Market research firm BrandSpark International announced the 2014 BrandSpark Most Trusted Awards winners for consumer packaged goods (CPG) brands, with more than 86,000 Americans helping to determine 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 the health & beauty category’s following sub, these brands were named “America’s Most Trusted” for 2014:
- Anti-aging Skin Care—Olay
- Body Wash—Dove
- Facial Cleanser—Neutrogena
- Foundation—CoverGirl
- Hand Soap—Dial and Softsoap (tie)
- Lipstick—CoverGirl and Revlon (tie)
- Mascara—Maybelline
- Men’s Deodorant/Antiperspirant—Old Spice
- Men’s Shaving—Gillette
- Nail Care—Sally Hansen
- Toothpaste—Crest
- Women’s Body Skin Care—Dove
- Women’s Deodorant/Antiperspirant—Secret
- Women’s Facial Skin Care—Olay
- Women’s Hair Styling—Garnier and Pantene (tie)
- Women’s Shaving—Gillette Venus
Consumers' reasons for citing a brand as being their most trusted vary by category. For health & beauty brands, trust is built on quality perceptions such as effectiveness (does the brand meet personal needs?) and perception of a fair price. And 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; and 75% for a new personal care & health product.
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. 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.
