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

BrandSpark International names the Nation's and Quebec's Most Trusted brands across Products, Services, and Retail Categories

TORONTO, Nov. 6, 2024 /CNW/ - BrandSpark International has unveiled the winners of the 2025 BrandSpark Most Trusted Awards, celebrating the brands that have earned the trust of Canadians. This year's awards reflect insights gathered from 35,200 Canadians, providing a comprehensive view of consumer trust with 190,000 brand evaluations across 292 categories.

2025 Program Seal (CNW Group/BrandSpark International)

"At a time when Canadians are more selective with their spending, trust remains an essential purchase driver", said Adam Bellisario, Associate Vice-President of the BrandSpark Most Trusted Awards. "This exclusive club of brands has earned the highest levels of consumer trust by consistently delivering high value, quality, and reliability to consumers".

Last night, BrandSpark and its presenting sponsor, the Association of Canadian Advertisers, welcomed winning brands to a release event at Corus Quay in Toronto, the home of Corus Entertainment. The night included a welcome by The Global Morning Show hosts Carolyn Mackenzie and Jeff McArthur, trust insights from the BrandSpark research and consulting professionals on how to build trust and the value of being a most trusted brand, and discussions with Claire Bara, President of Lassonde (Oasis and SunRype winning Fruit Juice and Fruit Bar brands) and Nuno Bamberg, Senior Vice President, Brand & Marketing at Sleep Country, (Sleep Country / Dormez-vous winning Mattress Retailer brand).

New Categories, Top 3, and Quebec

The 2025 Most Trusted awards had 165 new or returning categories and expanded into new areas of importance to consumers such as the most trusted Retailer for Lower Prices on various shopping segments, Petcare, and a deeper dive into Dairy. BrandSpark President Robert Levy noted that "our goal with the Most Trusted Awards is to capture the pulse of consumer sentiment across Canada. Whether in food and beverage, personal care, household cleaning, retail, household goods, insurance, or emerging new product lines, these brands have secured their place in the minds of shoppers."

In addition to national winners, BrandSpark is also releasing those brands that have achieved a 2^nd or 3^rd place ranking nationally, and top-performing brands in Quebec's distinct market, with 88 categories featuring different trust leaders compared to the rest of Canada, highlighting how trust can take on different dimensions across regions.

Resilient Brands shine through Economic Uncertainty

The BrandSpark Canadian Trust Study research shows that, even in the face of economic challenges, Canadians are willing to invest in brands they trust. "New market challengers are emerging, and we see the presence of private label brands continuing to provide a challenge to brands", said Philip Scruton, Vice-President of Shopper Insights, "but consumers continue to gravitate toward established brands that communicate their strengths and deliver on their promises."

Being most trusted has financial value beyond market share. BrandSpark's trust research revealed that consumers are willing to pay a premium, averaging 15% or more, for the brand they trust most in a category. This premium reflects the perceived value that brand trust adds to each purchase, making consumers less likely to switch to alternatives, even when they're lower-priced.

 Below are some of the standout winners from the 2025 BrandSpark Most Trusted list:

• Walmart: The everyday low-price retailer had 8 wins across a variety of grocery categories, displaying Canadians' regard for the brand as a destination for affordability and good customer service.
• Behr: Sold exclusively at Home Depot, Behr repeated all its victories from 2024, becoming a multiyear winner in Interior Paint, Exterior Paint, and Exterior Stain.
• CAA: As Canada gears up for the winter season, the Canadian Automobile Association and its clubs across the country were voted Most Trusted for Roadside Assistance, Travel Insurance, and their nationally distributed CAA Magazine as Magazine for Travel.
• Desjardins: The Quebec-based financial services company displayed its dominance in the province with 7 regional wins: Rewards Credit Card Provider, No Annual Fee Credit Card Provider, Travel Rewards Credit Card Provider, Retirement Investment Services, Credit Union (regional only), and Auto Insurance Provider (in a tie).
• Sleep Country/Dormez-vous: In its 30^th anniversary year, the brand was voted the country's most trusted Mattress Retailer and showed how specialty retail is as important as ever in high ticket, high involvement categories such as sleep.
• Oasis: The 50-year-old brand from the 100-year-old Lassonde was again voted the most trusted Fruit Juice brand despite heavy competition from international players.

For a full list of the 2025 winners and to see how brands promote their wins, visit www.BrandSparkMostTrusted.com

Alcohol
Category	National Winner	Quebec Winner
Gin	Bombay Sapphire	Romeo's Gin / Bombay Sapphire (TIE)
Hard Seltzer	White Claw	White Claw
Light Beer	Coors Light	Coors Light
Non-alcoholic Beer	Corona 0%	Corona 0%
Rye Whisky	Crown Royal
Value Beer	Budweiser	Coors
Vodka	Smirnoff	Smirnoff

Baby & Kids (Voted by Parents)
Category	National and/or Regional Winner	Quebec Winner
Baby and Kids Laundry Detergent	Ivory Snow	Ivory Snow
Baby Monitor	Vtech
Baby Probiotics	BioGaia
Baby Wash & Shampoo	Johnson's Baby	Johnson's Baby
Baby Wipes	Huggies	Huggies
Breast Pump	Medela	Medela
Children's Cough & Cold Relief	Children's Tylenol	Children's Tylenol
Children's Thermometer	Braun
Diaper Cream	Sudocrem	Zincofax
Dolls	Barbie
Educational Toys	Fisher-Price
Infant / Baby Feeding Products	Philips Avent	Philips Avent
Nipple Cream	Lansinoh
Organic Kids Snacks	Annie's / Gerber / MadeGood (Tie)
Toy Cars	Hot Wheels

Banking & Insurance
Category	National and/or Regional Winner	Quebec Winner
Auto Insurance Provider	Intact Insurance	Intact / Desjardins (TIE)
Bank for Customer Service	RBC / TD (TIE)	National Bank
Credit Union (Ontario)	Meridian Credit Union
Credit Union (Quebec)		Desjardins
Credit Union (West)	Coast Capital / Vancity / Servus (TIE)
Home Insurance Provider	Intact Insurance / TD Insurance (TIE)	Intact / Beneva / Desjardins (TIE)
Individual / Family Health Insurance Provider (Non-Employer)	Blue Cross	Blue Cross
Life Insurance Provider	Sun Life	Industrial Alliance
No Annual Fee Credit Card Provider	PC Financial	Desjardins
Prepaid Credit Card for Credit Building	Koho	Koho
Retirement Investment Services	RBC / TD (TIE)	Desjardins
Rewards Credit Card Provider	PC Financial	Desjardins
Travel Rewards Credit Card Provider	RBC Avion	Desjardins

Dairy
Category	National and/or Regional Winner	Quebec Winner
Butter	Lactantia	Lactantia
Cheddar Cheese	Black Diamond / Cracker Barrel (TIE)	P'tit Québec
Cottage Cheese	Dairyland	Sealtest
Cream Cheese	Philadelphia	Philadelphia
Drinkable Yogurt	Yop	Yop
Greek Yogurt	Oikos	Oikos / Liberte (TIE)
Halal Yogurt	Khaas
High Protein Milk	Fairlife / Natrel (TIE)	Natrel
Icelandic Yogurt/Skyr	Siggi's	Siggi's
Kefir Drink	Liberté
Milk (Atlantic)	Farmers / Scotsburn (TIE)
Milk (Ontario)	Neilson
Milk (Quebec)		Québon
Milk (West)	Dairyland
Mozzarella	Saputo	Saputo
Organic Yogurt	Olympic	Liberté
Premium Aged Cheddar Cheese	Balderson	Balderson
Single Serve Bottled Milk	Milk2Go	Québon
Sour Cream	Gay Lea	Sealtest
Whipped Dairy Cream	Dairyland	Québon

Food & Beverage
Category	National Winner	Quebec Winner
Almond Plant-Based Beverage	Silk	Silk
Baked Kids Cracker	Goldfish	Goldfish
Baking Yeast	Fleischmann's	Fleischmann's
Basmati Rice	Ben's Original	Ben's Original
Bottled Water	Pure Life	eska
Canned Chili	Stagg Chili
Canned Fruit	Del Monte	Del Monte
Canned Luncheon Meat	Spam	Spam
Canned Seafood	Clover Leaf	Clover Leaf
Canned Vegetables	Green Giant	Green Giant
Cooking Oil	Mazola / No Name (TIE)	Mazola / No Name (TIE)
Corn Starch	Fleischmann's	Fleischmann's
Corn Syrup	Crown	Crown
Dairy Free Cheese	Daiya
Eggs	Burnbrae Farms	Burnbrae Farms / Selection (TIE)
Flour	Robin Hood	Five Roses / Robin Hood (TIE)
Fresh Berries	Driscoll's	Driscoll's
Fresh Fruits	Dole	Dole
Frozen Breaded Chicken Products	Jane's	Flamingo
Frozen Fish	High Liner	High Liner
Frozen Pizza	Dr. Oetker	Dr. Oetker
Frozen Plant-based Meat Alternatives	Beyond Meat	Beyond Meat / Yves (TIE)
Frozen Potato Products	McCain	McCain
Fruit Bar	SunRype
Fruit Juice	Oasis	Oasis
Gluten Free Bread	Little Northern Bakehouse / Promise (TIE)
Gluten Free Snacks	Made Good
Granola	Quaker	Quaker
Granola Bar	Nature Valley	Nature Valley
Hazelnut Spread	Nutella	Nutella
Hemp Hearts	Manitoba Harvest
High Value-for-Money Private Label Food	President's Choice	No Name
Hummus	Fontaine Santé	Fontaine Santé
Innovative Private Label Food	President's Choice	President's Choice
Instant Coffee	Nescafé	Nescafé
K-Cup Coffee Pods	Tim Hortons	Tim Hortons
Ketchup	Heinz	Heinz
Kombucha	Rise	Rise
Macaroni & Cheese	Kraft Dinner	Kraft Dinner
Mortadella	San Daniele	San Daniele
Oat Plant-Based Beverage	Silk	Silk
Oatmeal	Quaker	Quaker
Olive Oil	Bertolli	Bertolli
Organic Coffee	Kicking Horse	Café William
Packaged Side Dish	Knorr	Knorr
Packaged Soup Mix	Lipton	Lipton
Pasta	Catelli	Catelli
Peanut Butter	Kraft	Kraft
Pita Chips	Stacy's
Plant-Based Yogurt	Silk	Silk
Premade Garlic Bread	Furlani
Prosciutto	San Daniele	San Daniele
Salad Kit	Taylor Farms	Fresh Attitude
Salami	Mastro / Schneiders (TIE)	Mastro / Roma (TIE)
Sparkling Water (Flavoured)	Bubly	Bubly
Sparkling Water (Non-flavoured)	Perrier	Perrier
Tea	Tetley	David's Tea / Twinings (TIE)
Tea Concentrate	Tazo	Nestea
Tortilla Wraps	Dempster's	Pom
Vegan Chocolate	Lindt
White Bread	Wonder	Pom
Whole Grain Bread	Dempster's	St-Méthode

Health, Beauty, & Personal Care
Category	National Winner	Quebec Winner
Anti-nauseant	Gravol	Gravol
Beauty Tools	Revlon / Sephora (TIE)	Revlon / Sephora / Personelle (TIE)
Black Elderberry Products	Sambucol
Blood Glucose Monitor	Accu-Chek / Contour Next / OneTouch (TIE)	Contour Next
Cold & Flu Relief	Tylenol	Tylenol
Cold Sore Remedy	Abreva	Abreva
Collagen Powder	Organika	Organika
Contact Lens Solution	Bausch & Lomb (Renu, Biotrue)	Bausch & Lomb (Renu, Biotrue)
Cough & Cold Medicine	Tylenol	Tylenol
Electric Razor / Trimmer for Men	Philips	Philips
Electric Toothbrush	Oral-B	Oral-B
Electrolyte Powder	Gatorade	Gatorade
Epilator	Braun / Philips (TIE)
Face Moisturizer	CeraVe / Olay (TIE)	CeraVe / Nivea (TIE)
Face Wipes	Neutrogena	Neutrogena
Fibre Supplement	Metamucil	Metamucil
Foot Cream	O'Keeffes Healthy Feet	Yves Rocher / Aveeno (TIE)
Gas and Bloating Relief	Gas X
Hair Regrowth Products	Rogaine
Hair Removal	Nair	Veet
Hair Styling Tools	Conair	Conair
Headache Relief	Tylenol	Tylenol
Heartburn Relief	Tums	Tums
Hemorrhoid Relief	Preparation H	Anusol
Laxative	RestoraLAX / Senokot (TIE)	Laxaday
Memory Support Supplement	Jamieson	Adrien Gagnon
Mouthwash	Listerine	Listerine
Nasal Allergy Spray	Flonase	Nasonex / Hydrasense (TIE)
Nasal Decongestant Spray	Dristan	Hydrasense
Natural Cosmetics	Burt's Bees
Oral Back Pain Relief	Robax	Robax
Ovulation Test	Clearblue
Pain Relief Patch	Salonpas
Personal EKG Monitor	KardiaMobile
Probiotic Supplements	Jamieson	Bio K+ / Jamieson (TIE)
Prostate Health Supplement	Webber Naturals
Protein Powder	Vega	Shop Santé
Self-Tanner	Jergens	Nuda
Shampoo & Conditioner	Dove / Head & Shoulders (TIE)	Dove
Sleep Aid	Jamieson / Sleep-eze (TIE)	Adrien Gagnon
Sunscreen	Banana Boat / Coppertone (TIE)	Coppertone / La Roche-Posay (TIE)
Teeth Whitening	Crest	Crest
Upset Stomach Relief	Pepto-Bismol	Tums
Vitamin C Powder	Emergen-C

Home Goods & Outdoor
Category	National Winner	Quebec Winner
Action Camera	GoPro	GoPro
Air Fryer	Ninja	Ninja
Air Purifier	Dyson
At-Home Printer	HP	HP
Barbeque Grill	Weber	Napoleon
Beverage Tumbler	Yeti
Blender	Ninja	Ninja
Carpet Cleaner	Bissell
Clothes Iron	Black+Decker
Clothes Steamer	Conair
Cookware	Lagostina / T-Fal (TIE)	Lagostina
Dashcam	Garmin
Dehumidifier	Danby / Honeywell / Noma (TIE)
Dishwasher	Bosch / LG / Samsung (TIE)	LG / Samsung (TIE)
Disposable Lighter	Bic	Bic
Electric Fan	Honeywell	Honeywell / Dyson (TIE)
Electric Kettle	Black+Decker / Hamilton Beach (TIE)	Hamilton Beach / Black+Decker (TIE)
Electric Yard Tools	Black+Decker / Ryobi / Yardworks (TIE)	Black+Decker
Fishing Lures	Rapala
Fishing Rod	Ugly Stik
Food Processor	Ninja	Ninja
Handheld GPS	Garmin	Garmin
Home Generator	Generac / Honda (TIE)
Humidifier	Honeywell	Honeywell
HVAC (Heating / Air Conditioning)	Lennox
Ice Cream Maker	Ninja	Ninja
Kitchen Faucet	Moen	Moen
Light Bulbs	GE / Philips (TIE)	GE
Mattress	Sealy	Sealy
Mattress-in-a-Box	Endy	Endy
Oven / Range	LG / Samsung (TIE)	LG
Portable Speaker	Bose / JBL (TIE)	Bose
Refrigerator	LG	LG / Samsung (TIE)
Single Serve Coffee Maker	Keurig	Keurig
Smart Doorbell	Ring
Space Heater	Honeywell
Stand Mixer	KitchenAid
Tires (Automotive)	Michelin	Michelin
Toaster Oven	Black+Decker	Black+Decker
Toilet	American Standard
Vacuum	Dyson	Dyson
Washer / Dryer	LG	LG

Household & Cleaning
Category	National Winner	Quebec Winner
Bathroom Cleaner	Lysol	Lysol
Bathroom Tissue	Charmin / Kirkland / Royale (TIE)	Kirkland
Broom & Dustpan	Vileda
Carpet Stain Remover	Resolve
Cleaning Products for Wood Floors	Pine-Sol	Pine-Sol
Dishwasher Detergent	Cascade	Cascade
Dishwasher Rinse Aid	Finish	Finish
Disinfectant Spray	Lysol	Lysol
Dryer Sheets	Bounce	Bounce
Exterior Paint	Behr
Exterior Stain	Behr
Fabric Softener	Downy	Downy
Food Storage Bags	Ziploc	Ziploc
Food Storage Containers	Rubbermaid	Tupperware
Garbage Bags	Glad	Glad
Household Cleaner with Natural Ingredients	Attitude / Method (TIE)	Attitude
Insect Control	Raid	Raid
Insect Repellant	OFF!	OFF!
Interior Paint	Behr
Laundry Detergent	Tide	Tide
Laundry Detergent for Sensitive Skin	Tide	Tide
Laundry Disinfectant	Lysol	Lysol
Laundry Scent Booster (In-wash)	Downy	Downy
Laundry Stain Remover	Oxi Clean / Resolve (TIE)	Tide
Laundry Wrinkle Protection (In-wash)	Downy	Downy
Mop & Bucket	Vileda	Vileda
Multi-Purpose Disinfecting Wipes	Lysol	Lysol
Odour Fighting Fabric Rinse	Downy	Downy
Painters Tape	Frog Tape	Frog Tape
Paper Towels	Bounty	Bounty
Toilet Bowl Cleaner	Lysol	Lysol

Petcare (Voted by Pet Owners)
Category	National Winner	Quebec Winner
Cat Litter	Arm & Hammer / Purina Tidy Cats (TIE)	Odourlock
Dental Chews for Dogs	Pedigree Dentastix	Pedigree Dentastix
Dog Treats	Milk-Bone	Pedigree
Dryer Sheets to Repel Pet Hair	Bounce	Bounce
Flea & Tick Prevention	Advantage II / K9 Advantix II
Pet Food Delivery	Amazon / PetSmart (TIE)	Amazon / Mondou (TIE)
Pet Insurance	Trupanion	Trupanion / Desjardins (TIE)
Premium Cat Food	Hill's Science Diet / Purina (TIE)	Hill's Science Diet / Royal Canin (TIE)
Premium Dog Food	Purina	Royal Canin
Virtual / Online Veterinary Service Provider	Vetster

Retail & Grocery
Category	National and/or Regional Winner	Quebec Winner
Convenience Store	7-Eleven / Circle K (TIE)	Couche-Tard
Conventional Grocery Store (Atlantic)	Sobey's
Conventional Grocery Store (Ontario)	Metro
Conventional Grocery Store (Quebec)		IGA / IGA Extra
Conventional Grocery Store (West)	RCSS / Safeway (TIE)
Department Store for Fashion	Hudson Bay / Winners (TIE)	Simons
Grocery Pickup and Delivery	Walmart
Grocery Store for Customer Service	Walmart	IGA / Maxi (TIE)
Grocery Store for Low Prices / Affordability (Atlantic)	Walmart
Grocery Store for Low Prices / Affordability (Ontario)	No Frills
Grocery Store for Low Prices / Affordability (Quebec)		Maxi
Grocery Store for Low Prices / Affordability (West)	Walmart
Home Improvement Retailer	Home Depot
Jewellery Store	Peoples
Mattress Retailer	Sleep Country / Dormez-vous	Dormez-vous
Neighbourhood Hardware Store	Home Hardware	Rona
Pharmacy	Shoppers Drug Mart / Pharmaprix	Jean Coutu
Quick Service Restaurant for Chicken	Kentucky Fried Chicken	St-Hubert
Quick Service Restaurant for Sandwiches	Subway	Subway
Restaurant for Family Dining	Swiss Chalet	St-Hubert
Retailer for Hunting & Fishing Gear	Bass Pro Shops & Cabela's	Sail / Pronature (TIE)
Retailer for Lower Prices on Baby & Kids Products	Walmart
Retailer for Lower Prices on Electronics	Best Buy	Best Buy
Retailer for Lower Prices on Health, Beauty & Personal Care	Walmart	Jean Coutu
Retailer for Lower Prices on Home Décor & Furnishings	Homesense	Homesense / Ikea (TIE)
Retailer for Lower Prices on Large Appliances	Costco	Meubles RD / Tanguay (TIE)
Retailer for Lower Prices on Pet Products	Petsmart / Walmart (TIE)	Mondou
Retailer for Lower Prices on Small Appliances	Walmart	Walmart
Retailer for Lower Prices on Toys	Walmart	Walmart
Retailer of Camping Gear	Canadian Tire	Sail

Services
Category	National and/or Regional Winner	Quebec Winner
Cruiseline	Princess / Royal Caribbean (TIE)	Norwegian
Digital Document Signature	Docusign	Docusign
DNA Testing	Ancestry
Express Package Delivery	Fedex	Purolator
Health Diagnostic Services	Lifelabs	Biron / Telus (TIE)
Hearing Centre	Costco / Hearing Life (TIE)	Forget
Loyalty Program	PC Optimum	MOI / PC Optimum (TIE)
Meal Kit Delivery Service	Hellofresh	Goodfood
Moving & Storage Company	U-Haul	U-Haul
Online Casino (Ontario)	OLG
Online Casino (Quebec)		Loto-Québec
Online Healthcare Platform	Telus Health
Professional Movers	Two Men And A Truck
Real Estate Agency	Re/Max	Re/Max
Roadside Assistance Service	CAA	CAA
Sports Betting Provider	Bet365	Loto Québec Mise-o-jeu
Tool Rental Service	Home Depot	Lou-Tec
Travel Insurance Provider	CAA Insurance	Blue Cross
Travel Price Comparison App	Expedia	Expedia
Weight Loss Program	WW (Weight Watchers)	WW (Weight Watchers)

Telecommunications & Media
Category	National Winner	Quebec Winner
Cellular Service Provider	Bell / Rogers / Telus (TIE)
High Speed Internet Provider for Wi-Fi Connectivity	Bell
High Speed Internet Provider for Wi-Fi Performance	Bell
Home Phone Service Provider	Bell
Home Security Provider	Telus Smarthome Security	Telus Smarthome Security
Magazine for Celebrity News	People	7 jours
Magazine for Health (Men)	Men's Health
Magazine for Health (Women)	Women's Health
Magazine for Travel	CAA Magazine	CAA Magazine
TV Service Provider	Bell / Rogers (TIE)

How Winners Are Determined

The BrandSpark Most Trusted Awards are based on the 2025 BrandSpark Canadian Trust Study, in which BrandSpark surveyed a nationally representative sample of 35,200 Canadian shoppers to determine the most trusted brands in Canada. Their top-of-mind unaided responses for categories they actively shop and services they use formed the basis for ranking, with ties declared if the margin of victory was within 3%. To be declared a winner or within the top 3 most trusted brands, a brand had to achieve a minimum 10% trust share in its category. For more information about the methodology consult www.BrandSparkMostTrusted.com

About BrandSpark International

Founded in 2001, BrandSpark International is a research and consulting firm dedicated to providing brands with the insights necessary to understand omnichannel shoppers, refine strategic brand positioning, build consumer trust, and enhance the success of new product launches.

Permission and authorization from Best New Product Awards Inc. are required to reference the BrandSpark Most Trusted Awards win or use the Most Trusted Logo or winning Claims.

For media inquiries, licensing requests, or interview opportunities, please contact:

Adam Bellisario
Associate Vice-President, BrandSpark Most Trusted Awards
[email protected]

SOURCE BrandSpark International