Over 18,000 Canadians voted for the 2020 BrandSpark® Most Trusted Award Winners
TORONTO, March 17, 2020 /CNW/ - Now more than ever, Canadians are looking for transparency and direction. Consumers are shifting their purchasing behaviour and relying more heavily on ecommerce. Offering guidance amongst the unparalleled choice of products online and in store, the 7th annual BrandSpark Most Trusted Awards (BMTA) have been announced, based on results from the largest trust study in Canada. Canadians voted for the brands that they trust the most in 150 categories ranging from Food & Beverage, Health, Beauty, Household, Pet, and Home Goods. BrandSpark bestows this award each year to help consumers shop smarter and to help brands easily identify themselves as the leader in the category.
"Consumers are shopping differently over the past days and weeks, with a mind toward pantry preparation, increased spending in the CPG category and more online purchases. BrandSpark has quantified consumer trust via the Canadian shoppers who vote and identify which brands are delivering on their promises," said Robert Levy, President of BrandSpark International.
Some highlights from this year's BrandSpark® Canadian Trust Study
With the recent emphasis on prevention of disease and germ spread, Canadians have chosen Lysol as their most trusted multi-purpose disinfecting cleaner.
Out of 150 brands in the study, Crayola has the largest share of consumer trust in its category (Children's Colouring), proving that the 134-year old brand continues to provide the best colouring experience in the industry.
Sustainable food producers are building trust with brands like Clover Leaf (Canned Tuna), which was rated strongly by consumers for shared values. Catelli won in the pasta category; both categories are showing increased interest and purchase.
While Bounty cleaned up in the Paper Towel category, Kirkland and Royale tied in Bathroom Tissue. Though store brands rated extremely high on 'fair pricing', trust in quality is still generally stronger for brand names, even in staple dairy categories like sour cream (Dairyland winner in the West, Gay Lea winner in Ontario).
Perceptions of superior quality drove the winning brands across home appliances and personal electronics, but the strongest quality rating among category shoppers actually appeared in Chocolate for Lindt.
Leveraging the consumer voice through recommendations can elevate brands across varied categories. BrandSpark Most Trusted winners that were cited particularly often as recommended by other consumers include Braun (Children's Thermometer), Bose (Portable Speaker), and Weber (Barbeque).
Resonating with the values of target consumers can help create connections for any brand but is particularly important when offering natural products (eg. Natural Cosmetics, Natural Skin Care) and in baby categories (eg. Baby Lotion, Baby Bottle, Infant Learning Toys).
Consumers trust brands more when they can be transparent about what goes into their products. Maple Leaf's move to simpler ingredients and more front-of-pack information helped them capture the top spot for Hot Dogs.
Folgers / Maxwell House / Nescafé / Tim Hortons (TIE)
Cooking Oil Spray *
Cottage Cheese (Western Canada)
Cottage Cheese (Ontario)
Cream Cheese *
Fresh Baguette *
Frozen Potato Products
Gluten Free Bread *
Glutino / Udi's (TIE)
Gluten Free Snacks *
Herbs & Spices *
Instant Rice *
Milk (Western Canada)
Natural Peanut Butter *
Non-dairy Milk Alternative
Nut Free Children's Snacks *
Organic Mac and Cheese *
Premium Coffee *
Sour Cream (Ontario)
Sour Cream (Western Canada)
Yves Veggie Cuisine
Whipped Cream *
White Bread *
Whole Wheat / Multigrain Bread *
How winners are determined
More than 18,000 Canadian shoppers voted for the BrandSpark Most Trusted Awards winners for 2020 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 3%. The study is weighted to be nationally representative of English and French Canada. The questions were included in the annual BrandSpark Canadian Trust Study. BrandSpark also conducts the BrandSpark Most Trusted Awards annually in the United States. Full Study results are available. Contact Phillip Scrutton[email protected]
About BrandSpark International
Founded in 2001, BrandSpark International is a boutique research and consulting firm that provides leading organizations with the clear direction they need to optimize brand positioning, ignite brand strategy, understand the evolving omni-channel shopper and prioritize growth initiatives. BrandSpark Marketing Services runs major awards programs Best New Product Awards and BrandSpark Most Trusted Awards, and a new consumer site, Shopper Army.ca which is a community of shoppers who test products and provide quality ratings and reviews, and also shopper actions and feedback. Shopper Army also offers cash back at 100+ online stores.