Research and consultancy firm BrandSpark International unveiled its 2024 Most Trusted Award winners on Wednesday (Nov. 22), along with its Trust Study.

The study, which annually collects more than 100,000 unaided open-text responses gauging shoppers’ preferences across the country, found that consumers are willing to pay a premium for excellent products, despite challenges raised by inflation. It also found significant brand preference differences in Quebec from the rest of the country.

In this year’s edition of its study, BrandSpark broadened its scope by expanding into new categories in segments including Automotive, Household Cleaning, Hospitality and Petcare. BrandSpark also developed AI-driven analytical tools to further explore its repository of consumer trust data.

“Brand names continue to dominate the list, demonstrating that established brands continue to deliver value to Canadians,” says BrandSpark VP of shopper insights Phil Scrutton. “New
challengers are appearing in many categories, often online and at much lower price points, but the best brands are proving resilient with Canadian consumers.”

Loblaw was one of the more notable Most Trusted Award winners this year, picking up several awards. Its honors in Brandspark’s survey included being recognized for President’s Choice (Private Label brand for value), PC Optimum (Loyalty Program), PC Financial (No Fee Credit Card), No Frills (Affordable Grocery Nationally and in Ontario), Maxi (Affordable Grocery Store in Quebec) and Real Canadian Superstore (Affordable Grocery Store in Western Canada).

Among the telecommunications categories, Bell snagged all five communications categories including High Speed Internet Provider, High Speed Internet for Wi-Fi Connectivity, Home Phone and TV Service, as well as Cell Service Provider, which ended in a tie with Telus and Rogers too

Meanwhile, Procter & Gamble’s Tide and Bounce detergents cleaned up in the Household and Cleaning category, and Sofina Foods won four newly studied categories including Prosciutto and Mortadella (San Daniele), Salami (Mastro), and Frozen Breaded Chicken Products (Janes).

Other notable 2024 winners include Home Depot’s Behr dominating the Interior Paint, Exterior Paint and Exterior Stain categories, proof that national consumer trust can be won with exclusive
distribution by providing a quality product that delivers value to consumers, according to BrandSpark. Danone brand Silk, was a winner in three plant-based categories including Almond Plant Based Beverages, Plant Based Yogurt and Oat Plant Based Beverages.

Out of a total of 262 categories, 44 categories had a different trust leader in Quebec. Quebecers displayed different brand preferences in several categories such as Restaurant for Chicken (St-Hubert), Convenience Store (Couche-Tard), Plant-Based Meat Alternative (Yves), Premium Ice Cream (Häagen-Dazs), Face Primer (L’Oréal) and Premium Ground Coffee (non-espresso) (Van Houtte).

For more information on the award winners visit BrandSpark’s site.