The market research company also explored the factors that increase consumer trust and what matters to consumers looking to purchase new products.
Choosing something new
When considering a new personal care or beauty product purchase, existing company trust is vital. BrandSpark’s survey discovered that for 72% of Canadian consumers buying new beauty products it is “very important that [the product] comes from a brand that they trust.”
And, nearly 70% of consumers express the same sentiment when looking to buy a new personal care product. For family care products, consumer trust matters most: BrandSpark points to the statistic that established trust in a brand is very important for 74% of Canadian consumers shopping for a new children's oral care item as a case in point.
What works in one category
Distinct factors determine consumer trust in each category of consumer packaged goods. “For health and beauty brands, trust is built on quality perceptions, effectiveness, and perception of a fair price,” according to BrandSpark.
Knowing that, and related data, can help brands make smart marketing and product innovation decisions. "Brand trust is an important factor for consumers when deciding what to buy," said Robert Levy, President of BrandSpark International who believes his company’s analysis is valuable thanks to “years of consumer research in Canada, the United States, Mexico, China and parts of Europe.”
Globally, natural products are increasingly more trusted among consumers, and formulators are adjusting their processes accordingly: “ These reformulations are the next natural step for companies aiming to establish strong natural concepts with high importance given to the trust between the brand and the consumers,” according to Agnieszka Saintemarie, project manager, consumer products at the market research firm Kline.
Furthermore, “consumers seem willing to invest in natural products, which are normally more expensive, as long as they deliver effective results,” pointed out Andrew McDougall, Cosmetics Design deputy editor in an article outlining a possible boost in the naturals market.
A survey of 65,000 respondents determine the most trusted brands in nearly 40 personal care and beauty segments.
Olay won out as BrandSpark’s most trusted brand in the women’s facial skin care, facial cleanser, and anti-aging facial care segments. CoverGirl was named most trusted foundation brand, and Revlon won for lipstick. In the hair care segments, L’Oreal performed well, being named most trusted hair color brand and tying with competitors in the hair treatment and hair styling segments. The survey also identified Sally Hanson as the most trusted brand in nail polish among Canadian shoppers.