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Nielsen/Harris Reveal America's Most Trusted Brands

Nielsen recently released a consumer packaged goods (CPG)-focused wave of the 27th annual Harris Poll EquiTrend study showcasing the top 10 most trusted CPG brands among women and men.

While there is a diverse mix of brands on the list, the common denominator is high brand equity that have earned consumers’ trust in meaningful ways. Nielsen integrated the CPG brand equity data from the Harris Poll Equitrend Study with its Retail Measurement Services in-market metrics.

“Brand choice for both men and women is emotional and rational," according to Mike de Vere, managing director of consumer insights at Nielsen. "Even in a world where loyalty is declining, brands with higher equity tend to get considered more often, and typically represent a greater share of consumers purchase requirement."Accordingly, de Vere added, "It is more important than ever to understand how strong brand health can help win consumers hearts and minds."

When it comes to trusted brands for women, products that topped the list are related to convenience or health in their households. From Ziploc food storage bags to Dawn dish soap, many of the products on this list help make women’s lives easier in some way. For women, trusted brands are tried and true and have stood the test of time. The products women trust the most are brands that are key to everyday life; they are brands women trust to get the job done right, allowing them to focus on more important aspects of their busy lifestyles.

Meanwhile for men, brand trust is a bit more diversified. With a variety of health, tech (batteries) and a few indulgent items (including Glenlivet and Ghirardelli), there is a mixture of trusted practicality and reliable pleasure. Globally, sales of both healthy and indulgent categories grew over a two-year period, but growth in healthy categories outpaced indulgent categories (+5 percent and +2% percent, respectively).

More information on the top brands list can be found here.


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