Most Trusted Brands in America for Consumer Products and Services 2023

By Ed Barredo

Trust is a big part of every buying decision. It's the confidence to know that you can believe a product or service's sales pitch, that it will do whatever it is supposed to do and that you won't later regret having spent the money. Trust is a hard to measure, but nonetheless critical quality; difficult for a brand to earn and painfully easy to lose.

To help our readers shop with greater confidence, Newsweek has partnered with leading market research firm BrandSpark® International to highlight the 2023 winners of the Most Trusted Service and Consumer Brands in America awards.

The winners were selected based on a survey of U.S. shoppers who shared their thoughts on which brands they trust the most and why. Brands were considered in five broad retail sectors; automotive; baby and kids; home goods and clothing; food and beverage; health, beauty and personal care; household and pet and services. The sector with the most winners this year was food and beverage in which 50 brands were selected as Most Trusted.

The BrandSpark Most Trusted Awards program helps shoppers identify brands they can rely on based on the experience of thousands of real consumers. What drives trust? In general, shoppers trust brands that provide detailed information about their products and services, are transparent about how they are made or provided, offer fair pricing and respond quickly to consumer issues. We hope you find this listing helpful in making your own selections.

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SEGMENT

CATEGORY

WINNING BRAND

AutomotiveAutomotive Floor MatsWeatherTechAutomotiveAutomotive ToolsCRAFTSMANAutomotiveCar BatteryDieHardAutomotiveMotor OilPennzoilAutomotiveQuick Oil Change ServiceJiffy LubeAutomotiveAuto Parts RetailerAutoZoneAutomotiveTire Sales & ServiceDiscount Tire (America's Tire)AutomotiveWindshield Repair / ReplacementSafelite AutoglassBaby and KidsBaby Laundry DetergentDreftBaby and KidsBaby MonitorVTechBaby and KidsBaby Wash / ShampooJohnson's BabyBaby and KidsBreast PumpMedelaBaby and KidsDiapersPampers / Huggies (TIE)Baby and KidsDollsBarbieBaby and KidsToysFisher-PriceHome Goods & ClothingAction CameraGoProHome Goods & ClothingAir FryerNinjaHome Goods & ClothingBBQ GrillWeberHome Goods & ClothingBike HelmetSchwinn / Bell (TIE)Home Goods & ClothingClothes IronBlack+DeckerHome Goods & ClothingClothes SteamerConairHome Goods & ClothingCollectable FiguresFunkoHome Goods & ClothingDeep FryerNinjaHome Goods & ClothingDrink Carbonation SystemSodastreamHome Goods & ClothingElectric FanLaskoHome Goods & ClothingElectric Scooter (Stand-up)RazorHome Goods & ClothingFood ProcessorNinjaHome Goods & ClothingHeadphones (Overear)Beats / Sony (TIE)Home Goods & ClothingHome Sound SystemBoseHome Goods & ClothingHumidifierVicksHome Goods & ClothingJeansLevi'sHome Goods & ClothingLuggageSamsoniteHome Goods & ClothingMattress-In-A-BoxPurpleHome Goods & ClothingMen's UnderwearHanesHome Goods & ClothingPortable CoolerIglooHome Goods & ClothingPortable SpeakerJBLHome Goods & ClothingSpace HeaterHoneywell / Lasko (TIE)Home Goods & ClothingStand MixerKitchenAidHome Goods & ClothingStationary Exercise BikePelotonHome Goods & ClothingSwimming GogglesSpeedoHome Goods & ClothingTennis RacketWilsonHome Goods & ClothingThermostatHoneywellHome Goods & ClothingToaster OvenBlack+DeckerHome Goods & ClothingTreadmillNordicTrackHome Goods & ClothingTVSamsungHome Goods & ClothingVacuumDyson / Shark (TIE)Home Goods & ClothingWasher / DryerWhirlpoolHome Goods & ClothingWomen's ShapewearSpanxHome Goods & ClothingYoga WearLululemonFood & BeverageBakingBetty Crocker

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Methodology

THE POLLING OF CATEGORY shoppers and service customers was conducted via online survey following regular market research best practices. All voters were screened for participation in the specific category before voting by naming (unaided) the brand they trust most.

Respondents were recruited via personal invitation from multiple panel sources and weighted to a national profile to ensure a broad sample representing a true cross section of American adults. Respondents could only contribute one response per category and there was no path for any brand to direct respondents to the survey to influence the results.

The highest share of citations as Most Trusted brand in each category determined the winner. The margin of victory over the runner-up brand must exceed 3 percent or a tie is declared. Brands must exceed a minimum threshold of citations to be declared a winner.