Folgers Named Most Trusted Coffee Brand In The U.S.

Leading market research firm BrandSpark International announced the 2016 BrandSpark Most Trusted Awards winners for Consumer Packaged Goods ("CPG") brands.  The results were based on the annual BrandSpark American Shopper Study where over 38,000 shoppers determined the winning Food & Beverage, Health & Beauty, Household and Kids brands. Folgers was named the most trusted coffee brand while Hershey’s was the most trusted brand in chocolate. Coca-Cola was named the most trusted brand of soft drink and Yoplait won in the yogurt category.

What drives trust?

The BrandSpark American Shopper study uncovered some interesting statistics when it comes to brands American shoppers trust:

• 68% of American shoppers will try new products from the brands they trust most
• 67% try to purchase their trusted brand names on sale rather than buy generic or store brand versions.  Yet 43% now say they are less loyal to brands than they were in the past, making it even more important for marketers to remind shoppers of the trusted relationship they've enjoyed with the brand's products in the past.

America's top CPG brands, the ones that have come to dominate their categories, have built consumer trust by offering a positive and consistent product experience, and frequently building on that with meaningful innovation, while maintaining a perception of strong value. These brands are also able to offer a product experience that appeals to a vast majority of consumers in their category.

• At the top of the list, 70% of ketchup buyers named Heinz as their top brand, while the same percentage of condom buyers cited Trojan.
• Gerber is the go-to brand for baby food of 58% of American parents with a baby at home, while those same parents look toJohnson's Baby for shampoo and wash.
• Relatively young brands like Monster (Energy Drink), Axe (Men's Body Spray) and Silk (Non-Diary Milk) rose to the top through innovation, expanding their category, and strong share of voice in the market, ensuring their target consumers experienced their products.

While trust is important to any purchase decision, the importance varies for different types of products:

• Trust is most important for baby and children's products and pet food, where 3 in 4 shoppers buy the same brand name products regularly.  
• Just behind that, 7 in 10 regularly stick with their top brand of deodorant or antiperspirant, ahead of other personal care categories.
• In food, butter tops the list with 66% regularly sticking with their preferred brand name. Toilet paper, baby food, yogurt, hot sauce, makeup, hair color and shampoo are other categories where 2 in 3 shoppers prefer to stick with their top brands.

For the full list of America's Most Trusted CPG brands, by category, visit: www.BrandSparkMostTrusted.com

How winners are determined

More than 38,000 respondents in the BrandSpark American Shopper Study (between October and December, 2015), reflecting the profile of the American Household Shopper, determined the 2016 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 less than 1%, ties were declared.