BrandSpark International celebrates 10 years of trust expertise with the release of an extensive list of the brands most trusted by Americans earned across 215 consumer goods and service categories based on a national survey of 19,752 American shoppers representing 116,000 individual brand responses.
NEW YORK, Jan. 24, 2023 /PRNewswire/ - Market research firm BrandSpark International released their 2023 BrandSpark Most Trusted Awards ("BMTA") winners representing the annual list of the most trusted brands in America. The winning brands were determined by a national survey of 19,752 American shoppers who gave their top-of-mind, independent answers as to which brands they trust most and why in categories they have recently shopped. The 2023 BrandSpark American Trust Study is the most extensive study of brand trust across consumer categories, examining 215 product and service categories.
The BrandSpark Most Trusted Awards came to life a decade ago with the realization that trust defines the relationship between brands and consumers in good times and more challenging times. "As prices for consumer goods and services have increased substantially over the past number of years due to inflation and supply chain issues, consumers are much more likely to choose brands they trust the most to bring them great quality, service and value even when faced with less expensive alternatives" said Robert Levy, President and CEO of BrandSpark International. "We were very interested to see that major brand names have actually maintained their trust share notwithstanding increased competition from private label brands and other pricing challenges", Levy concluded.
This year, the BrandSpark Most Trusted Awards expanded into the very competitive automotive segment, with categories ranging from windshield repair/replacement, won by Safelite AutoGlass, car battery, won by Diehard, motor oil won by Pennzoil, automotive floor mats, won by WeatherTech and extended auto warranty (non-manufacturer), won by CarShield. "Despite being an experience that roughly 84% of Americans have daily, many consumers have limited knowledge about automotive issues and needs, leading to low familiarity and weak trust scores for many brands in the space," noted Philip Scrutton, VP of Shopper Insights, BrandSpark. "We saw an opportunity to explore the automotive segment and help consumers identify the brands that other Americans trust," Scrutton continued.
What makes trusted brands the most-shopped in a significant number of categories is the promise that they will deliver on quality and price - the two most significant drivers of trust. While brand trust plays an integral role in purchase decisions, brand loyalty is more nuanced, which gives secondary and even tertiary brands the opportunity to win over new consumers. Just because a brand is Most Trusted at a given moment does not mean that their top spot is necessarily secure. There are several avenues' brands can take to build a foundation of trust with consumers which can result in taking trust share from the current trust leader. "There is currently an opportunity for brands to attract new consumers with innovations that serve the needs brought about by the changing, more difficult economic landscape," shared Adam Bellisario, Associate Vice President, BrandSpark Most Trusted Awards. "If a consumer tries a new brand initially because of a promotion and that brand delivers on quality, a key driver of trust, the brand could have a new consumer for life." Bellisario continued.
In technology and related services, a highly competitive category where trust is particularly important, two brands emerged as leaders; T-Mobile and Verizon tied for Most Trusted Cellular Service Provider. "We believe that these brands have an opportunity to prioritize building trust as part of their communications strategy" noted Levy.
Among the top 20 most trusted brands overall, PepsiCo and Procter & Gamble tied with two brands each with the highest trust shares (PepsiCo; Oatmeal: Quaker and Hummus: Sabra); (P&G; Dish Soap: Dawn and Women's Shaving: Gillette Venus). Heritage brand Quaker scored the highest trust share and margin of trust in the Study. "It is surprising that so far no other real competitor has been able to challenge Quaker leaving it with a substantial trust lead – however we can anticipate potential competition from lower priced private label brands during the upcoming year," says Levy.
This year the laundry detergent categories were expanded to reflect substantial category innovation serving distinct consumer segments. It was a "clean" sweep for Tide in all five laundry detergent categories.
Procter & Gamble had the most winning brands on the list (23) which include:
- Baby Laundry Detergent: Dreft
- Bathroom Tissue: Charmin
- Denture Adhesive: Fixodent
- Diapers: Pampers (TIE)
- Dish Soap: Dawn
- Dishwasher Detergent: Cascade
- Dryer Sheets: Bounce
- Electric Toothbrush: Oral-B
- Fabric Softener: Downy
- Feminine Hygiene Pads: Always
- Fiber Supplement: Metamucil
- Laundry Detergent: Tide
- Laundry Detergent for Cold Water Washing: Tide
- Laundry Detergent for Deep Cleaning: Tide
- Laundry Detergent for Overall Value: Tide
- Laundry Detergent for Sensitive Skin: Tide
- Laundry Scent Booster (In-Wash): Downy
- Laundry Wrinkle Protection: Downy
- Men's Shaving: Gillette
- Paper Towels: Bounty
- Tampons: Tampax
- Teeth Whitening: Crest
- Women's Shaving: Gillette Venus
Johnson & Johnson accounted for 9 wins in health & personal care:
- Allergy Eye Drops: Visine
- Baby Wash/Shampoo: Johnson's Baby
- Back Pain Relief: Tylenol
- Children's Cough Medicine: Tylenol
- Eye Makeup Remover: Neutrogena
- Face Wipes: Neutrogena
- Hair Regrowth: Rogaine
- Headache Relief: Tylenol
- Mouthwash: Listerine
PepsiCo was a 6-category winner in food & beverage:
- Drink Carbonation System: SodaStream
- Hummus: Sabra
- Oatmeal: Quaker
- Pancake Mix: Pearl Milling Company (formerly Aunt Jemima)
- Rehydration Drink: Gatorade
- Tortilla Chips: Tostitos
Notably, SharkNinja scored four wins in home goods (air fryer (Ninja), deep fryer (Ninja), food processor (Ninja), and vacuum in a tie (Shark)), while Stanley Black & Decker (clothes iron (Black+Decker), toaster oven (Black+Decker), power tools DeWalt) and Kaz USA (thermostat (Honeywell), space heater in a tie (Honeywell), humidifier (Vicks)) each scored three.
The 2023 BrandSpark Most Trusted Awards winners are listed below. See details at www.BrandSparkMostTrusted.com and contact us for more information on any category.*
HOUSEHOLD & PET |
|
CATEGORY |
WINNER |
Adhesive Tape |
3M (Scotch) |
Bathroom Tissue |
Charmin |
Batteries |
Duracell |
BBQ Charcoal |
Kingsford |
BBQ Pellets |
Kingsford |
Cat Food |
Purina |
Cat Litter |
Purina Tidy Cats |
Dish Soap |
Dawn |
Dishwasher Detergent |
Cascade |
Dog Food |
Purina |
Dog Treats |
Milk-Bone |
Dryer Sheets |
Bounce |
Eco-Friendly Cleaning Products |
Seventh Generation / Mrs. Meyer's (TIE) |
Fabric Softener |
Downy |
Flea & Tick Prevention |
Frontline |
Food Storage Bags |
Ziploc |
Garbage Bags |
Hefty |
Insect Control |
Raid |
Laundry Detergent |
Tide |
Laundry Detergent for Cold Water Washing |
Tide |
Laundry Detergent for Deep Cleaning |
Tide |
Laundry Detergent for Overall Value |
Tide |
Laundry Detergent for Sensitive Skin |
Tide |
Laundry Scent Booster (In-Wash) |
Downy |
Laundry Stain Remover |
Shout |
Laundry Wrinkle Protection |
Downy |
Multi-Purpose Disinfecting Cleaner |
Lysol |
Paint (Interior & Exterior) |
Behr |
Paper Towels |
Bounty |
Single Serve Coffee Maker |
Keurig |
Strong Hold Glue |
Gorilla |
Toilet Bowl Cleaner |
Lysol |
Writing Instruments (i.e., Pens, Pencils) |
Bic |
Yarn for Knitting |
Red Heart |
HOME GOODS |
|
CATEGORY |
WINNER |
Air Fryer |
Ninja |
BBQ Grill |
Weber |
Clothes Iron |
BLACK+DECKER |
Clothes Steamer |
Conair |
Collectable Figures |
Funko Pop! |
Deep Fryer |
Ninja |
Drink Carbonation System |
SodaStream |
Electric Fan |
Lasko |
Food Processor |
Ninja |
Headphones (Over Ear) |
Beats / Sony (TIE) |
Home Sound System |
Bose |
Humidifier |
Vicks |
Luggage |
Samsonite |
Mattress-In-A-Box |
Purple |
Portable Cooler |
Igloo |
Portable Speaker |
JBL |
Power Tools |
DeWalt |
Space Heater |
Honeywell / Lasko (TIE) |
Stand Mixer |
KitchenAid |
Thermostat |
Honeywell |
Toaster Oven |
Black+Decker |
Toys |
Fisher-Price |
TV |
Samsung |
Vacuum |
Dyson / Shark (TIE) |
Washer / Dryer |
Whirlpool |
FOOD & BEVERAGE |
|
CATEGORY |
WINNER |
Baking |
Betty Crocker |
Bottled Water |
Dasani / Aquafina (TIE) |
Butter |
Land O' Lakes |
Canned Fruit |
Dole |
Canned Seafood |
StarKist |
Canned Tomatoes |
Hunt's |
Caramel Candy |
Werther's Original |
Cereal |
Kellogg's |
Chicken |
Tyson |
Cooking Oil Spray |
Pam |
Cooking Stock / Broth |
Swanson |
Cottage Cheese |
Daisy |
Dairy Free Cheese |
Daiya |
Eggs |
Eggland's Best |
Espresso Coffee |
Starbucks |
Frozen Entree |
Stouffer's |
Frozen Pizza |
DiGiorno |
Frozen Potato Products |
Ore-Ida |
Fruit Cups |
Dole |
Fruit Juice |
Minute Maid / Ocean Spray (TIE) |
Hot Sauce |
Frank's Red Hot |
Hummus |
Sabra |
Ice Cream Bars |
Klondike |
Jam & Jelly |
Smucker's |
Jerky |
Jack Link's |
Low Carb Packaged Foods |
Atkins |
Milk |
Great Value |
Mozzarella |
Kraft |
Oatmeal |
Quaker |
Organic Bread |
Dave's Killer Bread |
Pancake Mix |
Pearl Milling Company (formerly Aunt Jemima) |
Pasta |
Barilla |
Pasta Sauce |
Ragu |
Peanuts |
Planters |
Pepperoni |
Hormel |
Plant-Based Meat Alternative |
Beyond Meat |
Popcorn |
Orville Redenbacher's |
Pork |
Smithfield |
Premium Crackers |
Ritz |
Ready-To-Bake Dough |
Pillsbury |
Refrigerated Salad Dressing |
Hidden Valley |
Rehydration Drink |
Gatorade |
Salsa |
Pace |
Sausages |
Jimmy Dean |
Seasoning |
McCormick |
Shredded Cheese |
Kraft |
Sparkling Water |
LaCroix / Sparkling Ice (TIE) |
Tortilla (Wraps) |
Mission |
Tortilla Chips |
Tostitos |
White Bread |
Wonder |
Yogurt |
Yoplait |
HEALTH, BEAUTY & PERSONAL CARE |
|
CATEGORY |
WINNER |
Allergy Eye Drops |
Visine |
Back Pain Relief |
Tylenol |
Blood Glucose Monitor |
OneTouch |
Children's Cough Medicine |
Children's Tylenol |
Collagen Powder |
Vital Proteins |
Cough Drop |
Halls |
Denture Adhesive |
Fixodent |
Electric Toothbrush |
Oral-B |
Eye Makeup Remover |
Neutrogena |
Face Wipes |
Neutrogena |
Feminine Hygiene Pads |
Always |
Fiber Supplement |
Metamucil |
Flushable Wipes |
Cottonelle |
Hair Regrowth Products |
Rogaine |
Hair Removal (e.g., depilatories) |
Nair |
Hand Soap |
Dial / Softsoap (TIE) |
Headache Relief |
Tylenol |
Jock Itch Relief |
Lotrimin |
Laxative |
Dulcolax |
Manual Toothbrush |
Colgate |
Menopause Supplements |
Estroven |
Men's Body Hair Trimmer |
Wahl |
Men's Shaving |
Gillette |
Micellar Water |
Garnier |
Migraine Relief |
Excedrin |
Mouthwash |
Listerine |
Nasal Spray |
Flonase |
Pain Relief Patch |
Salonpas |
Pregnancy Test |
Clearblue |
Smoking Cessation |
Nicorette |
Tampons |
Tampax |
Teeth Whitening |
Crest |
Toothpaste |
Colgate |
UTI Prevention |
Azo |
Women's Shaving |
Gillette Venus |
BABY & KIDS |
|
CATEGORY |
WINNER |
Baby Laundry Detergent |
Dreft |
Baby Monitor |
Vtech |
Baby Wash / Shampoo |
Johnson's Baby |
Breast Pump |
Medela |
Diapers |
Pampers / Huggies (TIE) |
Dolls |
Barbie |
CLOTHING & SPORTING GOODS |
|
CATEGORY |
WINNER |
Action Camera |
GoPro |
Bike Helmet |
Schwinn / Bell (TIE) |
Electric Scooter (Stand-Up) |
Razor |
Men's Underwear |
Hanes |
Jeans |
Levi's |
Swimming Goggles |
Speedo |
Stationary Exercise Bike |
Peloton |
Tennis Racket |
Wilson |
Treadmill |
NordicTrack |
Women's Shapewear |
Spanx |
Yoga Wear |
Lululemon |
AUTOMOTIVE |
|
CATEGORY |
WINNER |
Automotive Floor Mats |
WeatherTech |
Auto Insurance Provider |
State Farm |
Automotive Tools |
Craftsman |
Car Battery |
Diehard |
Compact Car |
Honda / Toyota (TIE) |
Crossover SUV |
Chevrolet / Ford / Honda (TIE) |
Extended Auto Warranty (non-manufacturer) |
CarShield |
Full-Size Sedan |
Chevrolet / Honda / Toyota (TIE) |
Fully Electric Automobile |
Tesla |
Hybrid Gas / Electric Car |
Toyota |
Large SUV |
Chevrolet |
Motor Oil |
Pennzoil |
Online Used Car Dealer |
CarMax / Carvana (TIE) |
Pickup Truck |
Ford |
Quick Oil Change Service |
Jiffy Lube |
Retailer of Auto Parts |
AutoZone |
Roadside Assistance Provider |
AAA |
Tire Sales & Service |
Discount Tire (America's Tire) |
Windshield Repair / Replacement |
Safelite AutoGlass |
SERVICES & RETAIL |
|
CATEGORY |
WINNER |
Bank |
Bank of America / Chase (TIE) |
Bank (California) |
Bank of America / Chase (TIE) |
Bank (Florida) |
Bank of America |
Bank (New York) |
Chase |
Bank (Texas) |
Bank of America / Chase (TIE) |
Cashback Credit Card |
Capital One / Discover (TIE) |
Cellular Service Provider |
T-Mobile / Verizon (TIE) |
Food Delivery App |
DoorDash |
High Speed Internet Provider |
Xfinity |
Home Insurance Provider |
State Farm |
Home Phone Service Provider |
AT&T |
Home Repair Service App / Site |
Angi (formerly Angie's List) |
Home Security Provider |
ADT |
Junk Removal Service |
1-800-GOT-JUNK? |
Large File Sending (non-email) |
Dropbox |
Lower Fee Investment Brokerage |
Fidelity Investments |
Loyalty Program |
Kroger Rewards |
Meal Kit Delivery Service |
HelloFresh |
No Annual Fee Credit Card |
Capital One / Discover (TIE) |
Online Restaurant Reservation App / Site |
OpenTable |
Online Sports Betting |
FanDuel / DraftKings (TIE) |
Pharmacy |
CVS |
Real Estate Agency |
RE/MAX |
Retailer of Hunting & Fishing Gear |
Bass Pro Shops & Cabela's |
Retailer of Outdoors & Camping Gear |
Bass Pro Shops & Cabela's |
Self Storage Warehouse |
Public Storage / U-Haul (TIE) |
Short-term Rental Booking Site |
Airbnb |
Streaming Service for Children's Content |
Disney+ |
Streaming Service for Quality Content |
Netflix |
Streaming Service for Sports |
ESPN |
Travel Rewards Credit Card |
Capital One / Chase (TIE) |
TV Service Provider |
Xfinity |
Virtual Meeting / Video Conferencing |
Zoom |
Weight Loss Program |
WW (Weight Watchers) |
In the 2023 BrandSpark American Trust Study, 19,752 American shoppers determined the BrandSpark Most Trusted Awards winners for 2023 through their top-of-mind unaided responses for categories in which they shop and services which they use. The results are ranked based on the greatest volume of mentions as the most trusted brand in the category (ties are declared if the margin of victory is within 3%).
Founded in 2001, BrandSpark International is a marketing research firm that uniquely combines real world omni-channel consumer insights with a deep understanding of competitive context, providing our clients with highly actionable insights. We are strategic thinkers and storytellers that fuse our passion for insights with our clients' need to drive results. Our multi-disciplinary, highly responsive team takes a customized consulting approach to solving brand and marketing challenges, refining brand positioning, building consumer trust, and improving success with new product launches.
Newsweek will feature the winners and will offer winning brands unique high-value advertising opportunities for brands anchored by editorial content. The BrandSpark Most Trusted Awards has updated its highly influential logo to include the iconic and instantly recognizable Newsweek logo to generate even more impact for shoppers and brands.
*Permission and authorization from Best New Product Awards Inc. are required to reference the BrandSpark Most Trusted Awards win or use the Most Trusted Logo or winning Claims.
SOURCE BrandSpark International
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