Walmart and Loblaw racked up the most national awards from BrandSpark International’s 2025 Most Trusted Awards, with Desjardins having a strong showing in its home base of Quebec.

This year’s awards reflect insights gathered from 35,200 Canadians, spanning 190,000 brand evaluations across 292 categories. The 2025 Most Trusted Awards had 165 new or returning categories and expanded into areas of importance to consumers, such as lower prices on various shopping segments, petcare and a deeper dive into dairy.

Walmart claimed eight wins across a variety of grocery categories. Last year’s overall winner and this year’s runner-up, Loblaw, snagged one national win for PC Optimum (in Services), two for PC Financial (Banking and Insurance), and one each for No Frills and Real Canadian Superstore (Retail and Grocery).

Desjardins, the Quebec-based financial services company, displayed its dominance in the province with seven regional wins.

Bell snagged five national awards, while Johnson & Johnson headache relief brand Tylenol grabbed four, as did Ninja and LG. RBC, TD Bank, Black + Decker and Canadian Automobile Association took home three national awards.

“New market challengers are emerging, and we see the presence of private label brands continuing to provide a challenge to brands,” says Philip Scruton, VP of shopper insights. “But consumers continue to gravitate toward established brands that communicate their strengths and deliver on their promises.”

Being most trusted has financial value beyond market share. BrandSpark’s trust research revealed that consumers are willing to pay a premium – averaging 15% or more – for the brand they trust most in a category.