New Rankings Offering Consumers a Data-Driven Guide to the Most Trusted Brands AcrossConsumer Products, Services, and Retail
Newsweek and BrandSpark International are proud to announce the winners of the 2025 BrandSpark Most Trusted Awards, celebrating the brands that have earned the trust of U.S. shoppers. This year's awards are based on insights from 29,420 U.S. survey participants, encompassing 162,486 brand evaluations across 284 categories (including 102 new categories), offering a comprehensive analysis of consumer trust across America. The BrandSpark Most Trusted Awards set the standard for highly credible consumer-voted awards, and the Program is now in its 12th year in the U.S. and Canada and 3rd for UK results.
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In a time of economic uncertainty, trust is a critical factor in consumer decision-making. Brands that deliver consistent quality, reliability and value are rising to the top. The 2025 BrandSpark Most Trusted Awards winners exemplify these qualities, standing out in categories where competition is fierce and consumer expectations are higher than ever.
“At a time when shoppers are being more selective about where they spend their money, trust has never been more important,” said Robert Levy, President of BrandSpark. “These brands have earned their place in an exclusive group by consistently meeting and exceeding consumer expectations, which is an achievement worth celebrating.”
Building Consumer Confidence with the Purple Seal
The purple “Most Trusted” seal is a trusted guide for consumers, helping them identify brands that consistently deliver quality, reliability, and value. Seen across store shelves, advertisements, and digital platforms, the seal is a powerful symbol of consumer confidence. “Brands that activate the seal distinguish themselves in a crowded marketplace while signaling to shoppers that their products are trusted by others” says Adam Bellisario, Associate Vice President, BrandSpark Most Trusted Awards.
This recognition strengthens a brand's connection with consumers, building loyalty and credibility. For shoppers, the seal is reassurance that they're making a reliable choice-a quality increasingly valued in today's complex marketplace. The BrandSpark American Trust Study shows that, even in the face of economic challenges, Americans are willing to invest in brands they trust. “New market challengers are emerging, and we see the presence of private label brands continuing to provide a challenge to brands”, said Philip Scrutton, Vice President of BrandSpark Shopper Insights, “but consumers continue to gravitate toward trusted brands that communicate their strengths and deliver on their promises”. BrandSpark's custom trust research has also revealed that being most trusted has financial value beyond market share, and that consumers are willing to pay a premium, averaging 15% or more, for the brand they trust most in a category. Scott Boyer, EVP BrandSpark, comments: “This premium reflects the perceived value that brand trust adds to each purchase, making consumers less likely to switch to alternatives, even when they're lower-priced.”
“Trust is the foundation of consumer decision-making, and in today's evolving marketplace, it's more critical than ever. The 2025 BrandSpark Most Trusted Awards celebrate the brands that have earned this trust through consistency, quality, and reliability.” Josh Smith, Senior Director Growth & Strategic Partnerships at Newsweek. “At Newsweek, we are proud to partner with BrandSpark to highlight these standout companies, helping consumers make informed choices with confidence. This year's winners exemplify excellence across industries, proving that trust isn't just earned-it's maintained through dedication to delivering on promises.
Standout Winners from the 2025 BrandSpark Most Trusted List:
Baby & Kids:
— Pampersleads in Diapers, while Huggies follows and Huggies leads in Baby Wipes followed by Pampers.
— Medeladominates in Breast Pumps, reinforcing its position as a trusted name in infant care.
Food & Beverage:
— Chobanidemonstrates trust in Greek Yogurt, reflecting its popularity with health-conscious consumers.
— Silkleads in Almond Plant-Based Beverage and Plant-Based Yogurt.
— Eggland's Besthas won as the most trusted Eggs brand for multiple years.
Health, Beauty & Personal Care:
— Tylenolearns top trust in Headache Relief and Children's Cough & Cold Relief.
— P&G brandsOlay dominates in Face Moisturizer, while Crest leads in Teeth Whitening.
— OneTouchwas voted the Most Trusted Blood Glucose Monitor.
Household & Pet:
— P&G Laundry continues to dominate this segment led by theTide, Downy, Bounce, Dreft and Gain brands.
— SC Johnsonbrands Raid, OFF!, Ziploc, Shout, and Mrs. Myers were leading household brands.
— Lysolearns trust in Disinfectant Spray and Bathroom Cleaner.
Home Goods & Outdoor:
— Sealy came out on top in the highly competitive mattress category.
— Dysonleads in Air Purifiers, showcasing its innovation.
— Ninjadominates in Blenders and Air Fryers, reflecting demand for high-performing kitchen appliances from a brand seen to have grown trust over recent years.
Retail & Services:
— Walmartstands out across categories like Low Prices on Baby Products and Electronics, demonstrating its value leadership. Shoprite continues being most trusted for Conventional Store in the Northeast showing that numerous categories shift loyalties across U.S. regions.
— CarShield is most trusted for Extended Auto Warranty (non-manufacturer).
To see the winners on Newsweek.com, visit:www.Newsweek.com/mtb-2025. For more information about the program and to see how brands promote their wins, visit www.BrandSparkMostTrusted.com
BABY & KIDS# CATEGORY RANK #1 RANK #2 RANK #31 Baby & Kids Laundry Detergent Dreft Tide all2 Baby Monitor Nanit / VTech (TIE)3 Baby Probiotics Culturelle / Gerber (TIE)4 Baby Wash & Shampoo Johnson's Baby Baby Dove5 Baby Wipes Huggies Pampers Parent's Choice6 Breast Pump Medela Spectra7 Children's Cough & Cold Relief Children's Tylenol Robitussin8 Children's Thermometer Braun9 Diaper Cream Desitin A+D / Boudreaux's Butt Paste (TIE)10 Diapers Pampers Huggies11 Dolls Barbie American Girl12 Educational Toys Fisher-Price LeapFrog / Melissa & Doug (TIE)13 Infant / Baby Feeding Products Dr. Brown's Gerber Philips Avent14 Nipple Cream Lansinoh15 Toy Cars Hot Wheels Matchbox
FOOD & BEVERAGE# CATEGORY RANK #1 RANK #2 RANK #316 Almond Plant-Based Silk Almond Breeze Beverage17 Artisan Flatbread Stonefire18 Baked Kids' Cracker Goldfish Cheez-It Ritz19 Baking Yeast Fleischmann's Red Star20 Basmati Rice Ben's Original Mahatma Royal21 Bottled Water Dasani22 Butter Land O'Lakes23 Canned Chili Hormel Wolf Brand24 Canned Fruit Dole Del Monte25 Canned Luncheon Meat SPAM26 Canned Seafood Starkist Chicken of the Sea Bumble Bee27 Canned Vegetables Del Monte Green Giant Great Value28 Caramel Candy Werther's Original Kraft29 Chicken Tyson Perdue30 Cooking Oil Crisco Wesson Great Value31 Corn Starch Argo Great Value32 Corn Syrup Karo33 Cottage Cheese Daisy Great Value34 Cream Cheese Philadelphia35 Dairy Free Cheese Daiya Kraft / Violife (TIE)36 Drinkable Yogurt Danimals / Yoplait (TIE) Chobani / Dannon (TIE)37 Eggs Eggland's Best Great Value38 Flour Gold Medal Great Value / Pillsbury (TIE)39 Fresh Berries Driscoll's Dole40 Fresh Fruits Dole41 Frozen Fish Gorton's42 Frozen Pizza DiGiorno Red Baron43 Frozen Plant-Based MorningStar Farms Beyond Meat Impossible Meat Alternatives44 Frozen Potato Products Ore-Ida45 Fruit Juice Tropicana / Welch's (TIE) Minute Maid / Ocean Spray / Simply (TIE)46 Gin Seagrams Bombay Sapphire / Tanqueray (TIE)47 Gluten-Free Bread Canyon Bakehouse / Schär (TIE) Udi's48 Granola Nature Valley Quaker49 Greek Yogurt Chobani Oikos / Yoplait (TIE)50 Hard Seltzer White Claw Truly Mike's Hard51 Hazelnut Spread Nutella52 High Protein Milk Fairlife Muscle Milk53 High Value-for-Money Private Label Food Great Value Private Selection54 Hummus Sabra55 Icelandic Yogurt/Skyr Siggi's Icelandic Provisions56 Innovative Private Label Food Great Value Private Selection57 Instant Coffee Folgers Nescafé Maxwell House58 K-Cup Coffee Pods Dunkin / Starbucks (TIE) Green Mountain59 Ketchup Heinz Hunt's60 Kombucha GT's Health-Ade61 Light Beer Bud Light Miller Lite Coors Light62 Macaroni & Cheese Kraft Dinner63 Mozzarella Sargento Great Value64 Non-alcoholic Beer Heineken 0.0 O'Doul's65 Oat Plant-Based Beverage Oatly! Planet Oat Silk66 Oatmeal Quaker67 Olive Oil Bertolli Great Value / Pompeian (TIE)68 Organic Coffee Starbucks69 Organic Kids Snacks Annie's70 Organic Yogurt Chobani / Stonyfield (TIE)71 Packaged Side Dish Knorr Bob Evans / Stouffer's (TIE)72 Packaged Soup Mix Lipton Knorr73 Pasta Barilla Great Value74 Peanut Butter Jif Skippy Peter Pan75 Pita Chips Stacy's76 Plant-Based Yogurt Silk Chobani / Oui by Yoplait (TIE)77 Pork Smithfield Hormel78 Premade Garlic Bread Great Value New York Bakery / Pepperidge Farms (TIE)79 Salad Kit Dole Fresh Express Taylor Farms80 Sausages Jimmy Dean Johnsonville81 Single Serve Bottled Milk Nesquik82 Sour Cream Daisy83 Sparkling Water (flavored) Sparkling Ice Bubly84 Sparkling Water (non-flavored) Perrier La Croix / San Pellegrino (TIE)85 Tea Lipton86 Tortilla Wraps Mission87 Vegan Chocolate Hershey Lindt88 Vodka Smirnoff / Tito's (TIE) Grey Goose89 White Bread Wonder Sara Lee90 Whole Grain Bread Nature's Own / Sara Lee (TIE)
HEALTH, BEAUTY & PERSONAL CARE# CATEGORY RANK #1 RANK #2 RANK #391 Anti-nauseant Pepto-Bismol Dramamine92 Beauty Tools Revlon e.l.f. Tweezerman93 Beets Health Supplement Humann94 Black Elderberry Products Sambucol95 Blood Glucose Monitor OneTouch Accu-Chek ReliOn96 Cold & Flu Relief Vicks DayQuil/NyQuil Tylenol97 Cold Sore Remedy Abreva Blistex98 Collagen Powder Vital Proteins99 Contact Lens Solution Bausch & Lomb Alcon100 Cough & Cold Medicine Vicks DayQuil/NyQuil Mucinex / Robitussin (TIE)101 Denture Adhesive Fixodent Poligrip102 Denture Cleanser Polident Efferdent103 Electric Razor / Trimmer for Men Gillette / Philips Norelco (TIE) Wahl104 Electric Toothbrush Oral-B Philips Sonicare Colgate105 Electrolyte Powder Gatorade / Liquid IV (TIE)106 Epilator Braun107 Face Moisturizer Olay CeraVe108 Face Wipes Neutrogena109 Fiber Supplement Metamucil110 Foot Cream Gold Bond Dr. Scholl's111 Gas & Bloating Relief Gas-X Tums112 Hair Regrowth Products Rogaine113 Hair Removal Nair114 Hair Styling Tools Conair Revlon115 Headache Relief Tylenol Advil Excedrin116 Heartburn Relief Tums117 Hemorrhoid Relief Preparation H118 Insect Repellent Off!119 Laxative Dulcolax / MiraLAX (TIE) Ex-Lax120 Makeup Remover Neutrogena Garnier121 Memory Support Supplement Neuriva / Prevagen (TIE)122 Mouthwash Listerine Crest / Scope (TIE)123 Nasal Allergy Spray Flonase Afrin124 Nasal Decongestant Spray Afrin / Flonase (TIE) Vicks Sinex125 Oral Back Pain Relief Tylenol Advil / Aleve (TIE)126 Ovulation Test Clearblue First Response127 Pain Relief Patch Salonpas Icy Hot Tylenol128 Personal EKG Monitor KardiaMobile129 Pregnancy Test Clearblue First Response130 Probiotic Supplements Nature Made131 Protein Powder Muscle Milk / Orgain / Premier (TIE)132 Self-Tanner Jergens133 Shampoo & Conditioner (Men) Head & Shoulders Suave134 Shampoo & Conditioner (Women) Suave Pantene135 Sleep Aid ZzzQuil Tylenol PM136 Teeth Whitening Crest Colgate137 Upset Stomach Relief Pepto-Bismol Tums138 Vitamin C Powder Emergen-C
HOME GOODS & OUTDOOR# CATEGORY RANK #1 RANK #2 RANK #3139 Action Camera GoPro Sony140 Air Fryer Ninja141 Air Purifier Dyson142 Barbecue Grill Weber143 Beverage Tumbler Stanley / Yeti (TIE)144 Blender Ninja Hamilton Beach145 Carpet Cleaner (Machine) Bissell Hoover146 Clothes Iron Black+Decker Rowenta147 Clothes Steamer Conair148 Cookware Cuisinart / T-Fal (TIE)149 Dashcam Garmin150 Dehumidifier GE Honeywell151 Dishwasher Whirlpool Bosch / GE (TIE)152 Disposable Lighter Bic153 Drip Coffee Maker Mr. Coffee154 Electric Fan Lasko GE / Honeywell (TIE)155 Electric Kettle Hamilton Beach Cuisinart156 Electric Yard Tools Black+Decker / Ryobi (TIE) Craftsman157 Fishing Lures Rapala Bass Pro Shops & Cabela's158 Fishing Rod Ugly Stik Zebco159 Food Processor Ninja Cuisinart KitchenAid160 Handheld GPS Garmin161 Home Generator Generac162 Humidifier Vicks163 HVAC (Heating / Air Conditioning) Trane164 Ice Cream Maker Ninja Cuisinart165 Kitchen Faucet Moen Delta / Kohler (TIE)166 Light Bulbs GE Philips167 Mattress Sealy Serta168 Mattress-in-a-Box Purple169 Multi-Tool Leatherman Gerber / Victorinox (TIE)170 Oven / Range GE Samsung LG171 Pillow Serta MyPillow172 Portable Speaker JBL Bose173 Refrigerator LG / Samsung (TIE) GE / Whirlpool (TIE)174 Replacement Windows Andersen Pella175 Single Serve Coffee Maker Keurig176 Smart Doorbell Ring177 Space Heater Honeywell / Lasko (TIE)178 Stand Mixer KitchenAid179 Tires (Automotive) Goodyear Michelin Firestone180 Toaster Oven Black+Decker Cuisinart / Hamilton Beach (TIE)181 Toilet Kohler American Standard182 Vacuum Shark Bissell / Dyson (TIE)183 Washer / Dryer Whirlpool Maytag / Samsung (TIE)
HOUSEHOLD & PET# CATEGORY RANK #1 RANK #2 RANK #3184 Bathroom Cleaner Lysol Clorox Scrubbing Bubbles185 Bathroom Tissue Charmin Angel Soft Scott186 Broom & Dust Pan Libman / O-Cedar (TIE) Mr. Clean187 Carpet Stain Remover Resolve Bissell188 Cat Litter Purina Tidy Cats Arm & Hammer / Fresh Step (TIE)189 Cleaning Products for Wood Floors Murphy / Swiffer (TIE) Bona / Pine Sol (TIE)190 Dental Chews for Dogs Greenies Pedigree Dentastix191 Dishwasher Detergent Cascade Finish192 Dishwasher Rinse Aid Finish Cascade193 Disinfectant Spray Lysol194 Dog Treats Milk-Bone Purina195 Dryer Sheets Bounce Gain Downy / Snuggle (TIE)196 Dryer Sheets to Repel Pet Hair Bounce Gain197 Exterior Paint Behr Sherwin-Williams198 Exterior Stain Behr199 Fabric Softener Downy Gain / Snuggle (TIE)200 Flea & Tick Prevention Frontline / Hartz (TIE) Advantage II | K9 Advantix II201 Food Storage Bags Ziploc Glad202 Food Storage Containers Rubbermaid Glad Tupperware / Ziploc (TIE)203 Fresh Dog Food FreshPet204 Garbage Bags Hefty Glad205 Household Cleaner with Natural Ingredients Mrs. Meyer's Lysol / Seventh Generation (TIE)206 Insect Control Raid Ortho207 Interior Paint Behr Sherwin-Williams208 Laundry Detergent Tide Gain209 Laundry Detergent for Cold Water Washing Tide Gain210 Laundry Detergent for Deep Cleaning Tide Gain211 Laundry Detergent for Great Scent Gain Tide212 Laundry Detergent for Overall Value Tide Gain all213 Laundry Detergent for Sensitive Skin Tide all Arm & Hammer214 Laundry Disinfectant Lysol215 Laundry Scent Booster (in-wash) Downy Unstopables Gain216 Laundry Stain Remover Shout Tide OxiClean217 Mop & Bucket O-Cedar Mr. Clean218 Multi-Purpose Disinfecting Wipes Clorox Lysol219 Odor Fighting Fabric Rinse Downy Gain / Tide (TIE)220 Painters Tape 3M Scotch Frog Tape221 Paper Towels Bounty Brawny222 Pet Food Delivery Chewy Amazon223 Pet Insurance Lemonade / Nationwide (TIE)224 Toilet Bowl Cleaner Lysol Clorox
RETAIL & RESTAURANTS# CATEGORY RANK #1 RANK #2 RANK #3225 Convenience Store 7-Eleven226a Conventional Grocery Store (Midwest) Kroger Meijer226b Conventional Grocery Store (Northeast) ShopRite Stop & Shop226c Conventional Grocery Store (South) Kroger / Publix (TIE) Food Lion / Walmart (TIE)226d Conventional Grocery Store (West) Safeway227 Department Store for Fashion Kohl's / Macy's (TIE)228 Discount Grocery Store Aldi Walmart229 Eyewear Retailer LensCrafters230 Grocery Pickup & Delivery Walmart Instacart231 Grocery Store for Customer Service Walmart Kroger232a Grocery Store for Low Prices / Affordability (Midwest) Aldi Walmart Kroger232b Grocery Store for Low Prices / Affordability (Northeast) Aldi Walmart232c Grocery Store for Low Prices / Affordability (South) Walmart Aldi232d Grocery Store for Low Prices / Affordability (West) Walmart Winco Grocery Outlet233 Grocery Store for Natural / Organic Foods Whole Foods Market Sprouts / Trader Joe's (TIE)234 Home Improvement Retailer The Home Depot Lowe's235 Jewelry Store Kay Jewelers236 Mattress Retailer Mattress Firm237 Neighborhood Hardware Store Ace Hardware238 Pharmacy CVS Pharmacy Walgreens Walmart Pharmacy239 Quick Service Restaurant for Sandwiches Subway McDonald's240 Retailer for Home Fragrances & Body Care Bath & Body Works241 Retailer for Hunting & Fishing Gear Bass Pro Shops & Cabela's242 Retailer for Lower Prices on Baby & Kids Products Walmart243 Retailer for Lower Prices on Electronics Best Buy Walmart Amazon244 Retailer for Lower Prices on Health, Beauty & Personal Care Walmart245 Retailer for Lower Prices on Home Décor & Furnishings HomeGoods / Walmart (TIE)246 Retailer for Lower Prices on Large Appliances Lowe's The Home Depot247 Retailer for Lower Prices on Pet Products Chewy / Walmart (TIE) PetSmart248 Retailer for Lower Prices on Small Appliances Walmart Amazon / Lowe's (TIE)249 Retailer for Lower Prices on Toys Walmart Amazon250 Retailer of Camping Gear REI Bass Pro Shops & Cabela's251 Small Format Grocery Store Aldi
SERVICES# CATEGORY RANK #1 RANK #2 RANK #3252 Auto Insurance Provider State Farm Progressive Allstate / Geico (TIE)253 Cellular Service Provider T-Mobile / Verizon (TIE) AT&T254 Cruise Line Carnival / Royal Caribbean (TIE) Norwegian255 Digital Document Signature DocuSign Adobe256 DNA Testing Ancestry 23andMe257 Express Package Delivery FedEx / UPS (TIE)258 Extended Auto Warranty (non-manufacturer) CarShield Endurance259 High Speed Internet Provider Spectrum / Xfinity (TIE) AT&T260 Home Improvement Network Angi The Home Depot Lowe's261 Home Insurance Provider State Farm Allstate262 Home Phone Service Provider AT&T Verizon Spectrum / Xfinity (TIE)263 Home Security Provider ADT Ring264 Life Insurance Provider State Farm265 Meal Kit Delivery Service HelloFresh Blue Apron266 Moving & Storage Company U-Haul267 No Annual Fee Credit Card Provider Capital One Chase / Discover (TIE)268 Oil & Lube Change Service Jiffy Lube269 Online Casino BetMGM / FanDuel (TIE)270 Prepaid Credit Card for Credit Building Chime Capital One271 Professional Movers Two Men and a Truck U-Haul272 Real Estate Agency RE/MAX273 Retirement Investment Services Fidelity274 Rewards Credit Card Provider Capital One Chase / Discover (TIE)275 Roadside Assistance Service AAA276 Sports Betting Provider DraftKings / FanDuel (TIE)277 Tire Sales & Service Discount Tire (America's Tire) Goodyear278 Tool Rental Service The Home Depot279 Travel Insurance Provider Allianz280 Travel Price Comparison App Expedia Kayak / Priceline (TIE)281 Travel Rewards Credit Card Provider Chase American Express / Capital One (TIE)282 TV Service Provider Spectrum / Xfinity (TIE)283 Used Car Retailer Carmax284 Weight Loss Program WW (Weight Watchers)
How Winners Are Determined
The BrandSpark Most Trusted Awards are based on the 2025 BrandSparkAmerican Trust Study, in which BrandSpark surveyed a nationally representative sample of 29,420 qualified American shoppers to determine the most trusted brands in the U.S. 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 or within the top 3 most trusted brands, a brand had to achieve a minimum 10% trust share in its category.
About Newsweek:
Newsweek is the global digital news organization built around the iconic 92-year-old American magazine. Newsweek reaches 100 million people monthly with its thought-provoking news, opinion, images, graphics, and video delivered across a dozen print and digital platforms. Headquartered in New York City, Newsweek also publishes international editions in EMEA and Asia.
About BrandSpark International and Best New Product Awards Inc.
Founded in 2001,BrandSpark Internationalis a research and consulting firm dedicated to providing brands with the actionable insights necessary to refine strategic brand positioning, build consumer trust, and enhance the success of new product launches.Best New Product Awards Inc.runs leading credential programsBest New Product AwardsandBrandSpark® Most Trusted Awards,as well asShopper Army®, a product tester community running trusted incentivized ratings and reviews.
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.
For media inquiries, licensing requests, or interview opportunities, please contact:
Adam BellisarioAssociate Vice-President, BrandSpark Most Trusted AwardsABellisario@BrandSpark.com
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