Annual Study Reveals Which Brands Are Most Trusted as Voted by More Than 80,000 Americans

Food & Beverage, Health & Beauty, Household and Kids Consumer Packaged Goods Brands Named in 101 Categories

NEW YORK--()--Leading market research firm BrandSpark International today announced the 2015 BrandSpark Most Trusted Awards winners (in partnership with Better Homes and Gardens) for Consumer Packaged Goods (“CPG”) brands. More than 80,000 American shoppers determined the winning Food & Beverage, Health & Beauty, Household and Kids brands.

“The 2015 BrandSpark Most Trusted Awards honor CPG brands that are dependable, well-known and in most cases, have been part of American family life for generations,” said Robert Levy, President and CEO of BrandSpark International. “Our study shows 7 in 10 Americans place a high importance on established trust in a brand when purchasing a new product. The BrandSpark Most Trusted Awards help shoppers make purchasing decisions by easily identifying the brands that are most trusted by other consumers. This is especially useful to consumers shopping in unfamiliar categories.”

In 101 categories, poll participants named the CPG brands that they consider their Most Trusted. Listed below are the winners. More details can be found at

America’s 2015 Most Trusted - Food & Beverage Brands
Baking     Betty Crocker
Bottled Water     Dasani
Butter     Land O’ Lakes
Cereal     Kellogg’s
Cheese     Kraft
Chips     Lay’s
Chocolate     Hershey’s
Coffee     Folgers
Cookie     Nabisco
Egg     Eggland’s Best
Energy Drink     Monster / Red Bull (Tie)
Frozen Pizza     DiGiorno
Gum     Trident
Hot Sauce     Frank’s RedHot / Tabasco (Tie)
Ice Cream     Breyers
Instant Coffee     Folgers
Jam     Smucker’s
Juice     Tropicana
Ketchup     Heinz
Mayonnaise     Hellmann’s
Mexican Food     Old El Paso
Mustard     French’s
Pasta     Barilla
Pasta Sauce     Ragú / Prego (Tie)
Peanut Butter     Jif
Rice     Uncle Ben’s
Salad Dressing     Kraft
Seasoning     McCormick
Soft Drink     Coca-Cola
Soup     Campbell’s
Tea     Lipton
Yogurt     Yoplait
America’s 2015 Most Trusted - Health & Beauty Brands
Acne Treatment     Neutrogena / Clearasil (Tie)
Adult Incontinence     Poise
Adult Sunscreen     Coppertone / Neutrogena (Tie)
Adult Vitamin     Centrum
Allergy Relief     Claritin
Anti-Aging Moisturizer     Olay
Body Lotion     Aveeno
Body Wash     Dove
Bug Repellant     Off!
Condom     Trojan
Cough & Cold Remedy     Vicks
Electric Shaver     Philips Norelco
Facial Cleanser     Neutrogena / Olay (Tie)
Feminine Sanitary Product     Always
Foundation     CoverGirl
General Pain Relief     Tylenol / Advil (Tie)
Hair Color     L’Oréal
Hair Removal     Nair
Hair Treatment     Pantene/ L’Oréal (Tie)
Lipstick     Revlon
Mascara     Maybelline
Men’s Antiperspirant – Deodorant     Old Spice
Men’s Body Spray     Axe
Men’s Shampoo & Conditioner     Head & Shoulders
Men’s Shaving     Gillette
Men’s Skin Care     Dove Men + Care
Mouthwash     Listerine
Nail Care     Sally Hansen
Nutritional Supplement     Nature Made
Sleep Aid     Vicks
Toothbrush     Oral-B
Toothpaste     Crest
Topical Pain Relief     BenGay / Icy Hot (Tie)
Upset Stomach Remedy     Pepto-Bismol
Women’s Deodorant/Anti-Perspirant     Secret
Women’s Facial Skin Care     Olay
Women’s Hair Styling     Pantene
Women’s Shampoo & Conditioner     Pantene
Women’s Shaving     Gillette Venus
America’s 2015 Most Trusted - Household Brands
Air Freshener     Febreze / Glade (Tie)
Bathroom Tissue     Charmin
Battery     Duracell
Cat Food     Purina
Cat Litter     Purina
Cleaning Aid     Swiffer
Dish Soap     Dawn
Dishwasher Detergent     Cascade
Dog Food     Purina
Fabric Softener     Downy
Flea and Tick Control     Frontline / Bayer (Tie)
Floor Cleaner     Swiffer
Food Storage     Ziploc
Garbage Bag     Glad
Hand Soap     Softsoap / Dial (Tie)
Household Cleaning     Lysol
In-Wash Scent Booster     Downy
Laundry Detergent     Tide
Laundry Stain Remover     Shout
Lawn Care     Scotts
Paint     Behr
Paper Towel     Bounty
America’s 2015 Most Trusted - Kids Brands
Baby Food     Gerber
Baby Formula     Similac
Baby Wipes     Huggies
Children’s Toy     Fisher-Price
Children’s Vitamin     Flintstones
Diaper     Pampers
Kids Sunscreen     Coppertone
Kids Toothpaste     Kid’s Crest

What drives trust?

When considering purchase of a new product, Americans consider it extremely or very important that products come from a brand that they trust:

  • 72% for a new Beauty product
  • 71% for a new Household Care product
  • 68% for a new Personal Care product
  • 65% for a new Health product
  • 63% for a new Food & Beverage product

Consumers' reasons for citing a brand as being their most trusted vary by category. Quality perceptions and taste drive which Food brands are most trusted, while taste preferences are most often cited as the reason for favoring one Beverage brand over others. For Health and Beauty brands, trust is built on effectiveness, how the brand meets personal needs, and perception of a fair price. For Household brands, consumers most often cite effectiveness, while for Kids’ brands, a guarantee of safety and gentleness is most important.

When Americans were asked to rate what increases their trust in a brand, at the top of the list was responding quickly to serious product issues, cited by 70% as “greatly” increasing trust in a brand. Pricing and promotion also play a role in brand trust, with 50% saying that consistent pricing greatly increases their affinity for a brand, and just 33% saying the same about “high value promotions”. Positive social actions may also increase trust, with 66% saying that support for charitable causes would positively increase their trust in a brand, though only 20% said it would greatly increase it.

How winners are determined

More than 80,000 respondents in the BrandSpark/Better Homes and Gardens American Shopper Study, reflecting the profile of the American Household Shopper, determined the 2015 BrandSpark Most Trusted Awards winners through their “top of mind” responses for categories in which they purchase. BrandSpark researchers analyzed the unaided responses and the reasons for trusting the brand. The results were ranked based on the greatest volume of mentions, and if the difference between brands was not significant, ties were declared.

About the 2015 BrandSpark/Better Homes and Gardens American Shopper Study

The 2015 BrandSpark/Better Homes and Gardens American Shopper Study saw more than 80,000 respondents contribute their opinions during October and November 2014. Companion studies are also conducted in seven other markets across the globe.

About BrandSpark International

BrandSpark International is a leading brand, marketing and product innovation research company. Its comprehensive and innovative research approach gets at the heart of how consumers think, why they act the way they do, and what clients need to do about it. With deep expertise in consumer packaged goods, BrandSpark has a global perspective on the drivers of innovation unlike any other research company. For more information, visit

BrandSpark manages the BrandSpark Most Trusted Awards program in Canada, Mexico, Turkey and China. The BrandSpark Most Trusted Awards results differ by country and the entire list can be found at


Spotlight Media Relations
Jill Budik, (212) 489-8774


Spotlight Media Relations
Jill Budik, (212) 489-8774