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Industry NewsBrandSpark announces 2020 Most Trusted Brands

BrandSpark announces 2020 Most Trusted Brands


Canadians has voted on their most trusted brands the results are in. BrandSpark Most Trusted Brands has announced the winners of of its 7th annual awards.

Canadians voted for the brands that they trust the most in 150 categories ranging from Food & Beverage, Health, Beauty, Household, Pet, and Home Goods. BrandSpark bestows this award each year to help consumers shop smarter and to help brands easily identify themselves as the leader in the category.

“Consumers are shopping differently over the past days and weeks, with a mind toward pantry preparation, increased spending in the CPG category and more online purchases. BrandSpark has quantified consumer trust via the Canadian shoppers who vote and identify which brands are delivering on their promises,” said Robert Levy, president of BrandSpark International.

Some highlights from this year’s BrandSpark Canadian Trust Study

  • With the recent emphasis on prevention of disease and germ spread, Canadians have chosen Lysol as their most trusted multi-purpose disinfecting cleaner.

  • Out of 150 brands in the study, Crayola has the largest share of consumer trust in its category (Children’s Colouring), proving that the 134-year old brand continues to provide the best colouring experience in the industry.

  • Sustainable food producers are building trust with brands like Clover Leaf (Canned Tuna), which was rated strongly by consumers for shared values. Catelli won in the pasta category; both categories are showing increased interest and purchase.

  • While Bounty cleaned up in the Paper Towel category, Kirkland and Royale tied in Bathroom Tissue. Though store brands rated extremely high on ‘fair pricing’, trust in quality is still generally stronger for brand names, even in staple dairy categories like sour cream (Dairyland winner in the West, Gay Lea winner in Ontario)

  • Perceptions of superior quality drove the winning brands across home appliances and personal electronics, but the strongest quality rating among category shoppers actually appeared in Chocolate for Lindt.

  • Leveraging the consumer voice through recommendations can elevate brands across varied categories. BrandSpark Most Trusted winners that were cited particularly often as recommended by other consumers include Braun (Children’s Thermometer), Bose (Portable Speaker), and Weber (Barbeque).

  • Resonating with the values of target consumers can help create connections for any brand but is particularly important when offering natural products (eg. Natural Cosmetics, Natural Skin Care) and in baby categories (eg. Baby Lotion, Baby Bottle, Infant Learning Toys).

  • Consumers trust brands more when they can be transparent about what goes into their products. Maple Leaf’s move to simpler ingredients and more front-of-pack information helped them capture the top spot for Hot Dogs.

How winners are determined

More than 18,000 Canadian shoppers voted for the BrandSpark Most Trusted Awards winners for 2020 through their “top of mind” unaided responses for categories in which they purchase. The results are ranked based on the greatest volume of mentions. Ties are declared if the margin of victory is within 3%. The study is weighted to be nationally representative of English and French Canada. The questions were included in the annual BrandSpark Canadian Trust Study. BrandSpark also conducts the BrandSpark Most Trusted Awards annually in the United States.

For the complete list of winners vist BrandSpark Most Trusted Brands online.

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