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BrandSpark International celebrates 10 years of trust expertise with the release of an extensive list of the brands most trusted by Americans earned across 215 consumer goods and service categories based on a national survey of 19,752 American shoppers representing 116,000 individual brand responses.

NEW YORK, Jan. 24, 2023 /PRNewswire/ - Market research firm BrandSpark International released their 2023 BrandSpark Most Trusted Awards ("BMTA") winners representing the annual list of the most trusted brands in America. The winning brands were determined by a national survey of 19,752 American shoppers who gave their top-of-mind, independent answers as to which brands they trust most and why in categories they have recently shopped. The 2023 BrandSpark American Trust Study is the most extensive study of brand trust across consumer categories, examining 215 product and service categories.

The BrandSpark Most Trusted Awards came to life a decade ago with the realization that trust defines the relationship between brands and consumers in good times and more challenging times. "As prices for consumer goods and services have increased substantially over the past number of years due to inflation and supply chain issues, consumers are much more likely to choose brands they trust the most to bring them great quality, service and value even when faced with less expensive alternatives" said Robert Levy, President and CEO of BrandSpark International. "We were very interested to see that major brand names have actually maintained their trust share notwithstanding increased competition from private label brands and other pricing challenges", Levy concluded.

This year, the BrandSpark Most Trusted Awards expanded into the very competitive automotive segment, with categories ranging from windshield repair/replacement, won by Safelite AutoGlass, car battery, won by Diehard, motor oil won by Pennzoil, automotive floor mats, won by WeatherTech and extended auto warranty (non-manufacturer), won by CarShield. "Despite being an experience that roughly 84% of Americans have daily, many consumers have limited knowledge about automotive issues and needs, leading to low familiarity and weak trust scores for many brands in the space," noted Philip Scrutton, VP of Shopper Insights, BrandSpark. "We saw an opportunity to explore the automotive segment and help consumers identify the brands that other Americans trust," Scrutton continued.

What makes trusted brands the most-shopped in a significant number of categories is the promise that they will deliver on quality and price - the two most significant drivers of trust. While brand trust plays an integral role in purchase decisions, brand loyalty is more nuanced, which gives secondary and even tertiary brands the opportunity to win over new consumers. Just because a brand is Most Trusted at a given moment does not mean that their top spot is necessarily secure. There are several avenues' brands can take to build a foundation of trust with consumers which can result in taking trust share from the current trust leader. "There is currently an opportunity for brands to attract new consumers with innovations that serve the needs brought about by the changing, more difficult economic landscape," shared Adam Bellisario, Associate Vice President, BrandSpark Most Trusted Awards. "If a consumer tries a new brand initially because of a promotion and that brand delivers on quality, a key driver of trust, the brand could have a new consumer for life." Bellisario continued.

In technology and related services, a highly competitive category where trust is particularly important, two brands emerged as leaders; T-Mobile and Verizon tied for Most Trusted Cellular Service Provider. "We believe that these brands have an opportunity to prioritize building trust as part of their communications strategy" noted Levy.

Among the top 20 most trusted brands overall, PepsiCo and Procter & Gamble tied with two brands each with the highest trust shares (PepsiCo; Oatmeal: Quaker and Hummus: Sabra); (P&G; Dish Soap: Dawn and Women's Shaving: Gillette Venus). Heritage brand Quaker scored the highest trust share and margin of trust in the Study. "It is surprising that so far no other real competitor has been able to challenge Quaker leaving it with a substantial trust lead – however we can anticipate potential competition from lower priced private label brands during the upcoming year," says Levy.

This year the laundry detergent categories were expanded to reflect substantial category innovation serving distinct consumer segments. It was a "clean" sweep for Tide in all five laundry detergent categories.

Procter & Gamble had the most winning brands on the list (23) which include:

• Baby Laundry Detergent: Dreft
• Bathroom Tissue: Charmin
• Denture Adhesive: Fixodent
• Diapers: Pampers (TIE)
• Dish Soap: Dawn
• Dishwasher Detergent: Cascade
• Dryer Sheets: Bounce
• Electric Toothbrush: Oral-B
• Fabric Softener: Downy
• Feminine Hygiene Pads: Always
• Fiber Supplement: Metamucil
• Laundry Detergent: Tide
• Laundry Detergent for Cold Water Washing: Tide
• Laundry Detergent for Deep Cleaning: Tide
• Laundry Detergent for Overall Value: Tide
• Laundry Detergent for Sensitive Skin: Tide
• Laundry Scent Booster (In-Wash): Downy
• Laundry Wrinkle Protection: Downy
• Men's Shaving: Gillette
• Paper Towels: Bounty
• Tampons: Tampax
• Teeth Whitening: Crest
• Women's Shaving: Gillette Venus

Johnson & Johnson accounted for 9 wins in health & personal care:

• Allergy Eye Drops: Visine
• Baby Wash/Shampoo: Johnson's Baby
• Back Pain Relief: Tylenol
• Children's Cough Medicine: Tylenol
• Eye Makeup Remover: Neutrogena
• Face Wipes: Neutrogena
• Hair Regrowth: Rogaine
• Headache Relief: Tylenol
• Mouthwash: Listerine

PepsiCo was a 6-category winner in food & beverage:

• Drink Carbonation System: SodaStream
• Hummus: Sabra
• Oatmeal: Quaker
• Pancake Mix: Pearl Milling Company (formerly Aunt Jemima)
• Rehydration Drink: Gatorade
• Tortilla Chips: Tostitos

Notably, SharkNinja scored four wins in home goods (air fryer (Ninja), deep fryer (Ninja), food processor (Ninja), and vacuum in a tie (Shark)), while Stanley Black & Decker (clothes iron (Black+Decker), toaster oven (Black+Decker), power tools DeWalt) and Kaz USA (thermostat (Honeywell), space heater in a tie (Honeywell), humidifier (Vicks)) each scored three.

The 2023 BrandSpark Most Trusted Awards winners are listed below. See details at www.BrandSparkMostTrusted.com and contact us for more information on any category.*

 

 

 

 

 

 

 

In the 2023 BrandSpark American Trust Study, 19,752 American shoppers determined the BrandSpark Most Trusted Awards winners for 2023 through their top-of-mind unaided responses for categories in which they shop and services which they use. The results are ranked based on the greatest volume of mentions as the most trusted brand in the category (ties are declared if the margin of victory is within 3%).

Founded in 2001, BrandSpark International is a marketing research firm that uniquely combines real world omni-channel consumer insights with a deep understanding of competitive context, providing our clients with highly actionable insights. We are strategic thinkers and storytellers that fuse our passion for insights with our clients' need to drive results. Our multi-disciplinary, highly responsive team takes a customized consulting approach to solving brand and marketing challenges, refining brand positioning, building consumer trust, and improving success with new product launches.

Newsweek will feature the winners and will offer winning brands unique high-value advertising opportunities for brands anchored by editorial content. The BrandSpark Most Trusted Awards has updated its highly influential logo to include the iconic and instantly recognizable Newsweek logo to generate even more impact for shoppers and brands.

*Permission and authorization from Best New Product Awards Inc. are required to reference the BrandSpark Most Trusted Awards win or use the Most Trusted Logo or winning Claims.

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SOURCE BrandSpark International