2024 BrandSpark Most Trusted Awards Winners Announced for Consumer Products, Retail and Services Brands in the 11th Annual Edition
Market research firm
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
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
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
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
- 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.
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 |
|
|
3 |
Bathroom Cleaner |
Lysol / Clorox |
Scrubbing |
|
|
4 |
Bathroom Tissue |
Charmin |
Angel Soft / |
|
|
5 |
BBQ Grill Cleaner |
Easy-Off / Weber |
||
|
6 |
Broom & Dust Pan |
|
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 |
Bounce |
Gain / Downy |
|
|
16 |
Exterior Paint |
Behr |
Sherwin- |
|
|
17 |
Exterior Stain |
Behr |
||
|
18 |
Fabric Rinse for Odor |
Downy |
||
|
19 |
Fabric Softener |
Downy |
Gain / Snuggle |
|
|
20 |
Food Storage Bags |
Ziploc |
Glad |
|
|
21 |
Food Storage Containers |
Ziploc / |
Glad |
|
|
22 |
Garbage Bags |
Hefty |
Glad |
|
|
23 |
Glass Cleaner |
Windex |
||
|
24 |
Insect Control |
Raid |
Ortho |
|
|
25 |
Insect Repellant |
Off! |
||
|
26 |
Interior Paint |
Behr |
Sherwin- |
|
|
27 |
Laundry Detergent |
Tide |
Gain |
|
|
28 |
Laundry Detergent for Cold |
Tide |
Gain |
|
|
29 |
Laundry Detergent for Deep |
Tide |
Gain |
|
|
30 |
Laundry Detergent for Great |
Tide / Gain (Tie) |
||
|
31 |
Laundry Detergent for |
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- |
Downy |
Gain |
|
|
36 |
Laundry Stain Remover |
Shout |
Oxiclean / Tide |
|
|
37 |
Laundry Wrinkle Protection |
Downy |
||
|
38 |
Mop and Bucket |
O-Cedar |
|
|
|
39 |
Mosquito Repelling Device |
Off! |
||
|
40 |
Multi-Purpose Disinfecting |
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 |
|
Arm & Hammer |
Fresh Step |
|
47 |
Cat Treats |
Temptations |
Friskies |
|
|
48 |
Dental Chews for Dogs |
Greenies |
Pedigree |
|
|
49 |
Dog Shampoo & Conditioner |
Hartz |
|
|
|
50 |
Dog Treats |
Milk-Bone |
Purina |
|
|
51 |
Dog Vitamins and |
Zesty Paws |
||
|
52 |
Dry Dog Food |
Purina |
Pedigree / Blue |
|
|
53 |
Pet Stain & Odor Remover |
Resolve |
Arm & Hammer / |
|
|
54 |
Wet Dog Food |
Purina |
Pedigree |
|
|
HOME GOODS |
||||
|
# |
CATEGORY |
RANK #1 |
RANK #2 |
RANK #3 |
|
55 |
Air Purifier |
Honeywell |
||
|
56 |
|
Skechers |
Nike |
|
|
57 |
Electric Fan |
Lasko |
Honeywell |
|
|
58 |
Extreme Cold Outerwear |
The North Face |
|
|
|
59 |
Food Processor |
Ninja |
|
|
|
60 |
Hiking Footwear |
Merrell / |
|
|
|
61 |
Home Generator |
Generac |
Honda |
|
|
62 |
Humidifier |
Vicks |
Honeywell |
|
|
63 |
Massage Gun |
Theragun |
||
|
64 |
Mattress |
Sealy / |
||
|
65 |
Mattress-in-a-Box |
Purple |
||
|
66 |
|
Weber |
||
|
67 |
Oven / Range |
|
Samsung / |
|
|
68 |
Portable Speaker |
JBL |
Bose |
|
|
69 |
Single Serve Coffee Maker |
Keurig |
||
|
70 |
Stand Mixer |
KitchenAid |
||
|
71 |
Vacuum |
|
Bissel / (Tie) |
|
|
72 |
Washer / Dryer |
Whirlpool |
Samsung / |
|
|
FOOD & BEVERAGE |
||||
|
# |
CATEGORY |
RANK #1 |
RANK #2 |
RANK #3 |
|
73 |
Almond Plant-Based |
Silk |
Almond Breeze |
|
|
74 |
Baking Yeast |
Fleischmann's |
|
|
|
75 |
Bottled Water |
Dasani |
||
|
76 |
Butter |
Land O' Lakes |
||
|
77 |
|
Starkist |
Chicken of the |
|
|
78 |
Canned Soups & Broths |
|
Progresso |
|
|
79 |
Canned Tomatoes |
Hunt's |
Del Monte |
|
|
80 |
Caramel Candy |
Werther's |
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 / |
Dunkin' |
|
|
87 |
Cooking Oil Spray |
Pam |
Great Value |
|
|
88 |
Dairy Free Cheese |
Daiya / |
Violife |
|
|
89 |
Dessert Mixes / Fillings |
|
|
|
|
90 |
Easter Chocolate |
Hershey's / |
Reese's |
|
|
91 |
Eggs |
|
||
|
92 |
Espresso Coffee (Whole Bean |
Starbucks |
Folgers |
|
|
93 |
Flour |
Gold Medal |
Pillsbury |
|
|
94 |
Frozen Fish |
|
||
|
95 |
Frozen Pie Shells |
Pillsbury |
||
|
96 |
Frozen Pizza |
DiGiorno |
Red Baron |
|
|
97 |
Frozen Potato Products |
Ore-Ida |
||
|
98 |
|
Canada Dry |
Schweppes |
Seagram's |
|
99 |
Hazelnut Spread |
Nutella |
||
|
100 |
Jerky |
|
|
|
|
101 |
Ketchup |
Heinz |
||
|
102 |
Milk Chocolate Bar |
Hershey's |
||
|
103 |
Oat Plant-Based Beverage |
|
Planet Oat / Silk |
|
|
104 |
Oatmeal |
Quaker |
||
|
105 |
Peanut Butter |
Jif |
Skippy |
Peter Pan |
|
106 |
Plant-Based Meat Alternative |
Beyond Meat |
Morning Star Impossible (Tie) |
|
|
107 |
Plant-Based Yogurt |
Silk |
Chobani |
Yoplait |
|
108 |
Potato Chips |
Lay's |
||
|
109 |
Premade Cooking Sauce / |
Prego |
Ragu |
|
|
110 |
Premium Ground Coffee |
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 / (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 |
|
|
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 |
Olay |
||
|
124 |
Body Moisturizer |
Dove / Aveeno / |
||
|
125 |
Concealer |
CoverGirl / |
e.l.f. |
|
|
126 |
|
Q-Tips |
||
|
127 |
Electric Toothbrush |
Oral-B |
Philips Sonicare |
Colgate |
|
128 |
Face Cleanser |
Neutrogena / |
||
|
129 |
Face Moisturizer |
Olay |
Cerave |
|
|
130 |
Face Primer |
e.l.f. |
||
|
131 |
Face Wipes |
Neutrogena |
||
|
132 |
Lip Color |
Revlon |
Maybelline / |
|
|
133 |
Mascara |
Maybelline |
Cover Girl / |
|
|
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 / |
|
|
139 |
Self-Tanner |
Jergens |
||
|
140 |
Shampoo & Conditioner |
Suave |
Head & |
|
|
141 |
Teeth Whitening |
Crest |
Colgate |
|
|
142 |
Water Flosser |
|
Oral-B |
|
|
143 |
Whitening Toothpaste for |
Sensodyne / |
Colgate |
|
|
144 |
Women's |
Secret |
Dove |
Degree |
|
145 |
Women's Hair Color |
L'Oréal |
Revlon / |
|
|
146 |
Women's Shaving |
Gillette |
Schick / |
|
|
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 |
|
|
|
|
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- |
|
|
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 |
|
||
|
169 |
Laxative |
Miralax / Dulcolax (Tie) |
Ex-Lax |
|
|
170 |
Memory Support |
Prevagen |
||
|
171 |
Migraine Headache Relief |
Excedrin |
Tylenol |
|
|
172 |
Nasal Spray |
Flonase |
Afrin |
|
|
173 |
Oral Back Pain Relief |
Tylenol |
Aleve / |
|
|
174 |
Pain Relief Patch |
Salonpas |
Icy Hot |
|
|
175 |
Pregnancy Test |
Clearblue |
First Response |
|
|
176 |
Tampons |
Tampax |
Playtex / U By |
|
|
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 |
|
Graco |
||
|
181 |
Baby Monitor |
VTech |
Nanit |
|
|
182 |
|
Johnson's Baby |
(Tie) |
|
|
183 |
Baby/Toddler Feeding |
Gerber |
Munchkin |
|
|
184 |
Breast Pump |
Medela |
Spectra |
|
|
185 |
Children's Cough Medicine |
Children's |
Children's |
|
|
186 |
Children's Thermometer |
Vicks / |
||
|
187 |
Diapers |
Pampers |
Huggies |
|
|
188 |
Dolls |
Barbie |
||
|
189 |
Infant / Baby Feeding |
|
|
|
|
190 |
Natural |
Johnson's Baby |
Aveeno Baby |
|
|
191 |
Nursing Pads |
Lansinoh |
||
|
192 |
Organic Baby Food |
Gerber |
||
|
193 |
Toys |
Fisher-Price |
|
|
|
AUTOMOTIVE |
||||
|
# |
CATEGORY |
RANK #1 |
RANK #2 |
RANK #3 |
|
194 |
Auto Brake Service Provider |
Midas |
||
|
195 |
Auto Insurance Provider |
|
Progressive / |
|
|
196 |
Auto Muffler Service |
Midas |
Meineke |
|
|
197 |
|
Enterprise |
|
Avis |
|
198 |
Car Detailing Products |
|
Meguiar's |
|
|
199 |
Extended Auto Warranty (Non-Manufacturer) |
CarShield |
||
|
200 |
|
Shell |
||
|
201 |
Oil and Lube Change Service |
Jiffy Lube |
||
|
202 |
Tire Sales & Service |
|
Goodyear |
|
|
203 |
Tires |
Goodyear |
Michelin |
Firestone |
|
204 |
Windshield Repair / |
Safelite |
||
|
RESTAURANTS & RETAIL |
||||
|
# |
CATEGORY |
RANK #1 |
RANK #2 |
RANK #3 |
|
205 |
|
|
||
|
206 |
|
Kroger |
Walmart / |
|
|
207 |
|
ShopRite |
Stop & Shop |
|
|
208 |
|
Kroger / |
Walmart |
|
|
209 |
|
Safeway |
||
|
210 |
|
Kohl's/ Macy's (Tie) |
||
|
211 |
|
Dollar Tree |
Dollar General |
Family Dollar |
|
212 |
|
Walmart |
||
|
213 |
|
Walmart |
||
|
214 |
|
|
Walmart |
|
|
215 |
|
Walmart |
||
|
216 |
|
|
Walmart |
Kroger |
|
217 |
|
|
Walmart |
Shoprite |
|
218 |
|
Walmart |
|
Kroger |
|
219 |
|
Walmart |
Winco |
|
|
220 |
|
|
|
Sprouts Farmers |
|
221 |
|
Walmart |
Kroger |
|
|
222 |
|
Walmart |
||
|
223 |
|
Walmart |
Kroger |
|
|
224 |
|
Walmart |
||
|
225 |
Juice and Smoothie Bar |
Jamba |
|
|
|
226 |
Mattress Retailer |
Mattress Firm |
||
|
227 |
Online Retailer for Pet |
Chewy |
Amazon / |
|
|
228 |
|
McDonald's |
Burger King |
Wendy's |
|
229 |
|
|
|
|
|
230 |
|
|
Mcdonald's |
|
|
231 |
Restaurant Chain for |
|
|
|
|
232 |
Retailer of Camping Gear |
REI |
|
|
|
233 |
Retailer of Hunting & |
|
||
|
234 |
Store |
|
||
|
SERVICES |
||||
|
# |
CATEGORY |
RANK #1 |
RANK #2 |
RANK #3 |
|
235 |
Airline Rewards Credit |
Delta |
Southwest / |
|
|
236 |
Bank for Personal Banking |
Chase |
||
|
237 |
Cashback Credit Card |
Discover / |
Chase |
|
|
238 |
Cellular Service Provider |
T-Mobile / |
AT&T |
|
|
239 |
DNA Testing |
Ancestry |
23andMe |
|
|
240 |
High Speed Internet |
Xfinity |
Spectrum |
AT&T |
|
241 |
Home Insurance Provider |
|
Allstate |
|
|
242 |
Home Phone Service |
AT&T |
Verizon |
Spectrum / |
|
243 |
Home Security Provider |
ADT |
Ring |
|
|
244 |
Junk Removal Service |
|
||
|
245 |
|
Fidelity |
|
|
|
246 |
Meal Kit Delivery Service |
HelloFresh |
||
|
247 |
|
FanDuel |
||
|
248 |
Online Language Learning |
Duolingo |
Babbel |
|
|
249 |
|
Zillow |
||
|
250 |
Online Sports Book |
DraftKings |
FanDuel |
|
|
251 |
Parcel Delivery Service |
|
|
|
|
252 |
Pharmacy |
|
Walgreens |
|
|
253 |
|
RE/MAX |
||
|
254 |
TV Service Provider |
Xfinity |
Spectrum |
|
|
255 |
Website Builder |
Wix |
GoDaddy |
|
|
256 |
Weight Loss Program |
WW (Weight |
||
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 11th year in
Founded in 2001,
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DeSantis aims to slice state budget by $4.6 billion. Here’s how he would do it. [Orlando Sentinel]
William Lako: Retire smart: The debate on mortgage payoff and its impact on cash flow
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