk-Bone  / Purina (tie)

Fabric Softener

Downy

Flea and Tick Control

Advantage

Floor Cleaner

Mr. Clean / Pine-Sol (tie)

Food Storage

Ziploc

Garbage Bag

Glad

Hand Soap

Dial

Household Cleaning

Lysol

Insect Repellent

Off!

Laundry Detergent

Tide

Laundry Stain Remover

Shout

LED Light Bulbs*

General Electric

Paint

Behr

Paper Towel

Bounty

Toilet Paper

Charmin

Vacuum Cleaner*

Shark

America's 2016 Most Trusted - Kids Brands                     

CATEGORY

BRAND

Baby Food

Gerber

Baby Formula

Enfamil / Similac (tie)

Baby / Kids Tooth Pain Relief*

Orajel

Baby / Toddler Shampoo & Wash*

Johnson's Baby

Baby Wipe

Huggies

Children's Allergy Medication*

Benadryl

Children's Toy

Fisher-Price

Children's Vitamin

Flintstones

Diaper

Pampers

Infant / Children's Pain & Fever Medication*

Tylenol

Kids Sunscreen

Coppertone

 

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

Contact:

Jill Budik


Spotlight Media Relations


(212) 489-8774


jill@spotlightmediarelations.com

 

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SOURCE BrandSpark International



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