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Canada’s most trusted consumer packaged goods (CPG) brands announced: 20,000 Canadians vote for their most trusted brands in national survey
Food & Beverage, Health & Beauty, Household & Pets and Kids & Babies
trusted brands named in 115 Categories
TORONTO, ONTARIO (May 11, 2017) – Leading market research firm BrandSpark International today announced the 2017 winners of the BrandSpark Most Trusted Awards for consumer packaged goods (CPG) brands. The results were tabulated from the annual BrandSpark Canadian Shopper Study where more than 20,000 consumers determined Canada’s most trusted Food & Beverage, Health & Beauty, Household & Pets and Kids & Babies brands.
“We live in a time where decades of brand trust can instantly be destroyed in 140 characters or less. Consumer trust is critical for brand survival,” said Robert Levy, President and CEO of BrandSpark International.
What builds brand trust?
“Canada’s top CPG brands, the ones that dominate in their categories, have built consumer trust by offering a positive and consistent product experience. They frequently build on this trust with meaningful innovation while maintaining a perception of strong value,” said Levy. “These brands also offer a product experience that appeals to a vast majority of consumers in their category.”
A recognized brand remains a crucial way for shoppers to identify products and set expectations about quality and value. “Just 17% of shoppers state they buy whichever product offers the best price, so brand trust is a key influencer on the purchasing decision,” added Levy. “Most shoppers will opt to buy one of their trusted brands first with price being the final factor in their decision. In fact, brand trust is especially important when trying new products, with 66% of Canadians saying they try new products from the brands they trust most.”
When shoppers aren’t familiar with a brand or product, they are looking more than ever for endorsements from other consumers. In fact, in the Canadian Shopper Study, 77% of respondents stated that they trust consumer-voted awards for brand endorsements with trust strong from Millennials to older shoppers. For health & beauty products, consumer-voted awards are the most influential endorsements outside of medical professionals and direct friends and family. 46% of shoppers say that consumer awards are influential to their beauty purchases, increasing among Millennial beauty shoppers to 57%.
Canadians also trust brands that they perceive as fair and ethical. Day-to-day, this often means a reasonable price for the brand’s products. While usually secondary to delivering a strong product experience and value, support of social causes can also elevate trust in a brand. “The strongest instances of cause-marketing happen when a brand takes a position that entails some business risk or financial cost, suggesting to like-minded consumers that the brand’s position is authentic,” said Levy.
“Speaking to consumers in a way that resonates with their particular perspective and experience helps to create an emotional response that builds a foundation for a deeper level of trust,” added Levy. “To maintain the advantage of a positive connection to the brand, manufacturers need to continue to provide consumers with great products that reaffirm their trust.”
What happens when brands “mess up”?
Consumers trust brands that respond to problems quickly and transparently. “While major product issues reveal brands to be fallible, as long as they are not repeated, Canadians are willing to forgive and recognize that mistakes can be learned from,” said Levy. “It is crucial for brands to rebuild at these times by taking responsibility, addressing the problem, and explaining what steps they will take to avoid the issue in the future.” 62% of shoppers said that brands who “respond quickly to serious product issues” greatly increase their trust, more impactful than any other brand action.
BrandSpark Most Trusted Awards 2017 Winners
“The BrandSpark Most Trusted Award winners are brands that have continually met consumer expectations with consistent quality, often elevated with timely innovation, and allowed shoppers to build a connection with the brand through great experiences,” said Levy. Following is the complete list of BrandSpark Most Trusted Award winners.
|Health & Beauty Products||2017 Winning Brand(s)|
|Adult Tooth Pain Relief||Orajel|
|Arthritis Pain Relief||Tylenol|
|Cold Sore Remedy||Abreva|
|Contact Lens Solution||Bausch & Lomb|
|Cough & Cold Remedy||Buckley’s | Tylenol (tie)|
|Feminine Sanitary Product||Always|
|Green Food Supplements||Genuine Health|
|Headache Pain Relief||Tylenol|
|Lip Balm||Burt’s Bees|
|Mascara||CoverGirl | Maybelline (tie)|
|Men’s Antiperspirant | Deodorant||Old Spice|
|Men’s Body Wash||Dove|
|Men’s Hair Styling||Dove|
|Men’s Skin Care||Dove|
|Nail Polish||Sally Hansen | OPI (tie)|
|Sensitive Skin Care||Aveeno|
|Shampoo & Conditioner (Men)||Head & Shoulders|
|Shampoo & Conditioner (Women)||Pantene|
|Topical Pain Relief||Voltaren|
|Weight Loss Program||Weight Watchers|
|Women’s Antiperspirant | Deodorant||Secret|
|Women’s Hair Styling||TRESemmé|
|Food & Beverage Products||2017 Winning Brand(s)|
|Artisan Bread||Ace Bakery|
|Canned Fish||Clover Leaf|
|Chocolate||Lindt | Cadbury (tie)|
|Cottage Cheese||Gay Lea|
|Energy Drink||Red Bull | Monster (tie)|
|Frozen Fish||High Liner|
|Granola & Breakfast Bars||Nature Valley|
|Packaged Meat||Maple Leaf|
|Protein Bar||Clif Bar|
|Sour Cream||Gay Lea|
|Household & Pets Products||2017 Winning Brand(s)|
|Blender | Juicer||Ninja|
|Drink Carbonation System||Soda Stream|
|Eco-Friendly Cleaning Products||Green Works|
|Flea & Tick Control||Bayer|
|Floor Cleaner||Mr. Clean|
|Household Cleaning||Mr. Clean|
|Laundry Stain Remover||Resolve|
|Kids & Babies Products||2017 Winning Brand(s)|
|Baby/Kids’ Tooth Pain Relief||Orajel|
|Children’s Allergy Medication||Benadryl|
|Children’s Toy||Fisher Price|
|Infant/Children’s Pain & Fever Medication||Tylenol|
How winners are determined
More than 20,000 Canadian shoppers determined the BrandSpark Most Trusted Awards winners for 2017 through their “top of mind” unaided responses for categories in which they purchase. The results are ranked based on the greatest volume of mentions (ties are declared if the margin of victory is within 1%). The questions were included in an annual consumer survey, the BrandSpark Canadian Shopper Study.
BrandSpark also conducts the Most Trusted Awards annually in the United States.
About the 2017 BrandSpark Canadian Shopper Study
The 2017 BrandSpark Canadian Shopper Study presents the results of one of Canada’s most comprehensive surveys of shopper attitudes and behaviour. More than 20,000 respondents contributed to this year’s survey, representing the national profile of household shoppers. This is the fourteenth year the study was conducted. For more information, visit www.BrandSpark.com.
About BrandSpark International
BrandSpark International uniquely combines real world consumer insight with marketing credentials and services. BrandSpark Insight gets at the heart of WHAT consumers think, WHY they act the way they do, and HOW marketers need to respond to successfully grow their business.
BrandSpark Marketing Services runs major CPG awards programs Best New Product Awards, BrandSpark Most Trusted Awards and consumer product endorsement and amplification platform, Shopper Army.
For more information, visit www.BrandSpark.com.