Canadians Name Most-Trusted CPG Brands
In its quest to uncover the drivers of trust and understand why specific brands resonate with consumers, market research firm BrandSpark International recently polled more than 95,000 Canadians about their most-trusted brands in 60 consumer-packaged goods (CPG) categories. Listed below is a selection of the winners above the border. Click here to see the full list of winners.
So, what drives trust? Consumers' reasons for citing a brand as their most trusted vary by category. Quality perceptions and taste drive which Food brands are most trusted, while taste preferences are most cited as the reason for favoring one Beverage brand over others. For Health and Beauty brands, trust is built on quality perceptions, effectiveness - does the brand meet personal needs - and perception of a fair price. For Household brands, consumers most often cite effectiveness and for Kids' brands, a guarantee of gentleness is most important.
"Brand trust is important when deciding what to buy. Our study shows more than 70% of Canadians place a high importance on established trust in a brand when purchasing a product," says Robert Levy, president and CEO of BrandSpark International.
When considering purchase of a new product, Canadians consider it extremely or very important that products come from a brand that they trust:
• 69% for a new Food & Beverage product
• 70% for a new Health & Beauty product
• 75% for a new Household product
• 78% for a new Kids' product
About the Study
More than 95,000 respondents, reflecting the profile of the Canadian Household Shopper, determined Canada's Most Trusted Brands for 2014 through their "top of mind" responses for categories in which they purchase. BrandSpark researchers analyzed the unaided responses and the reasons for choosing the brand. The Most Trusted Brands were ranked based on the greatest volume of mentions, and when the difference between brands was not statistically significant, ties were declared.
BrandSpark has been measuring brand trust for many years and previously launched the Most Trusted Brands Program in Mexico and China. The Most Trusted Brands differ by country and the entire list can be found at www.BrandSparkTrustedBrands.com.
| Food & Beverage | |
| CATEGORY | MOST TRUSTED BRANDS |
| Cereal | Kellogg's |
| Packaged Meat | Maple Leaf |
| Juice | Tropicana |
| Health & Beauty | |
| CATEGORY | MOST TRUSTED BRANDS |
| Body Wash | Dove |
| Lipstick | Revlon |
| Hair Removal | Nair |
| Household | |
| CATEGORY | MOST TRUSTED BRANDS |
| Air Freshener | Febreze |
| Fabric Softener | Downy |
| Laundry Stain Remover | Resolve |
| Kids | |
| CATEGORY | MOST TRUSTED BRANDS |
| Baby Formula | Similac |
| Diaper | Pampers |
| Kid's Toothpaste | Colgate |
So, what drives trust? Consumers' reasons for citing a brand as their most trusted vary by category. Quality perceptions and taste drive which Food brands are most trusted, while taste preferences are most cited as the reason for favoring one Beverage brand over others. For Health and Beauty brands, trust is built on quality perceptions, effectiveness - does the brand meet personal needs - and perception of a fair price. For Household brands, consumers most often cite effectiveness and for Kids' brands, a guarantee of gentleness is most important.
"Brand trust is important when deciding what to buy. Our study shows more than 70% of Canadians place a high importance on established trust in a brand when purchasing a product," says Robert Levy, president and CEO of BrandSpark International.
When considering purchase of a new product, Canadians consider it extremely or very important that products come from a brand that they trust:
• 69% for a new Food & Beverage product
• 70% for a new Health & Beauty product
• 75% for a new Household product
• 78% for a new Kids' product
About the Study
More than 95,000 respondents, reflecting the profile of the Canadian Household Shopper, determined Canada's Most Trusted Brands for 2014 through their "top of mind" responses for categories in which they purchase. BrandSpark researchers analyzed the unaided responses and the reasons for choosing the brand. The Most Trusted Brands were ranked based on the greatest volume of mentions, and when the difference between brands was not statistically significant, ties were declared.
BrandSpark has been measuring brand trust for many years and previously launched the Most Trusted Brands Program in Mexico and China. The Most Trusted Brands differ by country and the entire list can be found at www.BrandSparkTrustedBrands.com.