BrandSpark International Announces the 2024 Canadian Most Trusted Consumer Product, Services, and Retail Brands Nationally and in Quebec

Small Business Canada

BrandSpark International unveils the winners of the 2024 Most Trusted Awards, marking 11 years of recognizing the trust Canadians place in their chosen brands. The awards are the result of an extensive national survey that garnered responses from over 25,161 Canadian shoppers, representing 181,000 individual brand evaluations across 262 diverse consumer product and service categories.

BrandSpark International, a leading research and consulting firm, continues its research of over a decade into understanding the role trust plays in which brands consumers choose. The 2024 winners, determined by the unaided citations of qualified Canadian shoppers, were revealed this morning at a prestigious event, held in collaboration with the Association of Canadian Advertisers at Corus Quay in Toronto, Ontario. Associate Vice-President of the BrandSpark Most Trusted Awards, Adam Bellisario, said, “We are honoured to celebrate the brands that have earned the highest consumer trust levels in the country”.

Since 2014, the BrandSpark Most Trusted Awards have recognized the brands that shoppers trust to deliver exceptional service and quality products, thereby establishing a strong bond with consumers. In a constantly evolving market impacted by economic disruption and shifting consumer behaviour, brand trust remains a beacon for consumers seeking reliability and consistency in their purchasing decisions.

In this edition, BrandSpark International broadened the scope of the BrandSpark Canadian Trust Study by expanding into new categories in segments including Automotive, Household Cleaning, Hospitality, and Petcare. BrandSpark President Robert Levy said that “BrandSpark Most Trusted aspires to be the most extensive and credible list of brands trusted coast to coast in Canada”. BrandSpark issued an extensive list of Quebec-specific winners this year. This expansion ensures a more detailed and diverse perspective on the brands that are resonating with the unique perspective of the Quebec market. “Interestingly, out of a total of 262 categories, 44 categories had a different trust leader in Quebec”, said Levy.

BrandSpark’s Extensive Trust Database: Harnessing the Power of Consumer Insight

BrandSpark has emerged as a definitive voice in understanding consumer trust, thanks to its extensive Study that annually collects over 100,000 open-text responses explaining why Canadians trust the specific brands they do. This database provides a unique window into the consumer psyche, revealing the drivers of trust in hundreds of categories.

This year, BrandSpark has taken a significant leap by developing AI-driven analytical tools to further explore this vast repository. This expanded analysis confirms that Canadian consumers continue to focus on fundamental aspects of trust, beginning with the value equation – a critical first step for any brand.

Achieving a deeper level of brand trust, beyond the tangible signifiers of value, involves a blend of recommendation, innovation, heritage, and value identification initiatives. The more elements a brand establishes, the stronger and more resilient the trust bond with its consumers becomes.

Navigating Inflation with Brand Trust

The BrandSpark Canadian Trust Study reveals that, despite the challenges posed by inflation, consumers prioritize product quality and are willing to pay a premium for brands that consistently deliver excellence. Brand names continue to dominate the list, demonstrating that established brands continue to deliver value to Canadians. BrandSpark Vice-President of Shopper Insights Phil Scrutton said that “new challengers are appearing in many categories, often online and at much lower price points, but the best brands are proving resilient with Canadian consumers when they focus on delivering and communicating the strengths that made them trusted names in the first place”.  As consumer landscapes shift, brand trust emerges as a resilient force in maintaining consumer loyalty.

Recognizing Excellence: Notable Winners from the 2024 BrandSpark Most Trusted Awards

  • The Interior Paint, Exterior Paint, and Exterior Stain categories were all won by Behr, sold exclusively in Home Depot, proving that national consumer trust can be won with exclusive distribution when you are providing a quality product that delivers value to consumers.
  • In the highly competitive telecom space, Bell was Most Trusted in all 5 communications categories studied: High Speed Internet Provider, High Speed Internet Provider for Wifi Connectivity, Home Phone Service Provider, TV Service Provider, Cellular Service Provider (Tie).
  • Sofina Foods won 4 newly studied categories including Prosciutto and Mortadella (San Daniele), Salami (Mastro), and Frozen Breaded Chicken Products (Janes).
  • Expansion into plant-based categories included studying Almond Plant-Based beverage and Plant-Based Yogurt, in addition to the repeating Oat Plant-based Beverage; Silk was the winner of all 3.
  • Loblaws Brands won a variety of grocery, loyalty, and financial categories, including President’s Choice (Private Label brand for value), PC Optimum (Loyalty Program), PC Financial (No Fee Credit Card), No Frills (Affordable Grocery Nationally and Ontario), Maxi (Affordable Grocery Store Quebec), Real Canadian Superstore (Affordable Grocery Western Canada).
  • Notable shifts included Fontaine Santé taking over top spot nationally in Hummus from Sabra, and Air Canada taking over Most Trusted Airline nationally from WestJet.
  • Quebecers displayed different brand preferences from the rest of Canada in several categories such as Restaurant for Chicken (St-Hubert), Convenience Store (Couche-Tard), Cat Litter (OdourLock), Plant-Based Meat Alternative (Yves), Retailer of Camping Gear (SAIL), Dog Shampoo & Conditioner (Hartz), Premium Ice Cream (Häagen-Dazs), Whole Grain Bread (St-Méthode), Face Primer (L’Oréal), Premium Ground Coffee (non-espresso) (Van Houtte), Online Retailer for Pet Supplies (Mondou), and Windshield Repair and Replacement (Lebeau).

The 2024 BrandSpark Most Trusted Awards winners are listed below. For more information visit

Air FreshenerFebrezeFebreze
All-Purpose CleanerLysol/Mr. Clean (TIE)Hertel
Bathroom CleanerLysolLysol
BBQ Grill CleanerEasy-Off/Weber (TIE)
Broom & DustpanViledaVileda
Carpet Cleaner & ShampooBissellBissell
Carpet Stain RemoverResolveBissell
Dish SoapDawnDawn
Dishwasher DetergentCascadeCascade
Dishwasher Rinse AidFinishFinish
Disinfectant SprayLysolLysol
Drain CleanerDranoDrano
Dryer SheetsBounceBounce
Exterior PaintBehr
Exterior StainBehr
Fabric Rinse for Odor RemovalDownyDowny
Fabric SoftenerDownyDowny
Food Storage BagsZiplocZiploc
Food Storage ContainersZiploc
Garbage BagsGladGlad
Glass CleanerWindexWindex
Insect ControlRaidRaid
Insect RepellantOFF!OFF!
Interior PaintBehr
Laundry DetergentTideTide
Laundry Detergent For Overall ValueTideTide
Laundry DisinfectantLysol/Tide (TIE)Tide
Laundry Machine CleanerTideTide
Laundry Scent Booster (in-wash)Downy Downy
Laundry Stain RemoverResolveResolve
Laundry Wrinkle ProtectionBounceBounce
Mop and BucketViledaVileda
Mosquito Repelling DeviceOFF!OFF!
Multi-Purpose Disinfecting WipesLysolLysol
Oven CleanerEasy-OffEasy-Off
Paper TowelsBountyBounty
Strong Hold GlueGorillaGorilla / Krazy Glue (TIE)
Toilet Bowl CleanerLysolLysol
Cat FoodPurinaPurina / Royal Canin (TIE)
Cat LitterArm & Hammer/Purina Tidy Cats (TIE)OdourLock
Cat TreatsTemptationsTemptations
Dental Chews for DogsPedigree DentastixPedigree Dentastix
Dog Shampoo & ConditionerBurt’s BeesHartz
Dog TreatsMilk-BonePedigree
Dog Vitamins and SupplementsPurina Pro Plan
Dry Dog FoodPurinaPurina
Dryer Sheets to Repel Pet HairBounceBounce
Flea & Tick PreventionAdvantage II /K9 Advantix IIAdvantage II / K9 Advantix II
Wet Dog FoodCesarCesar
Comfort FootwearSkechersSkechers
CookwareLagostina/T-Fal (TIE)Lagostina
Electric FanHoneywellHoneywell
Extreme Cold OuterwearColumbia/The North Face (TIE)The North Face
Food ProcessorKitchenAid/Ninja (TIE)KitchenAid
Hiking FootwearMerrellMerrell
Home GeneratorChampion Power EquipmentChampion Power Equipment
Massage GunTheragunTheragun
Oven / RangeLG/Samsung (TIE)LG / Samsung (TIE)
Portable SpeakerBose/JBL (TIE)Bose / JBL (TIE)
Single Serve Coffee MakerKeurigKeurig
Space HeaterHoneywellHoneywell
Stand MixerKitchenAidKitchenAid
Weighted BlanketHush
Almond Plant-Based BeverageSilkSilk
Bottled WaterPure Life
Cannabis Beverages (containing THC)Tweed
Cannabis Edibles (containing THC)Tweed
Cannabis Flower (containing THC)Tweed
Canned ChiliStagg ChiliTim Hortons
Canned Luncheon MeatSPAMKam
Canned SeafoodClover LeafClover Leaf
Canned Soups & BrothsCampbell’sCampbell’s
Canned TomatoesAylmerAylmer
Caramel CandyWerther’s OriginalWerther’s Original
Chocolate Chip CookiesChips Ahoy!Chips Ahoy!
Chocolate ChipsHershey’s ChipitsHershey’s Chipits
Chocolate Flavouring Mix (powder or syrup)NesquikNesquik
Coffee CreamerInternational DelightInternational Delight
Cooking Oil SprayPAMPAM
Dairy Free CheeseDaiya
Dessert Mixes / FillingsBetty CrockerBetty Crocker
Easter ChocolateCadburyLindt
EggsBurnbrae Farms
Espresso Coffee (whole bean / ground)Lavazza/Starbucks (TIE)Lavazza / Van Houtte (TIE)
FlourRobin HoodFive Roses
Fresh Packaged MeatMaple Leaf
Frozen Breaded Chicken ProductsJanesFlamingo
Frozen FishHigh LinerHigh Liner
Frozen Pie ShellsTenderflakeTenderflake
Frozen PizzaDr. OetkerDr. Oetker
Frozen Potato ProductsMcCainMcCain
Fruit JuiceOasisOasis
Ginger AleCanada DryCanada Dry
Hazelnut SpreadNutellaNutella
HummusFontaine SantéFontaine Santé
JerkyJack Link’sJack Link’s
K-Cup Coffee PodsTim HortonsTim Hortons / Van Houtte (TIE)
MilkFarmers (Atlantic)
MilkNeilson (Ontario)
MilkDairyland (West)
Milk Chocolate BarCadburyLindt
MortadellaSan DanieleSan Daniele
Oat Plant-Based BeverageSilkSilk
Peanut ButterKraftKraft
Plant-Based Meat AlternativeBeyond MeatYves
Plant-Based YogurtSilkSilk
Potato ChipsLay’sLay’s
Premade Caesar Drink MixMott’s ClamatoMott’s Clamato
Premade Cooking Sauce / MarinadeVHVH
Premium Aged CheddarBaldersonBalderson
Premium Ground Coffee (non-espresso)Folgers/Starbucks/Tim Hortons (TIE)Van Houtte
Premium Ice CreamChapman’sHäagen-Dazs
Private Label Brand for ValuePresident’s Choiceno name / President’s Choice (TIE)
ProsciuttoSan DanieleSan Daniele
Rehydration DrinkGatoradeGatorade
RiceBen’s OriginalBen’s Original
Sparkling WaterPerrierPerrier
Tortilla ChipsTostitosTostitos
Tortilla WrapsDempster’sPOM
White BreadWonder
Whole Grain BreadDempster’sSt-Méthode
Whole Grain CrackersBretonBreton
Anti-Aging Skin Care ProductsOlayOlay
Body MoisturizerAveenoAveeno
ConcealerCovergirl/Maybelline (TIE)Maybelline
Face CleanserCeraVe
Face MoisturizerOlay
Face Primere.l.f.L’Oréal
Face WipesNeutrogena
Lip ColourRevlonL’Oréal / Revlon (TIE)
MascaraMaybellineL’Oréal / Maybelline (TIE)
Men’s Hair ColourJust For MenJust For Men
Men’s ShavingGilletteGillette
Micellar WaterGarnierGarnier
Natural CosmeticsBurt’s Bees
Shampoo & Conditioner for MenHead & Shoulders
Shampoo & Conditioner for WomenDoveDove
Teeth WhiteningCrestCrest
Whitening Toothpaste for Sensitive TeethSensodyneSensodyne
Women’s Hair ColourL’OréalL’Oréal
Women’s ShavingGillette VenusGillette Venus
Acne PatchCOSRX
Adult MultivitaminCentrumCentrum
Allergy Eye DropsVisineSystane
Allergy ReliefReactineReactine
Black Elderberry ProductsSambucolSambucol
Blood Glucose MonitorOneTouch
Cold Sore RemedyAbrevaAbreva
Collagen PowderOrganikaOrganika
Contact Lens SolutionBausch & Lomb (Renu, Biotrue)Bausch & Lomb (Renu, Biotrue)
Contact LensesAcuvueAcuvue
Cotton SwabQ-TipsQ-Tips
Cough Drops/LozengeHallsHalls
Denture AdhesivePoligripPoligrip
Electric ToothbrushOral-BOral-B
Feminine Hygiene PadsAlwaysAlways
Fibre SupplementMetamucilMetamucil
Hair Regrowth ProductsRogaineL’Oréal / Nutricap (TIE)
Hair RemovalNair
Headache ReliefTylenolTylenol
Heart Health SupplementJamiesonJamieson
Heartburn ReliefTUMSTUMS
Joint Health SupplementJamiesonAdrien Gagnon / Jamieson (TIE)
LaxativeExlax/RestoraLAX/Senokot (TIE)Lax-a-day
Memory Support SupplementJamiesonAdrien Gagnon / Jamieson (TIE)
Migraine ReliefTylenolTylenol
Nasal SprayhydraSensehydraSense
Oral Back Pain ReliefRobaxRobax
Pain Relief PatchSalonpasSalonpas
Prostate Health SupplementWebber NaturalsWebber Naturals
Upset Stomach ReliefPepto-BismolGaviscon / TUMS (TIE)
Water FlosserWaterpikWaterpik
Yeast Infection MedicationCanestenCanesten
Baby and Kids Laundry DetergentIvory SnowIvory Snow
Baby GearGracoGraco
Baby MonitorVTechVTech
Baby Wash & ShampooJohnson’s BabyJohnson’s Baby
Baby / Toddler Feeding ProductsMunchkinMunchkin
Breast PumpMedelaMedela
Children’s Cough MedicineChildren’s TylenolChildren’s Tylenol
Children’s ThermometerBraunBraun
Infant / Baby Feeding ProductsPhilips AventPhilips Avent
Natural Baby CareJohnson’s BabyAveeno Baby / Johnson’s Baby (TIE)
Nursing PadsLansinohMedela
Organic Baby FoodGerberGerber
Auto Brake Service Provider (non-dealer)Canadian TireCanadian Tire / NAPA Auto Parts (TIE)
Auto Muffler Service Provider (non-dealer)Midas
Auto Rental CompanyEnterpriseEnterprise
Car Detailing ProductsArmor AllArmor All
Hybrid Gas / Electric CarToyotaToyota
Oil and Lube Change ServiceMr. Lube
Pickup TruckFordFord
Sedan (non-compact)ToyotaToyota
Tire Sales & ServiceCanadian TireCanadian Tire
Tire Sales & ServiceKal Tire (West)
Windshield Repair / Replacement ServiceSpeedy GlassLebeau
Convenience Store7-ElevenCouche-Tard
Dollar StoreDollaramaDollarama
Frozen Foods RetailerM&M Food MarketM&M Food Market
Gas StationEsso / Shell / Petro-Canada (TIE) (National)Esso / Shell / Petro-Canada (TIE)
Gas StationEsso / Petro-Canada (TIE) (Ontario)
Gas StationShell (West)
Grocery Pickup and DeliveryWalmartMetro / IGA (TIE)
Grocery Store for Low Prices / AffordabilityNo Frills (National)Maxi
Grocery Store for Low Prices / AffordabilityWalmart (Atlantic)
Grocery Store for Low Prices / AffordabilityNo Frills (Ontario)
Grocery Store for Low Prices / AffordabilityReal Canadian Superstore (West)
Grocery Store for Natural & Organic FoodWhole Foods MarketAvril
Juice And Smoothie BarBooster JuiceJugo Juice
Mattress RetailerSleep Country / Dormez-vousDormez-vous
Neighbourhood Hardware StoreHome HardwareRONA
Online Health and Wellness StoreWell.caJean Coutu
Online Retailer for Pet SuppliesPetSmartMondou
PharmacyShoppers Drug Mart / PharmaprixJean Coutu
Quick Service Restaurant for BurgersMcDonald’sMcDonald’s
Quick Service Restaurant for Chicken SandwichesMcDonald’sMcDonald’s
Quick Service Restaurant for PizzaDomino’sDomino’s / Pizza Hut / Salvatoré (TIE)
Quick Service Restaurant for SandwichesSubwaySubway
Restaurant Chain for ChickenKFCSt-Hubert
Retailer For Pet SuppliesPetSmartMondou
Retailer of Camping GearCanadian TireSAIL
Retailer of Hunting & Fishing GearBass Pro Shops & Cabela’s
AirlineAir CanadaAir Canada / Air Transat (TIE)
Airline Rewards Credit CardAeroplanAeroplan
Auto Insurance ProviderIntact InsuranceIntact Insurance
Cashback Credit Card ProviderCIBCDesjardins
Cellular Service ProviderBell/TELUS/Rogers (TIE)
Credit UnionDesjardinsDesjardins
Direct Life Insurance ProviderSun LifeIndustrial Alliance
DNA TestingAncestryAncestry
Health Diagnostic ServicesLifeLabs
High Speed Internet ProviderBell
High Speed Internet Provider for Wifi ConnectivityBell
Home Insurance ProviderIntact Insurance
Home Phone Service ProviderBell
Home Security ProviderTELUS SmartHome SecurityTELUS SmartHome Security
Junk Removal Service1-800-GOT-JUNK?1-800-GOT-JUNK?
Life Insurance ProviderSun LifeDesjardins
Loyalty ProgramPC OptimumPC Optimum
Meal Kit Delivery ServiceHelloFreshHelloFresh
News NetworkCBCCBC
No Annual Fee Credit CardPC Financial
Online CasinoOLG (Ontario)LotoQuébec
Online Healthcare PlatformTELUS Health
Online Language LearningDuolingoDuolingo
Online Real Estate
Online Sports BookBet365/OLG (TIE) (Ontario)LotoQuébec
Parcel Delivery ServiceCanada PostAmazon
Personal BankingTD/RBC (TIE)Desjardins
Real Estate AgencyRE/MAXRE/MAX
TV Service ProviderBell
Website BuilderWix
Weight Loss ProgramWW (Weight Watchers)WW (Weight Watchers)

How Winners Are Determined

In the 2024 BrandSpark Canadian Trust Study, BrandSpark surveyed a nationally representative sample of 25,161 Canadian shoppers to determine the most trusted brands in Canada. Their top-of-mind unaided responses for categories they actively shop and services they use formed the basis for ranking, with ties declared if the margin of victory was within 3%. To be declared a winner, a brand had to achieve a minimum 10% trust share in its category.

About BrandSpark International

Founded in 2001, BrandSpark International is a research and consulting firm dedicated to providing brands with the insights necessary to understand omnichannel shoppers, refine strategic brand positioning, build consumer trust, and enhance the success of new product launches.

Permission and authorization from Best New Product Awards Inc. are required to reference the BrandSpark Most Trusted Awards win or use the Most Trusted Logo or winning Claims.

SOURCE BrandSpark International

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