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By Lauren Giella
Senior Reporter
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People are increasingly careful about where they spend their money, and they want to be sure the brands they choose will provide quality products at fair prices and a good value.
Newsweek's latest ranking of Most Trusted Brands in the U.S. 2025, in partnership with BrandSpark, reflects Americans' growing concern over affordability.
In total, 29,420 American shoppers were surveyed to rank their most trusted brands in 284 categories. The brands span multiple industry segments, including Baby & Kids, Food & Beverage, Household & Pet, Health, Beauty & Personal Care, Retail & Restaurants and Services.
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Each segment was broken down into specific categories that cover everything Americans buy. For example, laundry detergent was broken down into categories including cold water, deep cleaning and "great scent," to reflect consumers' specific needs. Tide and Gain landed in the top two spots in those categories.
This year, 102 new categories were added to the list. Some of these new additions directly reflected consumers' increasing concern with high prices, with categories for low prices of baby products, electronics, health items, toys and home decor. Grocery stores were also categorized by affordability and region.
Walmart was a leader in this space, earning the top spot or tying at No. 1 for Grocery Store for Low Prices/Affordability in the South and West and Retailer for Lower Prices on Health, Beauty & Personal Care, Home Decor & Furnishing, Pet Products, Small Appliances and Toys.
"At a time when shoppers are being more selective about where they spend their money, trust has never been more important," BrandSpark President Robert Levy said in a press release in connection with the ranking. "These brands have earned their place in an exclusive group by consistently meeting and exceeding consumer expectations, which is an achievement worth celebrating."
While consumers are cost conscious, they are willing to spend more for more trusted brands. According to BrandSpark, consumers said they'd pay 15 percent more for the brands they trust most versus other options. Additionally, 68 percent said their most trusted brands were the products they intended to "definitely purchase in the future."
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"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," BrandSpark Executive Vice President Scott Boyer said in a statement.
BrandSpark said it rotates some categories, depending on where consumers are spending the most time and money. Personal EKG Monitors, Meal Kit Delivery, Salad Kits and Odor Fighting Fabric Rinse were some of the newer categories in the market.
This ranking not only highlights the top brands in each category but also a second- and third-place slot for several categories to help consumers compare leading brands. Some of the most represented companies on the list include Walmart, Tylenol, Chase, Great Value, GE and Lowe's.
BrandSpark also noted the top 20 brands overall, based on their share of citations as "most trusted" in their category:
- Bic – Disposable Lighter
- Nutella – Hazelnut Spread
- Kraft Dinner – Macaroni & Cheese
- AAA – Roadside Assistance Service
- Quaker – Oatmeal
- Off! – Insect Repellant
- Philadelphia – Cream Cheese
- Lysol – Disinfectant Spray
- Heinz – Ketchup
- Ring – Smart Doorbell
- Preparation H – Hemorrhoid Relief
- Stacy's – Pita Chips
- Nair – Hair Removal
- Lipton – Packaged Soup Mix
- Keurig – Single Serve Coffee Maker
- Karo – Corn Syrup
- Hot Wheels – Toy Cars
- Spam – Canned Luncheon Meat
- Bath & Body Works – Retailer for Home Fragrances & Body Care
- Cascade – Dishwasher Detergent
As consumers' voices become more influential, with their recommendations amplified online, companies are shifting their marketing strategies to use consumer trust as a metric to ensure the continued relevance and strength of brands.
BrandSpark noted that this ranking "sits at that intersection and seeks to feed both consumers' appetite for credible recommendation and brands' need to communicate and solidify trust."
Behr
Behr has been listed as one of the most trusted brands on the ranking for several years. On this year's ranking, Behr was listed as the top brand for Interior Paint, Exterior Paint and Exterior Stain.
Andy Lopez, Behr's SVP of global marketing, said trust is not something the company takes lightly.
"We've been around for 75 years—we've always believed in the idea and value of doing the right thing," he said. "Whether it's our corporate office or manufacturing and distribution facilities, within our culture you feel that pride."
According to BrandSpark, surveyed customers emphasized Behr's quality and efficient performance, ease of use, convenience and good reputation. Commenters noted that Behr products required fewer coats and lasted a long time, saving money and time, as well as the variety of colors available.
Building trust starts with the people at Behr—from the consistency of the products to the partnership with Home Depot to increase accessibility, Lopez said the whole team is focused on getting out the best products for any job, for both a pro or DIY customer.
Even with its legacy of consistent, quality products, Lopez said Behr is constantly looking to improve and develop new products that meet evolving consumer needs. More recently, this looks like providing assistance and expertise to help customers complete projects.
"We offer reliable advice and guidance to help customers make informed decisions," Lopez said.
You can read more about Behr's customer-focused approach to innovation here.
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Re/Max
On the 2025 ranking, Re/Max stood alone as the most trusted real estate agency for the fourth consecutive year.
Abby Lee, the executive vice president of marketing, communications and events at Re/Max, credits the company's reputation of professionalism for attracting top talent.
"You're really only going to be successful here if this is your true profession and your true passion," she said. "That, foundationally, lays a good advantage for us, especially when talking about gaining the trust we have."
BrandSpark found that surveyed customers had high trust ratings across all age groups looking to buy or sell a home. Survey comments included praise for realtors' performance and ease, making them trustworthy partners along the process compared to other agencies.
Lee said real estate transactions can be very complicated, and having experienced agents who have seen "just about everything that can happen" means clients can trust that their agents know how to navigate the process.
"When you hire a Re/Max agent, you know that they're going to be full time, they're going to be experienced—and that gives you [as a client] a sense of security," she said.
This year, Re/Max launched a new campaign focused on customer experience and the agency's legacy as a trusted brand.
You can read more about Re/Max's latest strategy highlighting trustworthiness here.
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