SYS-CON MEDIA Authors: Avi Rosenthal, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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More than 95,000 Canadians reveal their most trusted consumer-packaged goods brands for 2014

TORONTO, Jan. 30, 2014 /CNW/ - Today, leading market research firm BrandSpark International announced Canada's Most Trusted Brands for 2014 for consumer-packaged goods (CPG) determined by a poll of more than 95,000 Canadians.

"Brand trust is important when deciding what to buy. Our study shows more than 70% of Canadians place a high importance on established trust in a brand when purchasing a product," said Robert Levy, President and CEO of BrandSpark International.

Canadians named their Most Trusted Brand in sixty CPG categories. Listed below is a selection of the winners. The full list of winners can be found at www.BrandsparkTrustedBrands.com/canada.html

Food & Beverage
CATEGORY MOST TRUSTED BRANDS
Cereal Kellogg's
Packaged Meat Maple Leaf
Juice Tropicana
Health & Beauty
CATEGORY MOST TRUSTED BRANDS
Body Wash Dove
Lipstick Revlon
Hair Removal Nair
Household
CATEGORY MOST TRUSTED BRANDS
Air Freshener Febreze
Fabric Softener Downy
Laundry Stain Remover Resolve
Kids
CATEGORY MOST TRUSTED BRANDS
Baby Formula Similac
Diaper Pampers
Kid's Toothpaste Colgate

What drives trust?

Consumers' reasons for citing a brand as their most trusted vary by category. Quality perceptions and taste drive which Food brands are most trusted, while taste preferences are most cited as the reason for favouring one Beverage brand over others. For Health and Beauty brands, trust is built on quality perceptions, effectiveness - does the brand meet personal needs - and perception of a fair price. For Household brands, consumers most often cite effectiveness and for Kids' brands, a guarantee of gentleness is most important.

When considering purchase of a new product, Canadians consider it extremely or very important that products comes from a brand that they trust:

  • 69% for a new Food & Beverage product
  • 70% for a new Health & Beauty product
  • 75% for a new Household product
  • 78% for a new Kids' product

How winners are determined?

More than 95,000 respondents, reflecting the profile of the Canadian Household Shopper, determined Canada's Most Trusted Brands for 2014 through their "top of mind" responses for categories in which they purchase. BrandSpark researchers analyzed the unaided responses and the reasons for choosing the brand. The Most Trusted Brands were ranked based on the greatest volume of mentions, and when the difference between brands was not statistically significant, ties were declared.

"Analyzing the reasons why consumers trust these brands allows us to uncover the drivers of trust and understand why specific brands resonate with consumers," added Levy.

About the 2014 BrandSpark Canadian Shopper Study

The 2014 BrandSpark Canadian Shopper Study saw more than 95,000 respondents contribute their opinions during October and November of 2013. Companion studies are also conducted in ten other markets across the globe.

About BrandSpark International

BrandSpark International is a leading brand, marketing and product innovation research company. Its comprehensive and innovative research approach gets at the heart of how consumers think, why they act the way they do, and what clients need to do about it. With expertise in retail and leisure categories and an exclusive relationship with the Best New Product Awards, BrandSpark International has a deep global perspective on the drivers of innovation unlike any other research company.
For more information, visit www.BrandSpark.com.

BrandSpark has been measuring brand trust for many years and previously launched the Most Trusted Brands Program in Mexico and China. The Most Trusted Brands differ by country and the entire list can be found at www.BrandSparkTrustedBrands.com.

SOURCE BrandSpark International

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