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Press Release: Brandspark International Reveals Which CPG Brands are Most Trusted as Determined by More than 86,000 Americans
June 10, 2014 (Toronto, ON) – Leading market research firm BrandSpark International today announced the 2014 BrandSpark Most Trusted Awards winners for Consumer Packaged Goods (“CPG”) brands – More than 86,000 Americans determined the winning Food & Beverage, Health & Beauty, Household and Kids brands.
“The BrandSpark Most Trusted Awards are for CPG brands that are dependable, well-known and part of the daily lives of many Americans,” said Robert Levy, President and CEO of BrandSpark International. “Brand trust is important when deciding what to buy. Our study shows 8 in 10 Americans place a high importance on established trust in a brand when purchasing a new product. The BrandSpark Most Trusted Awards help shoppers while they are making purchasing decisions by easily identifying the brands that are most trusted by other consumers.”
In 50 categories, poll participants named the CPG brands that they consider their Most Trusted. Listed below are the winners. More details can be found at www.BrandSparkMostTrusted.com.
What drives trust?
Consumers’ reasons for citing a brand as being their most trusted vary by category. Quality perceptions and taste drive which Food brands are most trusted, while taste preferences are most often cited as the reason for favoring one Beverage brand over others. For Health and Beauty brands, trust is built on quality perceptions such as effectiveness (does the brand meet personal needs?) and perception of a fair price. For Household brands, consumers most often cite effectiveness while for Kids’ brands, a guarantee of gentleness is most important.
When considering purchase of a new product, Americans consider it extremely or very important that products come from a brand that they trust:
- 77% for a new Cosmetic product
- 75% for a new Personal Care & Health product
- 75% for a new Household Care product
- 66% for a new Food & Beverage product
How winners are determined
More than 86,000 respondents in the BrandSpark/Better Homes and Gardens American Shopper Study, reflecting the profile of the American Household Shopper, determined the 2014 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 choosing the brand. The results were ranked based on the greatest volume of mentions, and if the difference between brands was not statistically significant, ties were declared.
About the 2014 BrandSpark/Better Homes and Gardens American Shopper Study
The 2014 BrandSpark/Better Homes and Gardens American Shopper Study saw more than 90,000 respondents contribute their opinions during October and November 2013. Companion studies are also conducted in ten other markets across the globe.
About BrandSpark International
BrandSpark International is a leading brand, marketing and product innovation research company. Its comprehensive and innovative research approach gets at the heart of how consumers think, why they act the way they do, and what clients need to do about it. With expertise in the CPG arena, BrandSpark has a deep global perspective on the drivers of innovation unlike any other research company. For more information, visit www.BrandSpark.com
BrandSpark has been measuring brand trust for many years and previously launched the BrandSpark Most Trusted Awards program in Canada and China. The BrandSpark Most Trusted Awards results differ by country and the entire list can be found at www.BrandSparkMostTrusted.com