Insights & Ideas


Welcome to BrandSpark’s Insights & Ideas where we aim to inspire you to think in new ways about brand strategy, Shoppers Insights and innovation.


Recent Posts



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 Incontinence Poise
Adult Sunscreen Coppertone
Adult Tooth Pain Relief Orajel
Adult Vitamin Jamieson
Allergy Relief Reactine
Antacid Tums
Antinauseant Gravol
Arthritis Pain Relief Tylenol
Body Moisturizer Aveeno
Body Wash Dove
Cold Sore Remedy Abreva
Condom Trojan
Contact Lens Solution Bausch & Lomb
Cough & Cold Remedy Buckley’s | Tylenol (tie)
Cough Drop Halls
Diarrhea Remedy Imodium
Electric Toothbrush Oral-B
Facial Cleanser Olay
Facial Skincare Olay
Feminine Sanitary Product Always
Foundation CoverGirl
Green Food Supplements Genuine Health
Hair Colour L’Oréal
Hair Dryer Conair
Hair Removal Nair
Hand Soap Dove
Headache Pain Relief Tylenol
Laxative Senokot
Lip Balm Burt’s Bees
Lip Colour Revlon
Manual Toothbrush Oral-B
Mascara CoverGirl | Maybelline (tie)
Men’s Antiperspirant | Deodorant Old Spice
Men’s Body Wash Dove
Men’s Hair Styling Dove
Men’s Shaving Gillette
Men’s Skin Care Dove
Mouthwash Listerine
Nail Polish Sally Hansen | OPI (tie)
Nutritional Supplements Jamieson
Sensitive Skin Care Aveeno
Sensitive Toothpaste Sensodyne
Shampoo & Conditioner (Men) Head & Shoulders
Shampoo & Conditioner (Women) Pantene
Smoke Cessation Nicorette
Teeth Whitening Crest
Toothpaste Colgate
Topical Pain Relief Voltaren
Weight Loss Program Weight Watchers
Women’s Antiperspirant | Deodorant Secret
Women’s Hair Styling TRESemmé
Women’s Shaving Gillette
Food & Beverage Products 2017 Winning Brand(s)
Artisan Bread Ace Bakery
Baking Robin Hood
Bottled Water Nestlé
Bread Dempster’s
Butter Lactantia
Canned Fish Clover Leaf
Cereal Kellogg’s
Cheese Kraft
Chocolate Lindt | Cadbury (tie)
Coffee Maxwell House
Confectionary Cadbury
Cottage Cheese Gay Lea
Energy Drink Red Bull | Monster (tie)
Frozen Fish High Liner
Frozen Pizza Delissio
Granola & Breakfast Bars Nature Valley
Hummus Fontaine Santé
Ice Cream Chapman’s
Light Beer Coors
Margarine Becel
Mayonnaise Hellmann’s
Non-Dairy Milk Silk
Packaged Meat Maple Leaf
Pasta Catelli
Pasta Sauce Classico
Protein Bar Clif Bar
Regular Beer Molson
Soft Drink Coca-Cola
Sour Cream Gay Lea
Yogourt Danone
Household & Pets Products 2017 Winning Brand(s)
Air Freshener Febreze
Bathroom Tissue Royale
Battery Duracell
Blender | Juicer Ninja
Cat Food Purina
Cat Litter Purina
Coffee Machine Keurig
Dish Soap Dawn
Dishwasher Cleaner Finish
Dishwasher Detergent Finish
Dog Food Purina
Dog Treat Milk-Bone
Drink Carbonation System Soda Stream
Eco-Friendly Cleaning Products Green Works
Fabric Softener Downy
Flea & Tick Control Bayer
Floor Cleaner Mr. Clean
Garbage Bag Glad
Household Cleaning Mr. Clean
Laundry Detergent Tide
Laundry Stain Remover Resolve
Lawn Care Scotts
Paper Towel Bounty
Vacuum Cleaner Dyson
Kids & Babies Products 2017 Winning Brand(s)
Baby Wipe Pampers
Baby/Kids’ Tooth Pain Relief Orajel
Children’s Allergy Medication Benadryl
Children’s Toy Fisher Price
Children’s Vitamin Flintstones
Diaper Pampers
Infant/Children’s Pain & Fever Medication Tylenol
Kids’ Sunscreen Coppertone
Kids’ Toothpaste Colgate

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

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

May 15, 2017 | By Hsing Liang | Tags:

Please complete the form

Thanks for joining Keeping Up with The Shopper, we are excited to share our industry insights with you.

Concerns? Contact us at 647-727-4575 or email us at

Privacy Policy

Please complete the form...

Thanks for joining Keeping Up with The Shopper, we are excited to share our industry insights with you.

Concerns? Contact us at 647-727-4575 or email us at

Privacy Policy

Please complete the form

Thanks for joining Keeping Up with The Shopper, we are excited to share our industry insights with you.

Concerns? Contact us at 647-727-4575 or email us at

Privacy Policy