Results of Reader's Digest Most Trusted Brands in America Announced

More than 4,500 Americans Participated To Award Trusted Brands in Almost 40 Categories

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Sep 15, 2015, 10:00 ET

NEW YORK, Sept. 15, 2015 /PRNewswire/ -- Reader's Digest today announced the results of the Reader's Digest Trusted Brand^SM Survey, which makes its debut in the United States in the October issue, on newsstands September 15. More than 4,500 Americans across the nation took part in the online survey, which awarded the "Reader's Digest Most Trusted Brand" title to winners in 40 product categories, including hair color, vitamin supplement, laundry detergent, coffee retailer, cold cereal, pet food, bottled water, body lotion/moisturizer and more.

"Trust has always been an integral component of the fabric that makes up Reader's Digest," said Liz Vaccariello, Chief Content Officer and Editor-In-Chief. "This survey allows us to help shed light on why Americans gravitate toward certain brands."

The survey revealed that trust plays a major role in consumer decision making, with 79 percent of survey participants reporting that they would choose a brand that's been identified as "trusted" over another brand when product quality and price are similar. In addition, according to the study, 75 percent of U.S. adults surveyed agree it's important to trust the companies they support. Eight in ten (82 percent) report that they trust a company that will stand behind their products, and more than 40 percent said the Reader's Digest Most Trusted Brands seal would likely have an effect on their trust or decision to purchase a product or service.

The Reader's Digest Most Trusted Brands are:

Airline: Southwest
Automobile (car/SUV) – Domestic: Ford
Automobile (car/SUV) – Import: Toyota
Automotive insurance: State Farm
Bathroom tissue: Charmin
Body lotion/moisturizer (excluding facial creams): Jergens and Aveeno (Statistical Tie)
Bottled water: Dasani
Coffee: Folgers
Cold & flu remedy: NyQuil
Cold cereal: Kellogg's
Computer (desktop/laptop): Dell & Hewlett Packard (Statistical Tie)
Credit card: Visa
Cruise line: Carnival
Deodorant/antiperspirant (men's): Old Spice
Deodorant/antiperspirant (women's): Secret
Eye care product/eye health (excluding services, lenses and frames): Visine
Facial moisturizer/cream: Olay
Fast food/casual dining: McDonald's
Hair color: L'Oreal
Headache/pain reliever: Tylenol
Herbal supplements (non-vitamin): Nature Made
Home entertainment electronics (excluding cell phones, computers and tablets): Sony
Household air freshener/deodorizer: Glade
Household cleaning product: Lysol
Juice: Tropicana
Laundry detergent: Tide
Life insurance Company: MetLife
Mass merchandiser retail store: Walmart
Mobile phone/tablet: Apple
National hotel chain/resort: Marriott and Hilton (Statistical Tie)
National pharmacy/drug store: CVS and Walgreens (Statistical Tie)
Online shopping site: Amazon
Paper towels: Bounty
Pet care products (excluding food): Hartz
Pet food: Purina
Shampoo/conditioner: Pantene
Sleep aid (non-prescription, excluding cold/pain): ZzzQuil and Unisom (Statistical Tie)
Soap/body wash: Dove
Soup: Campbell's
Spices/seasonings: McCormick
Toothpaste: Crest
Vitamin supplement: Nature Made

Reader's Digest first launched the Trusted Brands survey in Asia in 2000. It has since grown into a global initiative, spanning 25 countries, where it is used to gauge consumer attitudes and opinions related to products, services and professions, and to recognize the world's most trusted brands.

Reader's Digest saw the value in bringing the stamp of consumer approval to the U.S. as a way for shoppers to share their knowledge and recommendations for brands and the products they trust. The survey also helps brands understand how consumers shop, what they look for in various categories and how trust impacts their purchase decisions and behaviors.

The full list of Reader's Digest Most Trusted Brands can be found in the October issue of Reader's Digest, on sale September 15 and available online at rd.com/trust.

Follow Reader's Digest on Facebook, Twitter and Instagram, and join the conversation with #RDTrustedBrands.

About the Survey
These are findings from an Ipsos Connect study conducted for Reader's Digest from March 5 to March 20, 2015. For the survey, a sample of 4,503 U.S. adults was interviewed online. The precision of online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 1.7 percentage points. The data were weighted to U.S. Census data by age, gender, income and geography. Statistical margins of error are not applicable to online surveys. All sample surveys may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding.

Winning brands were determined by absolute vote and confirmed to be statistically significant from the other brand(s). Any category where the winning brand was not significantly different from the other brands was considered a tie. Any brands that were classified by the respondent incorrectly were disqualified.

About Reader's Digest
Reader's Digest simplifies and enriches consumers' lives by discovering and expertly selecting the most interesting ideas, stories, experiences and products in health, home, family, food, finance and humor. Reader's Digest is available online at RD.com; in print; via digital download on iPad, mobile apps, Kindle, Kindle Fire, Nook, Sony Reader and Zinio; books and home entertainment products; Facebook, Twitter and other social media outlets.

For more information, contact:
Savannah Bassett
Goodman Media International for Reader's Digest
[email protected]
212.576.2700

SOURCE Reader's Digest