TORONTO – Leading market research firm BrandSpark International announced the winners of the 2018 edition of the BrandSpark Most Trusted Awards for everyday consumer product ("CPG") brands in Canada. More than 18,000 household shoppers participated in the online survey and determined Canada's most trusted brands in Food & Beverage, Personal Care & Beauty, Household & Pets and Over-the-Counter Health.
Now in its 5th year, the research-based awards program operates independently from media, with winners exclusively determined by the unaided responses of shoppers in the BrandSpark Canadian Shopper Study, one of the most comprehensive annual surveys of household shoppers.
Trust drives purchase decisions
"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 Canadian 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," said Levy. "While trust in the brand is anchored in personal experience, it is increased by transparency, fair pricing and the endorsement of other consumers. Further," continues Levy, "our study shows that 66% of shoppers try new products from brands they trust the most".
What Drives Brand Trust?
The BrandSpark study shows that it is important for a brand to respond quickly to serious issues, with 96% saying it increases their trust. Transparency is also key to building trust with 94% agreeing that brands who provide consumers with detailed information about their product or service earn their trust, and 86% saying their trust in the brand increases when they see unfiltered customer reviews online. Finally, pricing influences trust as much as product or service quality, with brands that offer consistent and competitive pricing more likely to be perceived as fair and respectful of their customers.
Brands are Communicating their Most Trusted Award Wins
The BrandSpark Most Trusted seal allows brands to communicate the trust they have earned from shoppers. Leading brands, such as Tide and Abreva, have used the winner's seal in PR and marketing. Alicia Bruyea, Brand Manager of Abreva explains the appeal of leveraging the BrandSpark Most Trusted Awards win, saying that "promoting the Most Trusted brand award is a great way to tell cold sore sufferers that the most trusted cold sore remedy brand in Canada is Abreva". Shoppers themselves tell us that when they aren't familiar with a brand or product, they look toward endorsements from other consumers. Positive endorsement in the form of awards is also very impactful with 84% of Canadian shoppers saying their trust in a brand increases if it has won awards based on consumer feedback.
BrandSpark Most Trusted Awards 2018 Winners
The following is the complete list of the BrandSpark Most Trusted Awards winners in consumer packaged goods for 2018:
|
Food & Beverage |
2018 Winning Brand(s) |
|
Baking |
Robin Hood |
|
Bottled Water |
Nestlé |
|
Bread |
Dempster's |
|
Butter |
Lactantia |
|
Coffee |
Maxwell House |
|
Cottage Cheese |
Dairyland |
|
Deli Meat |
Maple Leaf |
|
Fresh Packaged Meat |
Maple Leaf |
|
Frozen Fish |
High Liner |
|
Frozen French Fries |
McCain |
|
Frozen Pizza |
Delissio |
|
Halal Meat |
Zabiha Halal (Maple Lodge) |
|
Hot Dogs |
Maple Leaf |
|
Ice Cream |
Chapman's |
|
Margarine |
Becel |
|
Mayonnaise |
Hellmann's |
|
Pasta |
Catelli |
|
Protein Bars |
Clif Bar |
|
Rum |
Bacardi | Captain Morgan (tie) |
|
Sausages |
Johnsonville |
|
Soft Drink |
Coca-Cola |
|
Sparkling Water |
Perrier |
|
Tea |
Tetley |
|
Tequila |
Jose Cuervo | Patrón (tie) |
|
Vegan Food |
Yves Veggie Cuisine |
|
Vodka |
Smirnoff |
|
Whiskey / Whisky |
Crown Royal |
|
Yogourt |
Danone |
|
Household & Pet products |
2018 Winning Brand(s) |
|
Air Freshener |
Febreze |
|
Batteries |
Duracell |
|
Cat Food |
Purina |
|
Cat Litter |
Arm & Hammer |
|
Decalcifier & Rust Remover |
CLR |
|
Dish Soap |
Dawn |
|
Dishwasher Cleaner |
Finish |
|
Dishwasher Detergent |
Cascade | Finish (tie) |
|
Dog Food |
Purina |
|
Dog Treats |
Milk-Bone |
|
Drink Carbonation System |
Soda Stream |
|
Eco-Friendly Cleaning Products |
Green Works |
|
Fabric Softener |
Downy |
|
Flea & Tick Prevention |
Bayer |
|
Flea Collars |
Hartz |
|
Floor Cleaner |
Mr. Clean |
|
Food Storage Bags |
Ziploc |
|
Food Storage Containers |
Ziploc |
|
Garbage Bags |
Glad |
|
Hand Sanitizer |
Purell |
|
Insect Repellant |
OFF! |
|
Laundry Detergent |
Tide |
|
Laundry Stain Remover |
Resolve |
|
Lawn Care |
Scotts |
|
Multi-Purpose Cleaner |
Mr. Clean |
|
Paper Towels |
Bounty |
|
Over-the-Counter Health products |
2018 Winning Brand(s) |
|
Adult Incontinence |
Poise |
|
Adult Sunscreen |
Coppertone |
|
Adult Tooth Pain Relief |
Orajel |
|
Adult Vitamins |
Jamieson |
|
Allergy Relief |
Reactine |
|
Antacid |
Tums |
|
Antinauseant |
Gravol |
|
Arthritis Pain Relief |
Tylenol |
|
Cold & Flu Prevention |
Tylenol |
|
Cold Sore Remedy |
Abreva |
|
Condoms |
Trojan |
|
Contact Lens Solution |
Bausch + Lomb |
|
Contact Lenses |
Acuvue |
|
Cough & Cold Medication |
Tylenol |
|
Cough Drops / Lozenges |
Halls |
|
Denture Adhesive |
Poligrip |
|
Diarrhea Medication |
Imodium |
|
Eye Drops |
Visine |
|
Fibre Supplement |
Metamucil |
|
Hair Regrowth Products |
Rogaine |
|
Heartburn Remedy |
Tums |
|
Joint Care Supplements |
Jamieson |
|
Laxative |
Senokot |
|
Meal Replacement |
Ensure |
|
Nutritional Supplements |
Jamieson |
|
Pain Relief |
Tylenol |
|
Personal Lubricant |
K-Y Jelly |
|
Probiotic Supplements |
Jamieson |
|
Scar & Stretchmark Reduction |
Bio-Oil |
|
Sleep Aid |
Sleep-eze |
|
Smoke Cessation |
Nicorette |
|
Topical Pain Relief Cream/Gel |
Voltaren |
|
Topical Pain Relief Patches |
Salonpas |
|
Yeast Infection Medication |
Canesten |
|
Personal Care & Beauty products |
2018 Winning Brand(s) |
|
Anti-Aging Skin Care |
Olay |
|
Body Wash |
Dove |
|
Dry Shampoo |
Batiste |
|
Electric Toothbrush |
Oral-B |
|
Facial Cleanser |
Aveeno | Dove | Neutrogena | Olay (tie) |
|
Facial Moisturizer |
Olay |
|
Foundation |
CoverGirl |
|
Hair Colour |
L'Oréal |
|
Hair Removal |
Nair |
|
Hair Styling |
Dove | L'Oréal | Pantene | TRESemmé (tie) |
|
Liners/Pads |
Always |
|
Lip Balm |
Blistex | Burt's Bees (tie) |
|
Lip Colour |
Revlon |
|
Mascara |
Maybelline |
|
Men's Body Wash |
Dove |
|
Men's Deodorant/Antiperspirant |
Old Spice |
|
Men's Shampoo & Conditioner |
Head & Shoulders |
|
Men's Shaving |
Gillette |
|
Men's Skin Care |
Dove |
|
Mouthwash |
Listerine |
|
Sensitive Skin Care |
Aveeno |
|
Sensitive Toothpaste |
Sensodyne |
|
Tampons |
Tampax |
|
Teeth Whitening |
Crest |
|
Toothpaste |
Colgate | Crest (tie) |
|
Women's Deodorant/Antiperspirant |
Secret |
|
Women's Shampoo & Conditioner |
Pantene |
|
Women's Shaving |
Gillette |
How winners are determined
More than 18,000 Canadian shoppers determined the BrandSpark Most Trusted Awards winners for 2018 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 2%). The questions were included in the annual BrandSpark Canadian Shopper Study.
BrandSpark also conducts the Most Trusted Awards annually in the United States and has expanded to include service, retail, and e-commerce brands across North America. To see all of the winners, visit www.BrandsparkMostTrusted.com
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 www.BrandSpark.com.
Source: BrandSpark International