With a wide array of tried-and-true
products, Walmart’s private label
brand beat out Kroger in the second
spot, and Target and Aldi tied for third
Plastic Food Wrap
Glad has long boasted that it offers
some of the strongest garbage bags
and plastic wrap on the market, and it
delivers on its promise.
With its latest jingle bragging “My
hiney is so Charmin shiny,” it’s no
surprise that consumers have put their
trust in the brand to do the job that it
Country Crock proudly states that it is
“made from the goodness of plants,”
but it hardly tastes like a salad, and
consumers have been going crazy for
its buttery taste for decades.
Bath & Shower Cleaner
Scrubbing Bubbles makes the
daunting and often downright repulsive
task of bathroom cleaning look
easy with its whimsical advertising
campaigns. Its products do, as
advertised, pack a punch and leave
toilets and showers sparkling clean.
Cascade’s long-trusted dishwasher
products come in all shapes and
sizes, from powders to pods, and the
company also offers a Pure Essentials
option made from bio-based
of several factors that matter to consumers,”
citing quality, transparency, value and innovation as other important aspects.
As consumers’ needs become more personalized and e-commerce-driven, carrying
products and brands that shoppers trust can
help keep them coming back to the store,
Levy says. Also, BrandSpark research has
shown that new product trial, repurchase and
willingness to pay a premium are all affected by trust. The research found that 75% of
consumers said they would try new products
from the brands they trust the most; also, a
10% lead in trust share can equal a 13% price
premium that consumers are willing to pay
for a product.
For a retailer to benefit from its array of
trusted brands, Levy suggests ensuring that
said products are well-stocked. “If you’re missing trusted brands from your shelf, you might
be missing out sales,” he says. He also suggests grocers prioritize trusted products when
making category decisions, such as optimizing
category assortment or deciding a tiebreaker.
Retailers can also run limited-time promo-
tions around multiple brands that are trust-
ed the most and bring in innovations from
brands that customers already trust, instead
of a lesser-known brand that “might not as
confidently make it into a shopper’s basket,
especially in categories where trust is ex-
tremely concentrated with one or a couple of
brands,” he says.
To help retailers navigate the compelling and complex topic of trust, WGB again
teamed up with BrandSpark to reveal the
winners of its 2019 Most Trusted U. S. Brands,
which impart the highest levels of confidence
for consumers when making purchases.
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WINSIGHT GROCERY BUSINESS SEPTEMBER 2019 45