Are you brand conscious? Does it have to be Tide (or Skippy, or Sony)? Most Americans do consider brand recognition and trust when making purchases, according to a new study by market research firm BrandSpark International.
The 2016 BrandSpark Most Trusted Awards winners for Consumer Packaged Goods (“CPG”) brands are 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 *.
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America’s 2016 Most Trusted – Food & Beverage Brands |
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Category |
BRAND |
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Baking |
Betty Crocker |
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Bread* |
Wonder Bread |
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Butter |
Land O’ Lakes |
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Cereal |
Kellogg’s |
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Cheese |
Kraft |
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Chocolate |
Hershey’s |
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Coffee |
Folgers |
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Egg |
Eggland’s Best |
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Energy Drink |
Monster |
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Frozen Pizza |
DiGiorno |
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Gum |
Trident |
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Ice Cream |
Breyers |
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Instant Rice* |
Minute Rice |
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Jam |
Smucker’s |
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Juice |
Tropicana |
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Ketchup |
Heinz |
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Mayonnaise |
Hellmann’s |
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Mexican Food |
Old El Paso |
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Mustard |
French’s |
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Non-Dairy Milk* |
Silk |
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Pasta |
Barilla |
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Peanut Butter |
Jif |
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Seasoning |
McCormick |
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Soft Drink |
Coca-Cola |
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Soup |
Campbell’s |
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Yogurt |
Yoplait |
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America’s 2016 Most Trusted – Health & Beauty Brands |
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Category |
BRAND |
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Acne Treatment |
Neutrogena |
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Adult Incontinence |
Poise |
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Adult Sunscreen |
Coppertone |
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Adult Tooth Pain Relief* |
Orajel |
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Adult Vitamin |
Centrum |
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Allergy Relief |
Claritin / Benadryl (tie) |
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Antacid* |
Tums |
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Anti-Aging Facial Care |
Olay |
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Arthritis Pain Relief* |
Aleve |
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Body Moisturizer |
Aveeno / Jergens (tie) |
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Body Wash |
Dove |
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Cold Sore Remedy* |
Abreva |
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Condom |
Trojan |
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Contact Lens Solution* |
Bausch & Lomb |
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Cough & Cold Remedy* |
Vicks |
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Electric Toothbrush* |
Oral-B |
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Facial Cleanser |
Neutrogena |
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Feminine Sanitary Product |
Always |
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Foundation |
CoverGirl |
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Hair Color |
L’Oréal |
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Hair Removal |
Nair |
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Hair Treatment |
L’Oréal |
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Headache Pain Relief* |
Tylenol |
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Lip Balm* |
Chapstick |
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Lip Color |
Revlon |
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Mascara |
Maybelline |
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Men’s Body Spray |
Axe |
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Men’s Deodorant / Antiperspirant |
Old Spice |
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Men’s Shampoo & Conditioner |
Head & Shoulders |
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Men’s Shaving |
Gillette |
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Men’s Skin Care |
Dove+Men Care |
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Mouthwash |
Listerine |
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Nutritional Supplement |
Nature Made |
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Sensitive Toothpaste* |
Sensodyne |
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Sleep Aid |
Vicks |
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Smoking Cessation* |
Nicorette |
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Teeth Whitening* |
Crest |
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Toothbrush |
Colgate |
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Toothpaste |
Crest |
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Topical Pain Relief |
Ben Gay / Icy Hot / Neosporin (tie) |
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Weight Loss Supplement* |
Slim-Fast |
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Women’s Deodorant / Antiperspirant |
Secret |
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Women’s Facial Skin Care |
Olay |
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Women’s Shampoo and Conditioner |
Pantene |
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Women’s Shaving |
Gillette Venus |
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America’s 2016 Most Trusted – Household Brands |
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Category |
BRAND |
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Air Freshener |
Febreze |
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Battery |
Duracell |
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Cat Food |
Purina |
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Cat Litter |
Purina |
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Cleaning Aids |
Clorox |
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Dish Soap |
Dawn |
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Dishwasher Detergent |
Cascade |
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Dog Food |
Purina |
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Dog Treat |
Milk-Bone / Purina (tie) |
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Fabric Softener |
Downy |
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Flea and Tick Control |
Advantage |
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Floor Cleaner |
Mr. Clean / Pine-Sol (tie) |
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Food Storage |
Ziploc |
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Garbage Bag |
Glad |
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Hand Soap |
Dial |
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Household Cleaning |
Lysol |
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Insect Repellent |
Off! |
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Laundry Detergent |
Tide |
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Laundry Stain Remover |
Shout |
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LED Light Bulbs* |
General Electric |
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Paint |
Behr |
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Paper Towel |
Bounty |
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Toilet Paper |
Charmin |
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Vacuum Cleaner* |
Shark |
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America’s 2016 Most Trusted – Kids Brands |
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CATEGORY |
BRAND |
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Baby Food |
Gerber |
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Baby Formula |
Enfamil / Similac (tie) |
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Baby / Kids Tooth Pain Relief* |
Orajel |
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Baby / Toddler Shampoo & Wash* |
Johnson’s Baby |
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Baby Wipe |
Huggies |
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Children’s Allergy Medication* |
Benadryl |
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Children’s Toy |
Fisher-Price |
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Children’s Vitamin |
Flintstones |
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Diaper |
Pampers |
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Infant / Children’s Pain & Fever Medication* |
Tylenol |
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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.
More details can be found at www.BrandSparkMostTrusted.com
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