P&G, PepsiCo command list of most-trusted brands

BrandSpark's annual survey also finds inflation hasn't impacted big brands' ability to earn trust.

Procter_gamble-brands

BrandSpark has revealed its list of most-trusted brands for 2022, finding that budget pressures aren’t hurting name brands’ stock among Canadian consumers.

The BrandSpark Most Trusted Awards are based on a survey of nearly 16,000 Canadian shoppers spanning 222 categories. The winners were determined by a national survey of shoppers who gave their top-of-mind, unaided answers as to which brands they trust most and why in categories they have recently shopped.

“Although shopping behaviour is continually affected by external factors, like inflation and the shift to online shopping during the pandemic, consumers continually trust brands that deliver great service and quality,” says Robert Levy, president and CEO of BrandSpark International. “This is evident in this year’s results, where we still see big brand names garnering the most votes, over low-cost brands and private label brands, despite the external factors that have pushed many shoppers toward alternative options.”

According to the BrandSpark Canadian Trust Study, which gauges factors that contribute to trust alongside the winners of the Most Trusted awards, the quality of a product is the key factor consumers consider when it comes to trust, as are price, a constant innovation pipeline and consistency. And despite the high inflationary environment, BrandSpark notes that consumers are still willing to pay a premium for brands that provide high-quality products and services.

In beverages, two brands emerged as leaders. Bubly tied with Perrier for Most Trusted Sparkling Water after Perrier has led the category since 2018, what Levy ascribes to Bubly’s effective marketing and branding strategy.

Other PepsiCo brands had the most presence among the 20 with the highest overall trust scores: SodaStream, Quaker, Gatorade and Tostitos. SodaStream had an 86% trust share, the highest across categories, which BrandSpark attributed to the brand offering convenience, value and better-for-the-planet claims that are resonating with consumers.

Procter & Gamble brands won the most categories, with 23. Tide won five detergent categories as it’s done a great job building superiority claims, according to BrandSpark. Honeywell stood out with five wins, leading across a variety of home goods categories (Air Purifier, Electric Fan, Humidifier, Space Heater, Thermostat).

New on this year’s list is automotive categories. Toyota appeared the most, though only twice the sole winner (Hybrid Car and Full-Sized Sedan). It tied with Honda in the Compact Car category, with Honda and Nissan in the Crossover SUV category and with Ford in the Large SUV category. Canadian Tire appeared twice (Retailer of Auto Parts and Tire Sales & Service Provider), while its private label Moto Master brand topped the Car Battery category.

The full list of winners can be found on BrandSpark’s website.