National consumer study reveals Canada's most trusted CPG brands as voted by 45,000+ Canadians

Food & Beverage, Health & Beauty, Household and Kids Consumer Packaged Goods brands
named in 133 Categories

TORONTO, March 21, 2016 /CNW/ - Today, leading market research firm BrandSpark International announced the 2016 BrandSpark Most Trusted Awards winners for Consumer Packaged Goods (CPG) brands. More than 45,000 Canadians determined the winners – Canada's most trusted CPG brands – in 133 categories based on the annual BrandSpark Canadian Shopper Study.

"Whether buying products for a new baby, treating a headache, choosing the right acne product or even which brand of pasta to buy, shoppers want to make sure they are bringing products from trusted brands into their homes. Now shoppers can find out which brands were most trusted by other shoppers in a national survey," said Robert Levy, President and CEO of BrandSpark International. "The annual BrandSpark Most Trusted Awards honours the brands Canadians trust most, those they would recommend to friends and neighbours. This award boosts shopper confidence when making a purchase decision in store aisles."

What drives 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."

Innovation can help relatively newer brands rise to the top, such as Febreze for air freshener, GreenWorks for eco-friendly cleaning products), and Keurig for coffee machines. In addition to product innovation expanding their product category can also aid in building consumer trust; for example Finish for dishwasher cleaner.

Sixty-six per cent of Canadians will try new products from the brands they trust the most. Seventy-four per cent of Canadians try to purchase their most trusted brand names when they're on sale versus purchasing the generic or store brand versions. Interestingly 45% of Canadians say that they are less loyal to brands than they were in the past. "The fact that Canadians are becoming less brand loyal makes it more important for marketers to remind shoppers of the trusted relationship they and other shoppers enjoyed with the brand's products," added Levy.

Consumers trust brands that respond to problems quickly and transparently, and those they perceive as fair and ethical. While some shoppers will look for support of charitable causes; many perceive respect for the consumer in a fair consistent price.

"Today's shoppers are looking for content and information that is authentic and relevant to them, at their life stage and mindset" said Levy. "Targeted marketing with targeted messaging effectively addresses the unique concerns of different shoppers and increases their interest and confidence in a brand. Speaking to consumers in a way that resonates with their mindset helps to create the emotional response that builds a foundation for a deeper level of trust."

Ultimately shoppers want to maximize a product's benefits, but they won't take risks on new products or brands without a compelling reason to do so. "Brands need to continue to provide consumers with reasons to believe in the superior performance or value of their products, and increasingly that is coming from the recommendation of other consumers," added Levy.

Canadians most loyal to kids' and pets' brands

While trust is important to any purchase decision, the importance varies for different types of products. Trust is most important for baby and children's products and pet food, where 75% of Canadians regularly buy the same brand name products. Seventy per cent of Canadians remain loyal to their top brand of deodorant or antiperspirant, toothpaste, and facial moisturizer ahead of other personal care categories. For groceries, more than 60% of Canadians regularly remain loyal to their cereal, tea, cheese, and Mexican food brands. For health and beauty products such as hair colour, make-up foundation, vitamins and shampoo, BrandSpark reports 60% of Canadians remain loyal to their top brands.

Survey participants named the brands that they consider their most trusted in 133 product categories. New categories in the 2016 study include sugar substitutes, instant rice, dishwasher cleaner, eco-friendly cleaners, tooth pain relief, protein supplements, LED light bulbs, instant coffee, teeth whitening, weight loss programs and more are indicated by an asterisk (*). More details can be found at www.BrandSparkMostTrusted.com. Following is the complete list of BrandSpark Most Trusted Award winners.

Canada's 2016 Most Trusted - Food & Beverage Brands

CATEGORY

BRAND

Alcoholic Cider

Strongbow

Alcoholic Cooler

Smirnoff

Baking

Robin Hood

Beer

Molson

Bread

Dempster's

Canned Fish

Clover Leaf

Cereal

Kellogg's

Cereal Bar/Granola Bar

Nature Valley / Quaker (tie)

Cheese

Kraft

Chocolate

Lindt

Coffee

Maxwell House

Cottage Cheese*

Dairyland

Dips & Savoury Spreads*

Philadelphia

Energy Bar

Clif Bar

Energy Drink

Gatorade

Frozen Fish

High Liner

Frozen Pizza

Dr. Oetker

Gum

Excel

Hummus*

Fontaine Santé / Sabra (tie)

Ice Cream

Chapman's

Instant Coffee

Nescafé

Instant Rice*

Uncle Ben's

Juice

Tropicana

Ketchup

Heinz

Mayonnaise

Hellmann's

Mexican Food*

Old El Paso

Mustard

French's

Packaged Meat

Maple Leaf

Pasta

Catelli

Pasta Sauce

Hunts

Soft Drink

Coca-Cola

Sour Cream*

Gay Lea

Sugar Substitute / Sweetener*

Splenda

Yogurt

Danone

Canada's 2016 Most Trusted – Health & Beauty Brands

Acne Treatment

Clean & Clear

Adhesive Bandages*

Band Aid

Adult Incontinence

Poise

Adult Sunscreen

Coppertone

Adult Vitamin*

Centrum

Allergy Relief

Reactine

Antacid

Tums

Anti-Aging Facial Care

Olay

Arthritis Pain Relief*

Tylenol

Bar Soap

Dove

Body Moisturizer

Aveeno

Body Wash

Dove

Cold Sore Remedy

Abreva

Condom

Trojan

Contact Lens Solution

Bausch & Lomb

Cough & Cold Remedy

Buckley's

Cough Drop*

Halls

Diarrhea Remedy*

Imodium

Electric Shaver*

Philips Norelco

Electric Toothbrush*

Oral-B

Facial Cleanser

Neutrogena / Olay (tie)

Facial Wipes

Neutrogena / Olay (tie)

Fever & Flu Medication*

Tylenol

Feminine Sanitary Product

Always

Fish Oil or Omega-3 Supplements*

Jamieson

Foundation

CoverGirl

Green Food Supplements*

Genuine Health

Hair Colour

L'Oréal

Hair Removal

Nair

Hair Styling

Pantene / TRESemmé (tie)

Hair Treatment

L'Oréal

Hand Soap

Dove

Headache Pain Relief*

Tylenol

Insect Repellant

Off!

Laxative*

Dulcolax

Lip Balm

Blistex

Lip Colour*

Revlon

Manual Toothbrush*

Oral-B

Mascara

CoverGirl / Maybelline (tie)

Men's Antiperspirant-Deodorant

Old Spice

Men's Body Wash*

Dove

Men's Shampoo & Conditioner

Head & Shoulders

Men's Shaving

Gillette

Men's Skin Care

Dove

Mouthwash

Listerine

Nutritional Supplements*

Jamieson

Pregnancy Test

Clearblue / First Response (tie)

Protein Supplements*

Vega

Sensitive skin care (for dry and problematic skin)*

Aveeno

Sensitive Toothpaste

Sensodyne

Skin Health Supplements*

Jamieson

Sleep Aid

Sleep-Eze / Vicks (tie)

Smoke Cessation

Nicorette

Teeth Whitening*

Crest

Toothpaste

Colgate / Crest (tie)

Topical Pain Relief

Voltaren

Weight Loss Program*

Weight Watchers

Weight Management Supplements*

PGX

Women's Antiperspirant-Deodorant

Secret

Women's Facial Skin Care

Olay

Women's Shampoo & Conditioner

Pantene

Women's Shaving

Gillette

Canada's 2016 Most Trusted – Household Brands

Air Freshener

Febreze

Bathroom Tissue

Royale

Battery

Duracell

Blender / Juicer*

Ninja

Cat Food

Purina

Cat Litter

Purina

Cleaning Aids*

Mr. Clean

Coffee Machine

Keurig

Dish Soap

Dawn

Dishwasher Cleaner*

Finish

Dishwasher Detergent Pods*

Cascade / Finish (tie)

Dog Food

Purina

Dog Treat

Milk-Bone

Drain Cleaner

Drano

Eco-Friendly Cleaning Products*

Greenworks

Fabric Softener

Downy

Flea & Tick Control

Bayer

Food Storage

Ziploc

Garbage Bag

Glad

Household Cleaning

Mr. Clean

Laundry Detergent

Tide

Laundry Stain Remover

Resolve

LED Light Bulbs

General Electric

Paint

Benjamin Moore

Paper Towel

Bounty

Vacuum Cleaner

Dyson

Canada's 2016 Most Trusted – Kids Brands

Baby Food

Heinz

Baby Formula

Enfamil / Similac (tie)

Baby Wipe

Huggies

Baby/Toddler Shampoo & Wash

Johnson & Johnson

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 45,000 respondents participated in the BrandSpark Canadian Shopper Study between November 2015 and March 2016, reflecting the profile of the Canadian household shopper. The BrandSpark Most Trusted Award winners were determined through shoppers' "top of mind" responses for categories in which they purchase. BrandSpark researchers analyzed the unaided responses and the reasons for trusting the brand. The results were ranked based on the greatest volume of mentions, and if the difference between brands was less than 1%, ties were declared. BrandSpark also conducts the study in the United States.

About BrandSpark International

BrandSpark International is a leading brand, marketing and product innovation research company.
With deep expertise in consumer packaged goods, BrandSpark has a global perspective about what drives innovation unlike any other research company, and understands the insights and content that brands need to launch and support new products. BrandSpark runs North America's most credible consumer voted awards program for new products, the Best New Product Awards, and generates new product reviews, certified claims and insights through its new shopper engagement 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, Director, Consumer Insights, pscrutton@brandspark.com; For interview requests, please contact: Jefferson Darrell & Associates (JDA) at JDA@JeffersonDarrell.com

RELATED LINKS
www.bestnewproducts.ca

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890