What do Campbell’s, Coca-Cola and Heinz have in common (besides red logos)?
Each is among the most trusted brands in Canada, according to a study by Toronto-based marketing research company BrandSpark International.
The company released the results of its 2015 BrandSpark Most Trusted Award winners Monday. In addition to listing which consumer packaged goods brands Canadian shoppers trust most (Campbell’s, Coca-Cola and Heinz, for example, won as the most trusted brands in the soup, soft drink and ketchup categories, respectively), the results show what drives trust in brands among consumers.
The study includes winners in 106 categories, ranging from cheese and baby food to nail polish and garbage bags, with winners broken into four groups: food and beverage, kids, health and beauty, and household.
The results are based on a poll of more than 65,000 Canadians who took part in the 2015 BrandSpark Canadian Shopper Study last November and December. Participants provided their top-of-mind responses, with winners ranked on the highest number of mentions.
While there were ties in approximately two dozen categories, most categories had a sole winner. In food and beverage, they included Tetley in the tea category, High Liner in frozen fish, Kellogg’s in cereal, Kraft in peanut butter and Smucker’s in jam. In the kids group, Colgate won in the toothpaste category, Similac in baby formula and Coppertone in sunscreen.
In the health and beauty group, Aveeno won in the body moisturizer category, Sally Hansen in nail polish and Oral B in the toothbrush category. In the household division, Dawn won in dish soap and Downy won in fabric softener.
Robert Levy, BrandSpark International’s president, said his study “shows that more than 70% of Canadians place a high importance on established trust in a brand when purchasing a product.”
As for the reasons consumers trust one brand over another, 62% cited good customer care. Sixty-two per cent also cited a brand’s ability to respond quickly to product issues, followed by consistent pricing (49%). Forty-three per cent also said high-value promotions great increases their affinity for a brand.