Newsweek and BrandSpark International Announce 1st Annual Most Trusted Consumer Product & Service Brands as voted by UK Shoppers

The Newsweek/BrandSpark Most Trusted Awards UK was Earned Across 137 Categories and Based on a National Survey of 6,900 UK Shoppers

LONDON, May 30, 2022 /PRNewswire/ -- Leading market research firm BrandSpark International announces the inaugural winners of the Newsweek/BrandSpark Most Trusted Awards UK ("BMTA") for consumer product and service brands. The winners were selected based on a survey of 6,900 qualified respondents who gave their top-of-mind, unaided opinion on which brands they trust the most in 137 categories. Newsweek has featured the winners on their website here.

The BMTAs have a long history of helping shoppers make better purchase decisions, providing a visual reminder of brand trust leadership in the United States and Canada for 9 years. "We are excited to bring this consumer-voted benchmark to the UK," Says Robert Levy, President of BrandSpark International. "The logo has been successfully leveraged by some of the world's biggest brands across omni channels, and we want to provide winning brands with the opportunity to celebrate their trust leadership in one of Europe's most competitive consumer markets".

The distinctive BMTA logo helps shoppers identify who the majority of other shoppers trust the most and it has been proven to be a useful aid when deciding what brand to buy. Across the major shopping categories of food & beverage, beauty & skincare, personal care & health, household care, baby & kids, home goods & appliances, and services, learning that a brand is the most trusted increases shoppers' intent to purchase even more than being the #1 seller. The credential's impact was viewed as comparable to receiving a recommendation from a friend or family member, generally the most influential source of influence. " Providing additional assurance to consumers is especially helpful during volatile times when consumers have to decide which brands are worth their loyalty, especially if they cost more than alternatives, including private label products.", says Levy.

The Newsweek/BrandSpark Most Trusted Awards UK is supported by credible and nationally representative research from the BrandSpark UK Shopper Study. "The BMTA winners are always identified by BrandSpark International, based 100% on an independent sample of shoppers who have recent experience in each category. We do not allow brands to employ their own social media or email databases to skew the voting based on whichever brands have the biggest reach or CRM databases.", Says Levy.

What drives trust?

The BrandSpark UK Trust Study revealed that 3 of the top drivers of trust in consumer products are pricing, quality, and transparency, with 5 in 10 saying that their trust increases greatly when a brand improves pricing. The pandemic has put a strain on supply chains globally, and out of stocks along with increased prices on the shelf which may prompt consumers to seek out new brands, such as own brands or value brands, to fulfill their value expectations. "This emphasizes the need for trust leaders to re-evaluate their value propositions to consumers and maintain trust," said Adam Bellisario, Associate Vice-President at Best New Product Awards Inc. "Depending on the category and consumer expectations, this can include various marketing strategies that use the drivers of trust behind their brand to reinforce and validate any price premium", said Bellisario.

5 Notable Winners from the 2022 Newsweek/BrandSpark UK Most Trusted Awards

1. HP Sauce (Brown Sauce) and Gillette (Men's Shaving) had the highest trust share in the study at 67% each.
   
   
2. The manufacturers with the most collective wins included Procter and Gamble (16), Reckitt Benckiser (12), Unilever (7), and Johnson & Johnson (6).
   
   
3. The UK is divided on its most trusted brand of tea, with PG Tips, Tetley, and Yorkshire all tieing for the top spot.
   
   
4. Historic British Chocolate brand Cadbury had just over 50% of all of the votes for the most trusted chocolate brand.
   
   
5. Tesco took home 11 awards proving the deep trust that the retailer has built with shoppers through its stores and own brands. Boots, the UK's Most Trusted Pharmacy, took home 3 awards.

The BrandSpark Most Trusted Awards 2022 winners are listed below. See details at www.BrandSparkMostTrusted.com, and contact us for more information on any category.

BABY & KIDS
CATEGORY	WINNER
Baby Food	Ella's Kitchen
Baby Laundry Detergent	Fairy Non Bio
Baby Lotion	Johnson's Baby
Baby Monitor	BT / VTech (TIE)
Baby Wash / Shampoo	Johnson's Baby
Baby Wipes	Pampers
Breast Pump	Medela / Tommee Tippee (TIE)
Children's Cough Medicine	Calpol
Children's Thermometer	Braun
Dolls	Barbie
Infant Milk	Aptamil / Cow & Gate (TIE)
Nappies	Pampers
Natural Baby Products	Johnson's Baby
Toys	Lego

FOOD & BEVERAGE
CATEGORY	WINNER
Beer	Stella Artois
Better-for-you Frozen Meals	Tesco
Brown Sauce	HP Sauce
Butter	Lurpak
Canned Beans	Heinz
Canned Seafood	John West
Cheddar Cheese	Cathedral City
Chocolate	Cadbury
Coffee	Nescafé
Cooking Oil Spray	Fry Light
Cooking Stock / Broth	Knorr
Dairy-Free Cheese	Violife
Eggs	Tesco
Flour	Homepride
Frozen Potato Products	McCain
Gluten-Free Bread	Warburtons
Gluten-Free Snacks	Tesco
Milk	Cravendale / Tesco (TIE)
Pasta	Tesco
Pasta Sauce	Dolmio
Popcorn	Butterkist
Protein Bar	Grenade
Rice	Ben's Original
Sausages	Richmond
Tea	PG Tips / Tetley / Yorkshire (TIE)
Vegan Food	Quorn

HEALTH & BEAUTY
CATEGORY	WINNER
Allergy Eye Drops	Optrex
Allergy Relief	Piri
Back Pain Relief	Deep Heat / Voltarol (TIE)
Beard Oil	Bulldog
Beard Trimmer	Philips
Blood Glucose Monitor	Accu-Chek
Blood Pressure Monitors	Boots Pharmaceuticals / Omron (TIE)
Cold Sore Treatment	Zovirax
Contact Lens Solution	Boots Pharmaceuticals / Specsavers (TIE)
Denture Adhesive	Fixodent
Denture Cleaner	Steradent
Electric Toothbrush	Oral-B
Eye Cream	No7
Eyeliner	Maybelline
Face Cream	Nivea
Fibre Supplement	Fybogel / Holland & Barrett (TIE)
Hair Regrowth Products	Rogaine
Hair Removal	Veet
Hair Root Touch-Up	L'Oréal
Headache Relief	Nurofen
Laxative	Dulcolax
Lip Colour	MAC / No7 (TIE)
Lipstick	MAC / Rimmel (TIE)
Men's Shaving	Gillette
Men's Skin Care	Nivea
Micellar Water	Garnier
Mouthwash	Listerine
Nasal Spray	Vicks
Natural Cosmetics	The Body Shop
Pain Relief Patch	Deep Heat
Pregnancy Test	ClearBlue
Self-Tanner	Dove
Sensitive Toothpaste	Sensodyne
Shampoo & Conditioner	Head & Shoulders
Sunscreen	Nivea
Teeth Whitening	Colgate
Toothbrush	Colgate
Upset Stomach Relief	Gaviscon / Rennie (TIE)
Yeast Infection Medication	Canesten

HOME, HOUSEHOLD, & PET
CATEGORY	WINNER
Air Freshener	Air Wick
Air Fryer	Ninja
Barbecue	Weber
Bath & Shower Cleaner	Cif / Flash (TIE)
Bin Bags	Tesco
Cat Food	Whiskas
Cookware	T-Fal
Dishwasher Detergent / Tabs	Finish
Dog food	Pedigree
Dog Treat	Pedigree
Dryer Sheets	Lenor
Electric Fan	Dyson
Fabric Conditioner	Comfort / Lenor (TIE)
Flea & Tick Prevention	Frontline
Food Processor	Kenwood
Food Storage Bags	Tesco
Humidifier	Dyson
Insect Repellant	Jungle Formula
In-wash Scent Booster	Lenor
Laundry Detergent	Persil
Laundry Scent Booster	Lenor
Laundry Stain Remover	Vanish
Mattress in a box	Emma
Mattress (non-rolled)	Silentnight
Multi-Purpose Disinfecting Cleaner	Dettol
Paper Towels	Plenty
Shoe / Boot Polish	Kiwi
Single Serve Coffee Maker	Nescafé Dolce Gusto / Tassimo (TIE)
Stain Remover	Vanish
Stand Mixer	Kenwood
Toilet Cleaner	Domestos / Harpic (TIE)
Toilet Tissue	Andrex
Vacuum	Dyson
Washer / Dryer	Hotpoint / Samsung (TIE)
Washing Up Liquid	Fairy

SERVICES
CATEGORY	WINNER
Alarm Service	ADT
Bank	Lloyds Bank
Car Insurance	LV= / AA (TIE)
Car Rental	Enterprise
Cashback Credit Card	American Express / Barclaycard (TIE)
Cryptocurrency Exchange	Coinbase
Discount Supermarket	Aldi
Food Delivery App	Just Eat
Grocery Click & Collect Service	Tesco
Grocery Pick-up Service	Tesco
High-Speed Internet	BT / Virgin (TIE)
Home Insurance	Aviva / Direct Line (TIE)
Home Phone Service	BT
Loyalty Program	Tesco Clubcard
Meal Kit Delivery	HelloFresh
Mobile Network Provider	EE / O2 (TIE)
No Annual Fee Credit Card	Barclaycard
Pharmacy	Boots
Supermarket	Tesco
Tax Preparation Software	Quickbooks
Travel Rewards Credit Card	American Express
TV Service Provider	Sky
Weight Loss Program	Slimming World

How winners are determined

6,900 UK shoppers determined the Newsweek/BrandSpark Most Trusted Awards winners for 2022 through their top-of-mind, unaided responses for categories in which they shop. 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%).

About BrandSpark International

Founded in 2001, BrandSpark International is a research and consulting firm that provides brands with the insights they need to understand the omnichannel shopper, refine their strategic brand positioning, build consumer trust and improve the success of their new product launches.

Permission and authorization from Best New Product Awards Inc. are required to reference the Newsweek/BrandSpark Most Trusted Awards win or use the claim or logo in any communication.

For licensing inquiries: Brian Kolb, CEO, EnVeritas Group [e-mail]

For interview requests and complimentary trust insights from the BrandSpark UK Trust Study: Adam Bellisario, Associate Vice-President, Best New Product Awards Inc., [e-mail]

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