CPG Industry Shines in New Report on Brand Trust

More U.S. adults count on Hershey's, Cheerios, M&M's, Dove and Tide to do what's right than nearly 2,000 other brands

Shoppers walking down aisle
On average, each brand received 16,700 consumer evaluations. Getty Images

A handful of consumer staples are some of the most trusted brands out there, according to a new survey from Morning Consult.

In the market research firm’s first annual Most Trusted Brands report, 12 familiar CPG names placed among the top 25 most trusted brands in America. From highest to lowest, they are Hershey’s (at No. 7), Cheerios (No. 9), M&M’s (No. 10), Dove and Tide (tied at No. 11), Ziploc (No. 13), Clorox (No. 14), Tylenol and Colgate (tied at No. 16), Crest (No. 18), Heinz and Campbell’s (tied at No. 21).

List of brands and logos
The 25 most trusted brands in America, according to Morning Consult.

When filtered by generation, the results show Gen Z adults trust Colgate more than any other CPG brand, followed by Gatorade and Kit Kat. For millennials, Dove ranked highest in the CPG industry, followed by Cheerios and Tylenol.

When it comes to Gen Xers and Boomers, just over half of their 25 most-trusted brands are CPG ones, with Hershey’s placing highest among both generations.

Between Oct. 2 and Dec.2, Morning Consult asked a national sample of U.S. adults the following: “How much do you trust each brand to do what is right?” The options were “a lot,” “some,” “not much,” “not at all” and “don’t know.” Each brand’s final ranking in the report was determined by how many survey participants selected “a lot.” On average, each of the nearly 2,000 brands included in the survey received 16,700 consumer evaluations.

Additional data in the report revealed that 61% of U.S. adults trust the food and beverage industry either “a lot” or “some” to do what is right, while 28% said “not much” or “not at all.” By comparison, only 37% of people indicated that they trusted the insurance industry to do what is right.

Overall, Morning Consult’s report found that the American public puts more trust in the United States Postal Service than any other brand. UPS and FedEx also appeared among the top 25 most-trusted brands.

Tech companies finished strong, too, with Amazon, Google, and PayPal occupying the second, third and fourth spots, respectively.

One major takeaway from the report: Trust takes time. Among the 100 most-trusted brands, just two—Android and YouTube—were established after 2000.


@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.
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