When “buying products…shoppers want to make sure they are bringing products from trusted brands into their homes,” believes Robert Levy, president and CEO of BrandSpark International. “Now,” he says, “shoppers can find out which brands were most trusted by other shoppers in a national survey.”
The market researcher polled 45,000 Canadian shoppers to establish the CPGs brands that are top of mind. The firm puts it this way: “The annual BrandSpark Most Trusted Awards honors the brands Canadians trust most, those they would recommend to friends and neighbors. This award boosts shopper confidence when making a purchase decision in store aisles.”
This year’s study added several new categories, many for supplements which indicates the strength of the consumer wellness trend. For instance, in the new skin health supplements category, BrandSpark determined that Jamieson is the most trusted brand.
In another new category for the Canadian market, Revlon was named the most trusted lip color brand. Two other color brands made the list of trusted CPGs: CoverGirl for foundation. And in a tie, CoverGirl and Maybelline share the honor for mascara.
Olay was named most trusted in both the anti-aging facial care category and in women’s facial skin care. For men’s skin care it was Dove that the researcher determined Canadian consumers trust.
Clean & Clear was singled out as a trusted acne treatment brand. Blistex got the spot in lip balm. And, in the new-this-year sensitive skin care category, which comprises dry and problematic skin, Aveeno got the top spot.
In cleansing, grooming, sun care, hair care, etc., brands receiving accolades from BrandSpark follow:
- Adult Sunscreen, Coppertone
- Bar Soap, Dove
- Body Moisturizer, Aveeno
- Body Wash, Dove
- Facial Cleanser, Neutrogena / Olay (tie)
- Facial Wipes, Neutrogena / Olay (tie)
- Hair Colour, L'Oréal
- Hair Removal, Nair
- Hair Styling, Pantene / TRESemmé (tie)
- Hair Treatment, L'Oréal
- Hand Soap, Dove
- Men's Antiperspirant-Deodorant, Old Spice
- Men's Body Wash, Dove
- Men's Shampoo & Conditioner, Head & Shoulders
- Men's Shaving, Gillette
- Sensitive Toothpaste, Sensodyne
- Toothpaste, Colgate / Crest (tie)
- Women's Antiperspirant-Deodorant, Secret
- Women's Shampoo & Conditioner, Pantene
- Women's Shaving, Gillette