Reader’s Digest has announced the results of the its first United States ‘Trusted Brands’ Survey.
More than 4,500 Americans took part in the online survey, which awarded the ‘Reader’s Digest Most Trusted Brand’ title to winners in 40 product categories, including a number of food and beverage companies.
“Trust has always been an integral component of the fabric that makes up Reader’s Digest,” said Liz Vaccariello, chief content officer and editor-in-chief. “This survey allows us to help shed light on why Americans gravitate toward certain brands.”
The survey revealed that trust plays a major role in consumer decision making, with 79% of survey participants reporting that they would choose a brand that’s been identified as ‘trusted’ over another brand when product quality and price are similar. In addition, according to the study, 75% of US adults surveyed agree it’s important to trust the companies they support. Eight in ten (82%) report that they trust a company that will stand behind their products, and more than 40% said the Reader’s Digest Most Trusted Brands seal would likely have an effect on their trust or decision to purchase a product or service.
The Reader’s Digest Most Trusted Brands in food and beverage are:
• Bottled water: Dasani • Coffee: Folgers • Cereal: Kellogg’s • Fast food/casual dining: McDonald’s • Juice: Tropicana • Mass merchandiser retail store: Walmart • Soup: Campbell’s • Spices/seasonings: McCormick
Reader’s Digest first launched the Trusted Brands survey in Asia in 2000. It has since grown into a global initiative, spanning 25 countries, where it is used to gauge consumer attitudes and opinions related to products, services and professions, and to recognise the world’s most trusted brands.
Reader’s Digest saw the value in bringing the stamp of consumer approval to the US as a way for shoppers to share their knowledge and recommendations for brands and the products they trust. The survey also helps brands understand how consumers shop, what they look for in various categories and how trust impacts their purchase decisions and behaviours.
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