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BrandSpark Reveals Most Trusted Brands of 2018
CPG winners were based on results of a survey of 15,000 shoppers. The CPG award winners were based on results of a survey of more than 15,000 shoppers.
WGB Staff
May 29, 2018
3 Min Read
The CPG award winners were based on results of a survey of more than 15,000 shoppers.Photo courtesy of Pixabay
Market research firm BrandSpark International revealed the winners of its 2018 Most Trusted CPG brands in the United States. More than 15,000 household shoppers participated in the online survey to determine America's most trusted brands in Food & Beverage, Personal Care & Beauty, Household & Pets and Over-the-Counter Health.
Now in its fifth year, the research-based awards program operates independently from media, with winners exclusively determined by the unaided responses of shoppers in the BrandSpark American Shopper Study.
"Building a strong foundation of consumer trust is critical today when consumers have more choices available than ever before," said Robert Levy, president and CEO of BrandSpark International. "The top CPG brands establish trust by repeatedly meeting consumer expectations with great product experiences. The very best of these brands further elevate this trust with meaningful innovation while maintaining strong value and consistent quality."
Levy said while trust in the brand is anchored in personal experience, it is "increased by transparency, fair pricing and the endorsement of other consumers." The study found 71% of shoppers try new products from brands they trust the most.
The BrandSpark study also showed that it is important for a brand to respond quickly to serious issues, with 95% saying this increases their trust, as does transparency. According to the study, 95% of panelists agree brands that provide detailed information about their product or service earn their trust. Further, 86% said their trust in the brand increases when they see unfiltered customer reviews online. Pricing also influences trust as much as product or service quality, as brands that offer consistent and competitive pricing are more likely to be perceived as fair and respectful of their customers (increases trust to 91%).
BrandSpark officials say the Most Trusted seal allows brands to communicate the trust they have earned from shoppers. Several brands, such as Cascade and Eggland's Best, use the seal in their PR and marketing campaigns.
"Eggland's Best is very proud to be recognized as America's Most Trusted egg brand—for four years in a row," said David Holdsworth, VP of marketing at Eggland's Best. "We let consumers know by including the BrandSpark Most Trusted purple logo on millions of our egg cartons nationally."
Shoppers also inform BrandSpark that when they are familiar with a brand or product, they look to endorsements from other consumers. Positive endorsement in the form of awards is also very effective, according to the study, with 85% of American shoppers saying their trust in a brand increases if it has won awards based on consumer feedback.
Following is the full list of BrandSpark Most Trusted Awards winners in consumer packaged goods for 2018:
Image courtesy of BrandSpark
Food & Beverage | 2018 Winning Brand(s) |
Baking | Betty Crocker |
Bottled Water | Dasani |
Butter | Land O' Lakes |
Coffee | Folgers |
Eggs | Eggland's Best |
Fresh Packaged Meat | Oscar Mayer |
Frozen Fish | Gorton's Seafood |
Frozen French Fries | Ore-Ida |
Frozen Pizza | DiGiorno |
Herbs & Spices | McCormick |
Hot Dogs | Oscar Mayer |
Margarine | Country Crock |
Mayonnaise | Hellmann's |
Pasta | Barilla |
Protein Bars | Clif Bar |
Rum | Bacardi |
Sausages | Jimmy Dean |
Soft Drink | Coca-Cola |
Sparkling Water | La Croix |
Tea | Lipton |
Tequila | Patrón |
Vegan Food | Morningstar Farms |
Vodka | Smirnoff |
Whiskey / Whisky | Jack Daniel's |
Yogurt | Yoplait |
Household & Pet products | 2018 Winning Brand(s) |
Air Freshener | Febreze |
Batteries | Duracell |
Cat Food | Purina |
Cat Litter | Purina |
Decalcifier & Rust Remover | CLR |
Dish Soap | Dawn |
Dishwasher Cleaner | Cascade |
Dishwasher Detergent | Cascade |
Dog Food | Purina |
Dog Treats | Milk-Bone |
Drink Carbonation System | SodaStream |
Eco-Friendly Cleaning Products | Seventh Generation |
Fabric Softener | Downy |
Flea & Tick Prevention | Bayer | Frontline (tie) |
Flea Collars | Hartz |
Floor Cleaner | Pine-Sol |
Food Storage Bags | Ziploc |
Food Storage Containers | Ziploc |
Garbage Bags | Glad |
Hand Sanitizer | Purell |
Insect Repellant | OFF! |
Laundry Detergent | Tide |
Laundry Stain Remover | Shout |
Lawn Care | Scotts |
Multi-Purpose Cleaner | Lysol |
Paper Towels | Bounty |
Over-the-Counter Health products | 2018 Winning Brand(s) |
Adhesive Bandages | Band Aid |
Adult Incontinence | Poise |
Adult Sunscreen | Coppertone | Neutrogena (tie) |
Adult Tooth Pain Relief | Orajel |
Adult Vitamin | Centrum |
Allergy Relief | Claritin |
Antacid | Tums |
Antinauseant | Pepto-Bismol |
Arthritis Pain Relief | Tylenol |
Cold & Flu Prevention | Vicks |
Cold Sore Remedy | Abreva |
Condoms | Trojan |
Contact Lens Solution | Bausch & Lomb |
Contact Lenses | Acuvue |
Cough & Cold Medication | Vicks |
Cough Drops / Lozenges | Halls |
Denture Adhesive | Fixodent |
Diarrhea Medication | Imodium |
Eye Drops | Visine |
Fiber Supplement | Metamucil |
Hair Regrowth | Rogaine |
Head Lice Remedy | RID |
Heartburn Remedy | Tums |
Joint Care Supplements | Osteo Bi-Flex |
Laxative | Dulcolax |
Meal Replacement | Slim-Fast |
Nutritional Supplements | Nature Made |
Pain Relief | Advil | Tylenol (tie) |
Personal Lubricant | K-Y Jelly |
Probiotic Supplements | Culturelle |
Scar & Stretchmark Reduction | Mederma |
Shoe Insoles | Dr. Scholl's |
Sleep Aid | Vicks |
Smoke Cessation | Nicorette |
Topical Pain Relief Cream/Gel | Ben Gay | Icy Hot (tie) |
Topical Pain Relief Patches | Salonpas |
Yeast Infection Medication | Monistat |
Personal Care & Beauty products | 2018 Winning Brand(s) |
Anti-Aging Skin Care | Olay |
Body Wash | Dove |
Dry Shampoo | Batiste | Dove (tie) |
Electric Toothbrush | Oral-B |
Facial Cleanser | Neutrogena |
Facial Moisturizer | Olay |
Foundation | CoverGirl |
Hair Color | Clairol |
Hair Removal | Nair |
Hair Styling | Pantene | TRESemmé (tie) |
Liners/Pads (Feminine Protection) | Always |
Lip Balm | Chapstick |
Lip Color | Revlon |
Mascara | Maybelline |
Men's Body Wash | Dove |
Men's Deodorant/Antiperspirant | Old Spice |
Men's Shaving | Gillette |
Men's Skin Care | Dove Men Care |
Mouthwash | Listerine |
Sensitive Skin Care | Aveeno | Dove (tie) |
Sensitive Toothpaste | Sensodyne |
Shampoo & Conditioner (Men) | Head & Shoulders |
Shampoo & Conditioner (Women) | Pantene |
Tampons (Feminine Protection) | Tampax |
Teeth Whitening | Crest |
Toothpaste | Crest |
Women's Deodorant/Antiperspirant | Secret |
Women's Shaving | Gillette |
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