2024 BrandSpark Most Trusted Awards Winners Announced for Consumer Products, Retail and Services Brands in the 11th Annual Edition

Market research firm BrandSpark International released their 2024 list of the brands Americans trust most in 256 consumer goods, retail, and services categories, expanded to include the top 3 brands in most categories, based on a national survey of 26,646 American shoppers and 182,080 individual brand responses.

NEW YORK, Jan. 17, 2024 /PRNewswire/ - BrandSpark International, a leading market research and consulting firm, released their 2024 BrandSpark Most Trusted Awards winners, in collaboration with Newsweek Magazine. Now in its 11^th edition, BrandSpark's annual survey gathered top-of-mind unaided responses from qualified American shoppers on the brands they trust most for product, retail, and services categories they shop and use.

Brand trust plays a pivotal role in the choices made by consumers. "BrandSpark's highly credible list of brands that are most trusted by American shoppers helps consumers make more informed shopping decisions, while enabling brands to leverage and communicate their hard-earned trust," says Adam Bellisario, Associate Vice-President of the BrandSpark Most Trusted Awards.

In the 2024 edition, BrandSpark broadened the scope of the Program by recognizing not only the #1 brand consumers trust the most, but in addition the Program now recognizes the second and third ranked brands that are also most trusted by consumers in their respective category, where sufficient votes allowed. "We felt consumers and brands could benefit from knowing the top 3 brands in each category," says Robert Levy, Founder and President of BrandSpark International. "Despite the challenges posed on shopping households nationwide, numerous brands have maintained their coveted #1 trust position in our survey. Trust resilience allows these top brands to uphold their leading positions, and challenge competing brands," Levy continued.

Top 3 and the Vulnerability of Winners

Within the framework of the BrandSpark American Trust Study, trust resilience and trust share are core elements. Trust share denotes which brand a consumer trusts the most, while trust resilience gauges how much more those consumers trust the brand compared to its competition. "The interplay between these two factors reveals opportunities for brands to gain trust share and capitalize on any vulnerabilities in the trust of a leading brand," says Philip Scrutton, VP Shopper Insights at BrandSpark. "BrandSpark hopes that this knowledge empowers brands to incorporate trust drivers strategically into their product and marketing efforts to strengthen relationships with consumers and establish a meaningful differentiation," says Scrutton.

Trust Trends: Significant Results from the 2024 BrandSpark American Trust Study

1. While Americans are turning increasingly to discount retail they are sticking with the top brands they love in certain categories: the top ten brands by trust share in the 2024 American Trust Study is a resilient roster of name brands so strong they are almost synonymous with their respective categories:

Bandages: Band-Aid
Canned Soups & Broths: Campbell's
Dish Soap: Dawn
Disinfectant Spray: Lysol
Drain Cleaner: Drano
Glass Cleaner: Windex
Hazelnut Spread: Nutella
Insect Repellant (for use on body): OFF!
Ketchup: Heinz
Oatmeal: Quaker

2. In the current landscape of heightened inflation in the grocery sector, discount grocery giant Aldi stands out, securing three first-rank and one second-rank mentions in various regional categories under the Grocery Store umbrella. This underscores the potential of a strong private label strategy and commitment to providing cost-effective solutions to the challenges consumers face. Aldi builds trust by offering innovative new products and brands to attract and loyalize consumers. Aldi's wins are:

Rank 1: Grocery Store For Low Prices / Affordability - (Midwest): Aldi
Rank 1: Grocery Store For Low Prices / Affordability (Northeast): Aldi
Rank 1: Small Format Grocery Store: Aldi
Rank 2: Grocery Store For Low Prices / Affordability (South): Aldi

3. Procter & Gamble continues to dominate the first place mentions with 37 category wins concentrated in Household & Cleaning and Beauty & Personal Care. Procter & Gamble's long history of research and innovation, and strategy of communicating product superiority, continues to prove effective at maintaining trust share levels of their leading brands. Philip Scrutton, VP of Consumer & Shopper Insight at BrandSpark remarked that "The BrandSpark American Trust Study reveals again that product or service quality, fair price, consistency, and transparency have the strongest impact on building trust with consumers. We encourage marketers to prioritize these factors to increase consumer resilience and gain share over time."

4. Other manufacturers with a significant number of category wins:

Haleon: 6 wins
Kenvue: 13 wins
L'Oréal: 5 wins
Nestlé: 12 wins
PepsiCo: 5 wins
Reckitt: 11 wins
S.C. Johnson: 8 wins
Unilever, Church & Dwight, General Mills, , Kraft Heinz, Mondelez, J.M Smucker Company: 4 wins each

The 2024 BrandSpark Most Trusted Awards winners are listed below. In order to appear on the trust list, each brand had to earn at least 10% trust share.

See details at www.BrandSparkMostTrusted.com.*

HOUSEHOLD & CLEANING
#	CATEGORY	RANK #1	RANK #2	RANK #3
1	Air Freshener	Febreze	Glade	Air Wick
2	All-Purpose Cleaner	Lysol	Clorox	Mr. Clean
3	Bathroom Cleaner	Lysol / Clorox (Tie)		Scrubbing Bubbles
4	Bathroom Tissue	Charmin	Angel Soft /Scott (Tie)
5	BBQ Grill Cleaner	Easy-Off / Weber (Tie)
6	Broom & Dust Pan	Libman	O-Cedar
7	Carpet Cleaner / Shampoo	Bissell	Resolve
8	Carpet Stain Remover	Resolve	Bissell
9	Dish Soap	Dawn
10	Dishwasher Detergent	Cascade	Finish
11	Dishwasher Rinse Aid	Finish	Cascade
12	Disinfectant Spray	Lysol	Clorox
13	Drain Cleaner	Drano	Liquid-Plumr
14	Dryer Sheets	Bounce	Gain	Downy
15	Dryer Sheets to Repel Pet Hair	Bounce	Gain / Downy (Tie)
16	Exterior Paint	Behr	Sherwin- Williams
17	Exterior Stain	Behr
18	Fabric Rinse for Odor Removal	Downy
19	Fabric Softener	Downy	Gain / Snuggle (Tie)
20	Food Storage Bags	Ziploc	Glad
21	Food Storage Containers	Ziploc / Rubbermaid (Tie)		Glad
22	Garbage Bags	Hefty	Glad
23	Glass Cleaner	Windex
24	Insect Control	Raid	Ortho
25	Insect Repellant	Off!
26	Interior Paint	Behr	Sherwin- Williams
27	Laundry Detergent	Tide	Gain
28	Laundry Detergent for Cold Water Washing	Tide	Gain
29	Laundry Detergent for Deep Cleaning	Tide	Gain
30	Laundry Detergent for Great Scent	Tide / Gain (Tie)
31	Laundry Detergent for Overall Value	Tide	Gain	Arm & Hammer
32	Laundry Detergent for Sensitive Skin	Tide	All	Arm & Hammer
33	Laundry Disinfectant	Lysol	Tide
34	Laundry Machine Cleaner	Tide	Affresh
35	Laundry Scent Booster (In- Wash)	Downy Unstopables	Gain
36	Laundry Stain Remover	Shout	Oxiclean / Tide (Tie)
37	Laundry Wrinkle Protection (In-Wash)	Downy
38	Mop and Bucket	O-Cedar	Libman / Mr. Clean (Tie)
39	Mosquito Repelling Device	Off!
40	Multi-Purpose Disinfecting Wipes	Clorox / Lysol (Tie)
41	Oven Cleaner	Easy-Off
42	Paper Towels	Bounty	Brawny
43	Strong Hold Glue	Gorilla
44	Toilet Bowl Cleaner	Lysol	Clorox

PET CARE
#	CATEGORY	RANK #1	RANK #2	RANK #3
45	Cat Food	Purina	Friskies	Meow Mix
46	Cat Litter	Purina Tidy Cats	Arm & Hammer	Fresh Step
47	Cat Treats	Temptations	Friskies
48	Dental Chews for Dogs	Greenies	Pedigree Dentastix
49	Dog Shampoo & Conditioner	Hartz	Burt's Bees
50	Dog Treats	Milk-Bone	Purina
51	Dog Vitamins and Supplements	Zesty Paws
52	Dry Dog Food	Purina	Pedigree / Blue Buffalo (Tie)
53	Pet Stain & Odor Remover	Resolve	Arm & Hammer / Nature'sMiracle (Tie)
54	Wet Dog Food	Purina	Pedigree

HOME GOODS
#	CATEGORY	RANK #1	RANK #2	RANK #3
55	Air Purifier	Honeywell
56	Comfort Footwear	Skechers	Nike
57	Electric Fan	Lasko	Honeywell
58	Extreme Cold Outerwear	The North Face	Columbia / Carhartt (Tie)
59	Food Processor	Ninja	Cuisinart / KitchenAid (Tie)
60	Hiking Footwear	Merrell / Timberland (Tie)		Columbia
61	Home Generator	Generac	Honda
62	Humidifier	Vicks	Honeywell
63	Massage Gun	Theragun
64	Mattress	Sealy / Serta (Tie)
65	Mattress-in-a-Box	Purple
66	Outdoor Barbeque Grill	Weber
67	Oven / Range	GE	Samsung / Whirlpool (Tie)
68	Portable Speaker	JBL	Bose
69	Single Serve Coffee Maker	Keurig
70	Stand Mixer	KitchenAid
71	Vacuum	Dyson / Shark (Tie)		Bissel / Hoover (Tie)
72	Washer / Dryer	Whirlpool	Samsung / Maytag (Tie)

FOOD & BEVERAGE
#	CATEGORY	RANK #1	RANK #2	RANK #3
73	Almond Plant-Based Beverage	Silk	Almond Breeze
74	Baking Yeast	Fleischmann's	Red Star
75	Bottled Water	Dasani
76	Butter	Land O' Lakes
77	Canned Seafood	Starkist	Chicken of the Sea	Bumble Bee
78	Canned Soups & Broths	Campbell's	Progresso
79	Canned Tomatoes	Hunt's	Del Monte
80	Caramel Candy	Werther's Original	Kraft
81	Cheese	Kraft	Sargento
82	Chocolate Chip Cookies	Chips Ahoy!
83	Chocolate Chips	Nestlé Tollhouse	Hershey's Chipits
84	Chocolate Flavoring Mix	Hershey's	Nesquik
85	Coffee Creamer	Coffee-Mate	International Delight
86	Coffee Pods	Starbucks / Folgers (Tie)		Dunkin'
87	Cooking Oil Spray	Pam	Great Value
88	Dairy Free Cheese	Daiya / Kraft (Tie)		Violife
89	Dessert Mixes / Fillings	Betty Crocker	Duncan Hines / Jell-O (Tie)
90	Easter Chocolate	Hershey's / Cadbury (Tie)		Reese's
91	Eggs	Eggland's Best
92	Espresso Coffee (Whole Bean / Ground)	Starbucks	Folgers
93	Flour	Gold Medal	Pillsbury
94	Frozen Fish	Gorton's
95	Frozen Pie Shells	Pillsbury
96	Frozen Pizza	DiGiorno	Red Baron
97	Frozen Potato Products	Ore-Ida
98	Ginger Ale	Canada Dry	Schweppes	Seagram's
99	Hazelnut Spread	Nutella
100	Jerky	Jack Link's	Slim Jim
101	Ketchup	Heinz
102	Milk Chocolate Bar	Hershey's
103	Oat Plant-Based Beverage	Oatly!	Planet Oat / Silk (Tie)
104	Oatmeal	Quaker
105	Peanut Butter	Jif	Skippy	Peter Pan
106	Plant-Based Meat Alternative	Beyond Meat	Morning Star Farms / Impossible (Tie)
107	Plant-Based Yogurt	Silk	Chobani	Yoplait
108	Potato Chips	Lay's
109	Premade Cooking Sauce / Marinade	Prego	Ragu
110	Premium Ground Coffee (Non-Espresso)	Folgers	Starbucks
111	Premium Ice Cream	Breyers	Ben & Jerry's
112	Private Label Brand for Value	Great Value
113	Rehydration Drink	Gatorade	Powerade
114	Rice	Ben's Original	Minute Rice
115	Sparkling Water	Lacroix / Sparkling Ice (Tie)		Perrier
116	Tea	Lipton
117	Tortilla Chips	Tostitos	Doritos
118	Tortilla Wraps	Mission
119	White Bread	Wonder	Sara Lee
120	Whole Grain Bread	Sara Lee	Dave's Killer Bread
121	Whole Grain Crackers	Wheat Thins	Triscuit	Ritz
122	Yogurt	Yoplait	Chobani

BEAUTY & PERSONAL CARE
#	CATEGORY	RANK #1	RANK #2	RANK #3
123	Anti-Aging Skin CareProducts	Olay
124	Body Moisturizer	Dove / Aveeno /Jergens (Tie)
125	Concealer	CoverGirl /Maybelline (Tie)		e.l.f.
126	Cotton Swab	Q-Tips
127	Electric Toothbrush	Oral-B	Philips Sonicare	Colgate
128	Face Cleanser	Neutrogena / Cerave (Tie)
129	Face Moisturizer	Olay	Cerave
130	Face Primer	e.l.f.
131	Face Wipes	Neutrogena
132	Lip Color	Revlon	Maybelline / Cover Girl / L'Oréal (Tie)
133	Mascara	Maybelline	Cover Girl / L'Oréal (Tie)
134	Men's Deodorant/Antiperspirant	Old Spice	Degree	Dove / Axe (Tie)
135	Men's Hair Color	Just For Men
136	Men's Shaving	Gillette
137	Micellar Water	Garnier
138	Mouthwash	Listerine	Crest / Scope (Tie)
139	Self-Tanner	Jergens
140	Shampoo & Conditioner	Suave	Head & Shoulders / Pantene (Tie)
141	Teeth Whitening	Crest	Colgate
142	Water Flosser	Waterpik	Oral-B
143	Whitening Toothpaste for Sensitive Teeth	Sensodyne / Crest (Tie)		Colgate
144	Women's Deodorant/Antiperspirant	Secret	Dove	Degree
145	Women's Hair Color	L'Oréal	Revlon / Clairol (Tie)
146	Women's Shaving	Gillette	Schick / Bic (Tie)

OVER-THE-COUNTER HEALTH
#	CATEGORY	RANK #1	RANK #2	RANK #3
147	Acne Patch	Hero
148	Acne Treatment Subscription	Proactiv
149	Adult Multivitamin	Centrum	One A Day
150	Adult Sunscreen	Coppertone	Banana Boat / Neutrogena (Tie)
151	Allergy Eye Drops	Visine	Clear Eyes
152	Allergy Relief	Benadryl / Claritin (Tie)		Zyrtec
153	Bandages	Band-Aid
154	Black Elderberry Products	Sambucol
155	Blood Glucose Monitor	OneTouch	Freestyle / Accu-Chek (Tie)
156	Cold Sore Remedy	Abreva	Carmex
157	Collagen Powder	Vital Proteins
158	Common Headache Relief	Tylenol	Advil
159	Contact Lenses	Acuvue	Bausch + Lomb
160	Cough Drops/Lozenge	Halls	Ricola
161	Denture Adhesive	Fixodent	Poligrip
162	Feminine Hygiene Pads	Always	U By Kotex
163	Fiber Supplement	Metamucil	Benefiber
164	Hair Regrowth Products	Rogaine
165	Hair Removal	Nair
166	Heart Health Supplement	Nature Made
167	Heartburn Relief	Tums
168	Joint Health Supplement	Osteo Bi-Flex
169	Laxative	Miralax / Dulcolax (Tie)		Ex-Lax
170	Memory Support Supplement	Prevagen
171	Migraine Headache Relief	Excedrin	Tylenol
172	Nasal Spray	Flonase	Afrin	Vicks Sinex
173	Oral Back Pain Relief	Tylenol	Aleve / Advil (Tie)
174	Pain Relief Patch	Salonpas	Icy Hot
175	Pregnancy Test	Clearblue	First Response
176	Tampons	Tampax	Playtex / U By Kotex (Tie)
177	Upset Stomach Relief	Pepto-Bismol	Tums
178	Yeast Infection Medication	Monistat

BABY & KIDS
#	CATEGORY	RANK #1	RANK #2	RANK #3
179	Baby and Kids Laundry Detergent	Dreft	All
180	Baby Gear	Graco
181	Baby Monitor	VTech	Nanit
182	Baby Wash / Shampoo	Johnson's Baby	Baby Dove / Aveeno Baby (Tie)
183	Baby/Toddler Feeding Products	Gerber	Munchkin
184	Breast Pump	Medela	Spectra
185	Children's Cough Medicine	Children's Tylenol	Children's Robitussin / Zarbee's Naturals (Tie)
186	Children's Thermometer	Vicks / Braun (Tie)
187	Diapers	Pampers	Huggies
188	Dolls	Barbie
189	Infant / Baby Feeding Products	Dr. Brown's	Philips Avent / Gerber (Tie)
190	Natural Baby Care	Johnson's Baby	Aveeno Baby
191	Nursing Pads	Lansinoh
192	Organic Baby Food	Gerber
193	Toys	Fisher-Price	Lego

AUTOMOTIVE
#	CATEGORY	RANK #1	RANK #2	RANK #3
194	Auto Brake Service Provider (Non-Dealer)	Midas
195	Auto Insurance Provider	State Farm	Progressive / Geico (Tie)
196	Auto Muffler Service Provider (Non-Dealer)	Midas	Meineke
197	Auto Rental Company	Enterprise	Hertz	Avis
198	Car Detailing Products	Armor All	Meguiar's
199	Extended Auto Warranty (Non-Manufacturer)	CarShield
200	Gas Station	Shell
201	Oil and Lube Change Service	Jiffy Lube
202	Tire Sales & Service	Discount Tire (America's Tire)	Goodyear
203	Tires	Goodyear	Michelin	Firestone
204	Windshield Repair / Replacement Service	Safelite AutoGlass

RESTAURANTS & RETAIL
#	CATEGORY	RANK #1	RANK #2	RANK #3
205	Convenience Store	7-Eleven
206	Conventional Grocery Store (Midwest)	Kroger	Walmart / Meijer (Tie)
207	Conventional Grocery Store (Northeast)	ShopRite	Stop & Shop
208	Conventional Grocery Store (South)	Kroger / Publix (Tie)		Walmart
209	Conventional Grocery Store (West)	Safeway
210	Department Store for Fashion	Kohl's/ Macy's (Tie)
211	Dollar Store	Dollar Tree	Dollar General	Family Dollar
212	Grocery Store for Affordable Baby Products	Walmart
213	Grocery Store for Affordable Gluten Free Products	Walmart
214	Grocery Store for Affordable Natural & Organic Products	Whole Foods Market / Trader Joe's (Tie)		Walmart
215	Grocery Store for Affordable Wine	Walmart
216	Grocery Store for Low Prices / Affordability - (Midwest)	Aldi	Walmart	Kroger
217	Grocery Store for Low Prices / Affordability (Northeast)	Aldi	Walmart	Shoprite
218	Grocery Store for Low Prices / Affordability (South)	Walmart	Aldi	Kroger
219	Grocery Store for Low Prices / Affordability (West)	Walmart	Winco
220	Grocery Store for Natural & Organic Food	Whole Foods Market	Trader Joe's	Sprouts Farmers Market
221	Grocery Store for Pickup and Delivery (Midwest)	Walmart	Kroger
222	Grocery Store for Pickup and Delivery (Northeast)	Walmart
223	Grocery Store for Pickup and Delivery (South)	Walmart	Kroger
224	Grocery Store for Pickup and Delivery (West)	Walmart
225	Juice and Smoothie Bar	Jamba	Smoothie King / Tropical Smoothie Cafe (Tie)
226	Mattress Retailer	Mattress Firm
227	Online Retailer for Pet Supplies	Chewy	Amazon / PetSmart (Tie)
228	Quick Service Restaurant for Burgers	McDonald's	Burger King	Wendy's
229	Quick Service Restaurant for Pizza	Domino's	Pizza Hut	Little Caesars
230	Quick Service Restaurant for Sandwiches	Subway	Mcdonald's
231	Restaurant Chain for Chicken	KFC	Chick-fil-A	Popeyes
232	Retailer of Camping Gear	REI	Bass Pro Shops & Cabela's
233	Retailer of Hunting & Fishing Gear	Bass Pro Shops & Cabela's
234	Small Format Grocery Store	Aldi

SERVICES
#	CATEGORY	RANK #1	RANK #2	RANK #3
235	Airline Rewards Credit Card	Delta	Southwest / American Airlines / United (Tie)
236	Bank for Personal Banking	Chase
237	Cashback Credit Card Provider	Discover / Capital One (Tie)		Chase
238	Cellular Service Provider	T-Mobile / Verizon (Tie)		AT&T
239	DNA Testing	Ancestry	23andMe
240	High Speed Internet Provider	Xfinity	Spectrum	AT&T
241	Home Insurance Provider	State Farm	Allstate
242	Home Phone Service Provider	AT&T	Verizon	Spectrum / Xfinity (Tie)
243	Home Security Provider	ADT	Ring
244	Junk Removal Service	1-800-Got-Junk?
245	Lower Fee Investment Brokerage	Fidelity Investments	Charles Schwab
246	Meal Kit Delivery Service	HelloFresh
247	Online Casino	FanDuel
248	Online Language Learning	Duolingo	Babbel
249	Online Real Estate Marketplace	Zillow	Realtor.com
250	Online Sports Book	DraftKings	FanDuel
251	Parcel Delivery Service	UPS	USPS / FedEx (Tie)
252	Pharmacy	CVS Pharmacy	Walgreens Pharmacy
253	Real Estate Agency	RE/MAX
254	TV Service Provider	Xfinity	Spectrum
255	Website Builder	Wix	GoDaddy
256	Weight Loss Program	WW (Weight Watchers)

How winners are determined

26,646 qualified American shoppers determined the 2024 BrandSpark Most Trusted Awards winners in 256 individual categories, through 182,080 top-of-mind unaided responses for the brand they trust most in product categories they shop, retailers they shop, and services they use. The brand voted most trusted is listed as Rank #1 and any brand Ranked 1-3 is considered a "Top 3 Trust Leader". Ties are declared when the margin of trust share is less than 3% from another brand. Brands must exceed a minimum threshold of 10% of unaided citations to be included in the list.

The Program is in its 11^th year in the United States and Canada, and this is the second year of UK results. The BrandSpark Most Trusted Awards continue to set the standard for highly credible consumer-voted awards.

About BrandSpark International

Founded in 2001, BrandSpark International is a research and consulting firm that provides brands with the insights they need to understand the omnichannel shopper, refine their strategic brand positioning, build consumer trust and improve the success of their 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.

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