P&G Dominates 2023 ‘Most Trusted’ Consumer Products in America List

Market research firm BrandSpark International has released the 2023 BrandSpark Most Trusted Awards (BMTA) winners—its annual list of the most trusted brands in America. The winners were determined by a national survey of 19,752 American shoppers who gave their top-of-mind, independent answers as to which brands they trust most and why in categories they have recently shopped, according to the New York market research firm behind the annual compilation.

“As prices for consumer goods and services have increased substantially over the past number of years due to inflation and supply chain issues, consumers are much more likely to choose brands they trust the most to bring them great quality, service and value even when faced with less expensive alternatives” said Robert Levy, President and CEO of BrandSpark International. “We were very interested to see that major brand names have actually maintained their trust share notwithstanding increased competition from private label brands and other pricing challenges.”

P&G Leads

Among the top 20 most trusted brands overall, PepsiCo and Procter & Gamble tied with two brands each with the highest trust shares; for P&G those products are Dawn dish soap and Gillette Venus in women’s shaving.

This year, BrandSpark expanded the laundry detergent category to reflect what it called “substantial category innovation serving distinct consumer segments.” P&G’s Tide took home the award in all five laundry detergent categories.

Procter & Gamble had the most winning brands on the list—23 in total—which include:

Baby Laundry Detergent: Dreft
Denture Adhesive: Fixodent
Dish Soap: Dawn
Dishwasher Detergent: Cascade
Dryer Sheets: Bounce
Electric Toothbrush: Oral-B
Fabric Softener: Downy
Laundry Detergent: Tide
Laundry Detergent for Cold Water Washing: Tide
Laundry Detergent for Deep Cleaning: Tide
Laundry Detergent for Overall Value: Tide
Laundry Detergent for Sensitive Skin: Tide
Laundry Scent Booster (In-Wash): Downy
Laundry Wrinkle Protection: Downy
Men's Shaving: Gillette
Teeth Whitening: Crest
Women's Shaving: Gillette Venus

Outside of Happi’s markets, P&G’s Pampers, Charmin, Tampax, Bounty, Always and Metamucil took top honors in their respective categories.

Johnson & Johnson accounted for nine wins in health and personal care, including baby wash/shampoo, eye makeup remover, face wipes, hair regrowth and mouthwash.

Home Care 

Other winners in home care (in categories covered by Happi) include:

Dryer Sheets: Bounce
Eco-Friendly Cleaning Products: Seventh Generation / Mrs. Meyer's (tie)
Insect Control: Raid
Multi-Purpose Disinfecting Cleaner: Lysol
Toilet Bowl Cleaner: Lysol

Health, Beauty & Personal Care 

Here are the winners in health, beauty and personal care (in categories covered by Happi):

Collagen Powder: Vital Proteins
Denture Adhesive: Fixodent
Electric Toothbrush: Oral-B
Eye Makeup Remover: Neutrogena
Face Wipes: Neutrogena
Flushable Wipes: Cottonelle
Hair Regrowth Products: Rogaine
Hair Removal: Nair
Hand Soap: Dial / Softsoap (tie)
Jock Itch Relief: Lotrimin
Manual Toothbrush: Colgate
Men’s Body Hair Trimmer: Wahl
Men’s Shaving: Gillette
Micellar Water: Garnier
Mouthwash: Listerine
Pain Relief Patch: Salonpas
Teeth Whitening: Crest
Toothpaste: Colgate
Women’s Shaving: Gillette Venus

The winners in the Baby & Kids Category included Dreft in baby laundry detergent and Johnson's Baby in baby wash/shampoo.

Brand Trust-Loyalty: A Dichotomy

What makes trusted brands the most-shopped in a significant number of categories is the promise that they will deliver on quality and price – the two most significant drivers of trust. While brand trust plays an integral role in purchase decisions, brand loyalty is more nuanced, which gives secondary and even tertiary brands the opportunity to win over new consumers, notes Brandspark. Just because a brand is “most trusted” at a given moment does not mean that their top spot is necessarily secure, the comapny contends.

According to Brandspark, there are several avenues brands can take to build a foundation of trust with consumers which can result in taking trust share from the current trust leader.

“There is currently an opportunity for brands to attract new consumers with innovations that serve the needs brought about by the changing, more difficult economic landscape,” noted Adam Bellisario, associate vice president, BrandSpark Most Trusted Awards. “If a consumer tries a new brand initially because of a promotion and that brand delivers on quality, a key driver of trust, the brand could have a new consumer for life.”

Methodolgy

In the 2023 BrandSpark American Trust Study, 19,752 American shoppers determined the BrandSpark Most Trusted Awards winners for 2023 through their top-of-mind unaided responses for categories in which they shop and services which they use. The results are ranked based on the greatest volume of mentions as the most trusted brand in the category (ties are declared if the margin of victory is within 3%), according to BrandSpark.