The 100 Most Trusted Brands in America

Well-known CPG brands rank in the top 25%.

January 23, 2020

ALEXANDRIA, Va.—Twelve familiar CPG names were among the top 25 most trusted brands in America, according to Morning Consult, a market research firm, which recently conducted its first annual Most Trusted Brands survey, Adweek reports.

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

From highest to lowest, notable brands include Hershey’s (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) and Heinz and Campbell’s (tied at No. 21).

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, 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.

The survey also 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.

The report found that America trusts the United States Postal Service more than any other brand, although UPS and FedEx also ranked among the top 25 most-trusted brands. Tech companies finished strong, with Amazon, Google and PayPal occupying the second, third and fourth spots, respectively.

But it takes time to win consumer trust. Among the 100 most-trusted brands, just two—Android and YouTube—were established after 2000.