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SOURCE BrandSpark International
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.
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
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
"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
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.