Canada's most trusted consumer packaged goods (CPG) brands announced: 20,000 Canadians vote for their most trusted brands in national survey

Food & Beverage, Health & Beauty, Household & Pets and Kids & Babies
trusted brands named in 115 Categories

TORONTO, May 11, 2017 /CNW/ - Leading market research firm BrandSpark International today announced the 2017 winners of the BrandSpark Most Trusted Awards for consumer packaged goods (CPG) brands. The results were tabulated from the annual BrandSpark Canadian Shopper Study where more than 20,000 consumers determined Canada's most trusted Food & Beverage, Health & Beauty, Household & Pets and Kids & Babies brands.

"We live in a time where decades of brand trust can instantly be destroyed in 140 characters or less. Consumer trust is critical for brand survival," said Robert Levy, President and CEO of BrandSpark International.

What builds brand trust?

"Canada's top CPG brands, the ones that dominate in their categories, have built consumer trust by offering a positive and consistent product experience. They frequently build on this trust with meaningful innovation while maintaining a perception of strong value," said Levy. "These brands also offer a product experience that appeals to a vast majority of consumers in their category."

A recognized brand remains a crucial way for shoppers to identify products and set expectations about quality and value. "Just 17% of shoppers state they buy whichever product offers the best price, so brand trust is a key influencer on the purchasing decision," added Levy. "Most shoppers will opt to buy one of their trusted brands first with price being the final factor in their decision. In fact, brand trust is especially important when trying new products, with 66% of Canadians saying they try new products from the brands they trust most."

When shoppers aren't familiar with a brand or product, they are looking more than ever for endorsements from other consumers. In fact, in the Canadian Shopper Study, 77% of respondents stated that they trust consumer-voted awards for brand endorsements with trust strong from Millennials to older shoppers. For health & beauty products, consumer-voted awards are the most influential endorsements outside of medical professionals and direct friends and family. 46% of shoppers say that consumer awards are influential to their beauty purchases, increasing among Millennial beauty shoppers to 57%.

Canadians also trust brands that they perceive as fair and ethical. Day-to-day, this often means a reasonable price for the brand's products. While usually secondary to delivering a strong product experience and value, support of social causes can also elevate trust in a brand. "The strongest instances of cause-marketing happen when a brand takes a position that entails some business risk or financial cost, suggesting to like-minded consumers that the brand's position is authentic," said Levy.

"Speaking to consumers in a way that resonates with their particular perspective and experience helps to create an emotional response that builds a foundation for a deeper level of trust," added Levy. "To maintain the advantage of a positive connection to the brand, manufacturers need to continue to provide consumers with great products that reaffirm their trust."

What happens when brands "mess up"?

Consumers trust brands that respond to problems quickly and transparently. "While major product issues reveal brands to be fallible, as long as they are not repeated, Canadians are willing to forgive and recognize that mistakes can be learned from," said Levy. "It is crucial for brands to rebuild at these times by taking responsibility, addressing the problem, and explaining what steps they will take to avoid the issue in the future." 62% of shoppers said that brands who "respond quickly to serious product issues" greatly increase their trust, more impactful than any other brand action.

BrandSpark Most Trusted Awards 2017 Winners

"The BrandSpark Most Trusted Award winners are brands that have continually met consumer expectations with consistent quality, often elevated with timely innovation, and allowed shoppers to build a connection with the brand through great experiences," said Levy. Following is the complete list of BrandSpark Most Trusted Award winners.

Health & Beauty Products

2017 Winning Brand(s)

Adult Incontinence

Poise

Adult Sunscreen

Coppertone

Adult Tooth Pain Relief

Orajel

Adult Vitamin

Jamieson

Allergy Relief

Reactine

Antacid

Tums

Antinauseant

Gravol

Arthritis Pain Relief

Tylenol

Body Moisturizer

Aveeno

Body Wash

Dove

Cold Sore Remedy

Abreva

Condom

Trojan

Contact Lens Solution

Bausch & Lomb

Cough & Cold Remedy

Buckley's | Tylenol (tie)

Cough Drop

Halls

Diarrhea Remedy

Imodium

Electric Toothbrush

Oral-B

Facial Cleanser

Olay

Facial Skincare

Olay

Feminine Sanitary Product

Always

Foundation

CoverGirl

Green Food Supplements

Genuine Health

Hair Colour

L'Oréal

Hair Dryer

Conair

Hair Removal

Nair

Hand Soap

Dove

Headache Pain Relief

Tylenol

Laxative

Senokot

Lip Balm

Burt's Bees

Lip Colour

Revlon

Manual Toothbrush

Oral-B

Mascara

CoverGirl | Maybelline (tie)

Men's Antiperspirant | Deodorant

Old Spice

Men's Body Wash

Dove

Men's Hair Styling

Dove

Men's Shaving

Gillette

Men's Skin Care

Dove

Mouthwash

Listerine

Nail Polish

Sally Hansen | OPI (tie)

Nutritional Supplements

Jamieson

Sensitive Skin Care

Aveeno

Sensitive Toothpaste

Sensodyne

Shampoo & Conditioner (Men)

Head & Shoulders

Shampoo & Conditioner (Women)

Pantene

Smoke Cessation

Nicorette

Teeth Whitening

Crest

Toothpaste

Colgate

Topical Pain Relief

Voltaren

Weight Loss Program

Weight Watchers

Women's Antiperspirant | Deodorant

Secret

Women's Hair Styling

TRESemmé

Women's Shaving

Gillette

Food & Beverage Products

2017 Winning Brand(s)

Artisan Bread

Ace Bakery

Baking

Robin Hood

Bottled Water

Nestlé

Bread

Dempster's

Butter

Lactantia

Canned Fish

Clover Leaf

Cereal

Kellogg's

Cheese

Kraft

Chocolate

Lindt | Cadbury (tie)

Coffee

Maxwell House

Confectionary

Cadbury

Cottage Cheese

Gay Lea

Energy Drink

Red Bull | Monster (tie)

Frozen Fish

High Liner

Frozen Pizza

Delissio

Granola & Breakfast Bars

Nature Valley

Hummus

Fontaine Santé

Ice Cream

Chapman's

Light Beer

Coors

Margarine

Becel

Mayonnaise

Hellmann's

Non-Dairy Milk

Silk

Packaged Meat

Maple Leaf

Pasta

Catelli

Pasta Sauce

Classico

Protein Bar

Clif Bar

Regular Beer

Molson

Soft Drink

Coca-Cola

Sour Cream

Gay Lea

Yogourt

Danone

Household & Pets Products

2017 Winning Brand(s)

Air Freshener

Febreze

Bathroom Tissue

Royale

Battery

Duracell

Blender | Juicer

Ninja

Cat Food

Purina

Cat Litter

Purina

Coffee Machine

Keurig

Dish Soap

Dawn

Dishwasher Cleaner

Finish

Dishwasher Detergent

Finish

Dog Food

Purina

Dog Treat

Milk-Bone

Drink Carbonation System

Soda Stream

Eco-Friendly Cleaning Products

Green Works

Fabric Softener

Downy

Flea & Tick Control

Bayer

Floor Cleaner

Mr. Clean

Garbage Bag

Glad

Household Cleaning

Mr. Clean

Laundry Detergent

Tide

Laundry Stain Remover

Resolve

Lawn Care

Scotts

Paper Towel

Bounty

Vacuum Cleaner

Dyson

Kids & Babies Products

2017 Winning Brand(s)

Baby Wipe

Pampers

Baby/Kids' Tooth Pain Relief

Orajel

Children's Allergy Medication

Benadryl

Children's Toy

Fisher Price

Children's Vitamin

Flintstones

Diaper

Pampers

Infant/Children's Pain & Fever Medication

Tylenol

Kids' Sunscreen

Coppertone

Kids' Toothpaste

Colgate

 

How winners are determined

More than 20,000 Canadian shoppers determined the BrandSpark Most Trusted Awards winners for 2017 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 1%). The questions were included in an annual consumer survey, the BrandSpark Canadian Shopper Study.

BrandSpark also conducts the Most Trusted Awards annually in the United States.

About the 2017 BrandSpark Canadian Shopper Study

The 2017 BrandSpark Canadian Shopper Study presents the results of one of Canada's most comprehensive surveys of shopper attitudes and behaviour. More than 20,000 respondents contributed to this year's survey, representing the national profile of household shoppers. This is the fourteenth year the study was conducted. For more information, visit www.BrandSpark.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

For further information: BrandSpark International, Robert Levy, President, rlevy@brandspark.com; Philip Scrutton, VP, Consumer Insights, pscrutton@brandspark.com; For interview requests, please contact: JDA@JeffersonDarrell.com

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BrandSpark International

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