A recent survey by BrandSpark International revealed the top trusted brand names for American shoppers. Big trusted brands in the food and drink category are Kellogg Company (NYSE:K) for cereal, Coca-Cola Co (NYSE:KO) for soft drinks and Campbell Soup Company (NYSE:CPB) for soup. In 2016, General Electric Company (NYSE:GE) was recognized for a new category: LED lights.
BrandSpark International found out the most trusted brands in the US by questioning American shoppers regarding their favorites. The market research company interviewed 38,000 people from October to December 2015. The annual BrandSpark Most Trusted Awards go to the brands Americans have more faith in and would recommend to friends and acquaintances. In a press release, CEO Robert Lecy said the award increases purchaser’s confidence while making a decision in store aisles.
Survey participants identified the brands they trust most in 106 categories. New categories in this year’s study include lip balm, teeth whiteners, vacuum cleaners, LED light bulbs, non-dairy milk, children’s pain and fever remedies, toothache relief and instant rice.
Several of the choices were not surprising as they are big players in their industry and hence more recognizable.
For shoppers buying new products, it’s important to them that they are from a brand they already know. However, the survey discovered that trusted brands are more important in some categories than others. Regarding beauty products, 72% of purchasers opined that it’s important to purchase a new product from a trusted brand, as compared to 63% for food and beverage items. Shoppers were also 67% more likely to purchase a brand name on sale than a cheaper generic product.
70% of ketchup purchasers named Kraft Heinz Foods Co (NYSE:HNZ) as their top brand. 58% of American parents with a baby at home prefer Gerber for baby food. The same parents prefer Johnson & Johnson (NYSE:JNJ) baby products for shampoo and soap products. Comparatively young brands such as Silk (Non-Diary Milk), Axe (Men’s Body Spray) and Monster (Energy Drink) surged to the top. 70% of shoppers regularly buy their favorite brand of antiperspirant and deodorant.
Other categories where 2/3 shoppers stick with their favorite brands are shampoo, hair color, makeup, hot sauce, yogurt and toilet paper.
In a surprise finding, 43% of those surveyed stated that they are less loyal to branded products than they have been in the past.