NEW YORK -- Sixty-eight percent of American shoppers will try new products from the brands they trust most, and 67% try to purchase their trusted brand names on sale rather than buy generic or store-brand versions. Yet 43% now say they are less loyal to brands than they were in the past, said BrandSpark, which recently announced the 2016 BrandSpark Most Trusted Awards winners for consumer packaged goods (CPG) brands, many of which are convenience-store staples.
The results were based on the annual BrandSpark American Shopper Study, in which more than 38,000 shoppers determined the winning food and beverage (see below), health and beauty, household and kids brands.
Survey participants named the CPG brands that they consider their most trusted in 106 categories.
New categories in the 2016 study include nondairy milk, instant rice, tooth pain relief, children’s pain and fever remedy, LED light bulbs, vacuum cleaners, teeth whitening and lip balm.
America’s top CPG brands, the ones that have come to dominate their categories, have built consumer trust by offering a positive and consistent product experience, and frequently building on that with meaningful innovation, while maintaining a perception of strong value. These brands are also able to offer a product experience that appeals to most consumers in their category.
Some statistics from the study:
- 70% of ketchup buyers named Heinz as their top brand, while the same percentage of condom buyers cited Trojan.
- Gerber is the go-to brand for baby food of 58% of American parents with a baby at home, while those same parents look to Johnson’s Baby for shampoo and wash.
- Relatively young brands such as Monster (energy drink), Axe (men’s body spray) and Silk (nondairy milk) rose to the top through innovation, expanding their category and strong share of voice in the market, ensuring their target consumers experienced their products.
While trust is important to any purchase decision, the importance varies for different types of products:
- Trust is most important for baby and children’s products and pet food, where three in four shoppers buy the same brand name products regularly.
- Seven in 10 regularly stick with their top brand of deodorant or antiperspirant, ahead of other personal care categories.
- In food, butter tops the list with 66% regularly sticking with their preferred brand name. Toilet paper, baby food, yogurt, hot sauce, makeup, hair color and shampoo are other categories where two in three shoppers prefer to stick with their top brands.
Click here for the full list of America’s Most Trusted CPG brands.
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