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BrandSpark Announces the Most Trusted Awards Winners for Baby and Kids

Market research firm BrandSpark International announced the 2019 BrandSpark Most Trusted Awards winners across 41 baby and kids categories as determined by a survey of over 3000 Canadian parents. (CNW Group/BrandSpark International)

News provided by

BrandSpark International

Nov 07, 2018, 07:30 ET

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TORONTO, Nov. 7, 2018 /CNW/ - Market research firm BrandSpark International announced the 2019 BrandSpark Most Trusted Awards winners across 41 baby and kids categories as determined by a survey of over 3000 Canadian parents.   

On November 6, BrandSpark hosted an exclusive breakfast to reveal the winners of the Baby & Kids edition of the BrandSpark Most Trusted Awards, and to share insights on how brands can earn the trust of Canadian parents and how they shop in an omni-channel world.

BrandSpark's Director of Consumer Insights, Denis Hancock, said that new parents should be part of every brand's strategy but there are misconceptions about how parents shop.  Parents are often pictured as time-starved shoppers in a rush – particularly if they have young kids. However, research shows that parent's mindsets while shopping often lead to them slowing down:  in "escape mindset" they take their time and enjoy the break that shopping provides, while in "thorough mindset" they walk the aisles to ensure that they find everything they might need, and don't have to come back any time soon.

Parents are significantly more likely than other similarly aged adults to say they are "less loyal to brands than a few years ago", indicating they are open to change. This puts them in a learning mode, and reviews from other shoppers are their key information source. While value is extremely important to parents, they are also looking for innovation and are willing to pay a little more if they think something new will be better.

BrandSpark's EVP, Scott Boyer, explored the trust dynamics behind parents' brand choices in Baby & Kids categories.  "Health and safety benefits, providing a quality experience, and the endorsement of other consumers are the pillars of trust in these categories," said Boyer. "Brands need to understand how strong their brand trust foundation is on each of these pillars, and how loyal their current brand advocates are." 

Winners
In the BrandSpark Parents Shopper Study, participants named the brands they trust most across 41 categories. The winners are listed below. Details can be found atwww.BrandSparkMostTrusted.com.

Category

2019

WINNING BRAND

Baby Bottle

Philips Avent

Baby Carrier

Ergobaby

Baby Cereal

Gerber

Baby Eczema Relief

Aveeno

Baby Food (Puree)

Gerber

Baby Formula

Enfamil / Nestle Good Start / Similac  (TIE)

Baby Laundry Detergent

Ivory Snow

Baby Lotion

Johnson's Baby

Baby Monitor

Vtech

Baby Oil

Johnson's Baby

Baby Powder

Johnson's Baby

Baby Safety Products

Safety 1st

Baby Snacks

Gerber

Baby Wash/Shampoo

Johnson's Baby

Baby Wipes

Huggies / Pampers (TIE)

Baby/Kids' Tooth Pain Relief

Orajel

Breast Pump

Medela

Car Seat

Graco

Children's Learning Toys (6-8yrs)

Lego / LeapFrog  (TIE)

Children's Thermometer

Braun

Children's Toothpaste

Colgate

Children's Toy

Lego

Children's Vitamin

Flintstones Vitamins

Crib

Graco

Diaper Rash Cream

Penaten / Sudocream (TIE)

Diapers

Pampers

High Chair

Graco

Infant/Toddler Learning Toys (0-2yrs)

Fisher-Price

Jogging Stroller

Graco

Natural Baby Care Products

Live Clean

Nursing Bra

Thyme Maternity

Nursing Pad

Lansinoh

Organic Baby Care Products

The Honest Company / Live Clean (TIE)

Organic Diapers

The Honest Company

Ovulation Test

Clearblue

Pacifier/Soother

Philips Avent

Pregnancy Test

First Response

Prenatal Vitamins

Nestle Materna

Preschool Learning Toys (3-5yrs)

Fisher-Price

Stroller

Graco

Training Pants

Pull-Ups

How Winners are Determined

More than 3000 Canadian parents were surveyed to determine the 2019 BrandSpark Most Trusted Awards winners through their "top of mind" responses for baby and kids categories in which they shop. BrandSpark researchers analyzed the unaided responses and the reasons given for trusting the brand. Results were ranked based on the greatest volume of mentions, and if the difference between brands nationally was less than three percent, ties were declared.  BrandSpark also compiled data about each brand's relative performance.

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 Shopper Army, a consumer platform that offers cash back on all Amazon.ca purchases and other partners and obtains and syndicates targeted and impactful ratings and reviews. For more information, visit www.BrandSpark.com.

SOURCE BrandSpark International

or interview requests, please contact: BrandSpark International, Robert Levy, President, [email protected]; Adam Bellisario, Director Consumer Awards, [email protected]

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BrandSpark International

    Also from this source

  • BrandSpark Most Trusted Awards announces 12th annual Most Trusted brands in Canada for 2025

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