2023 Most Trusted Brands in America for Consumer Products and Services

2023 Most Trusted Brands in America for Consumer Products and Services

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.

Nancy Cooper Signature 5
AutomotiveAutomotive Floor MatsWeatherTech
AutomotiveAutomotive ToolsCRAFTSMAN
AutomotiveCar BatteryDieHard
AutomotiveMotor OilPennzoil
AutomotiveQuick Oil Change ServiceJiffy Lube
AutomotiveAuto Parts RetailerAutoZone
AutomotiveTire Sales & ServiceDiscount Tire (America's Tire)
AutomotiveWindshield Repair / ReplacementSafelite Autoglass
Baby and KidsBaby Laundry DetergentDreft
Baby and KidsBaby MonitorVTech
Baby and KidsBaby Wash / ShampooJohnson's Baby
Baby and KidsBreast PumpMedela
Baby and KidsDiapersPampers / Huggies (TIE)
Baby and KidsDollsBarbie
Baby and KidsToysFisher-Price
Home Goods & ClothingAction CameraGoPro
Home Goods & ClothingAir FryerNinja
Home Goods & ClothingBBQ GrillWeber
Home Goods & ClothingBike HelmetSchwinn / Bell (TIE)
Home Goods & ClothingClothes IronBlack+Decker
Home Goods & ClothingClothes SteamerConair
Home Goods & ClothingCollectable FiguresFunko
Home Goods & ClothingDeep FryerNinja
Home Goods & ClothingDrink Carbonation SystemSodastream
Home Goods & ClothingElectric FanLasko
Home Goods & ClothingElectric Scooter (Stand-up)Razor
Home Goods & ClothingFood ProcessorNinja
Home Goods & ClothingHeadphones (Overear)Beats / Sony (TIE)
Home Goods & ClothingHome Sound SystemBose
Home Goods & ClothingHumidifierVicks
Home Goods & ClothingJeansLevi's
Home Goods & ClothingLuggageSamsonite
Home Goods & ClothingMattress-In-A-BoxPurple
Home Goods & ClothingMen's UnderwearHanes
Home Goods & ClothingPortable CoolerIgloo
Home Goods & ClothingPortable SpeakerJBL
Home Goods & ClothingSpace HeaterHoneywell / Lasko (TIE)
Home Goods & ClothingStand MixerKitchenAid
Home Goods & ClothingStationary Exercise BikePeloton
Home Goods & ClothingSwimming GogglesSpeedo
Home Goods & ClothingTennis RacketWilson
Home Goods & ClothingThermostatHoneywell
Home Goods & ClothingToaster OvenBlack+Decker
Home Goods & ClothingTreadmillNordicTrack
Home Goods & ClothingTVSamsung
Home Goods & ClothingVacuumDyson / Shark (TIE)
Home Goods & ClothingWasher / DryerWhirlpool
Home Goods & ClothingWomen's ShapewearSpanx
Home Goods & ClothingYoga WearLululemon
Food & BeverageBakingBetty Crocker
Food & BeverageBottled WaterDasani / Aquafina (TIE)
Food & BeverageButterLand O' Lakes
Food & BeverageCanned FruitDole
Food & BeverageCanned SeafoodStarKist
Food & BeverageCanned TomatoesHunt's
Food & BeverageCaramel CandyWerther's Original
Food & BeverageCerealKellogg's
Food & BeverageChickenTyson
Food & BeverageCooking Oil SprayPam
Food & BeverageCooking Stock / BrothSwanson
Food & BeverageCottage CheeseDaisy
Food & BeverageDairy-Free CheeseDaiya
Food & BeverageEggsEggland's Best
Food & BeverageEspresso CoffeeStarbucks
Food & BeverageFrozen EntreeStouffer's
Food & BeverageFrozen PizzaDiGiorno
Food & BeverageFrozen Potato ProductsOre-Ida
Food & BeverageFruit CupsDole
Food & BeverageFruit JuiceMinute Maid / Ocean Spray (TIE)
Food & BeverageHot SauceFrank's Red Hot
Food & BeverageHummusSabra
Food & BeverageIce-Cream BarsKlondike
Food & BeverageJam & JellySmucker's
Food & BeverageJerkyJack Link's
Food & BeverageLow-Carb Packaged FoodsAtkins
Food & BeverageMilkGreat Value
Food & BeverageMozzarellaKraft
Food & BeverageOatmealQuaker
Food & BeverageOrganic BreadDave's Killer Bread
Food & BeveragePancake MixPearl Milling Company (formerly Aunt Jemima)
Food & BeveragePastaBarilla
Food & BeveragePasta SauceRagu
Food & BeveragePeanutsPlanters
Food & BeveragePepperoniHormel
Food & BeveragePlant-Based Meat AlternativeBeyond Meat
Food & BeveragePopcornOrville Redenbacher's
Food & BeveragePorkSmithfield
Food & BeveragePremium CrackersRitz
Food & BeverageReady-to-bake DoughPillsbury
Food & BeverageRefrigerated Salad DressingHidden Valley
Food & BeverageRehydration DrinkGatorade
Food & BeverageSalsaPace
Food & BeverageSausagesJimmy Dean
Food & BeverageSeasoningMcCormick
Food & BeverageShredded CheeseKraft
Food & BeverageSparkling WaterLaCroix / Sparkling Ice (TIE)
Food & BeverageTortilla (Wraps)Mission
Food & BeverageTortilla ChipsTostitos
Food & BeverageWhite BreadWonder
Food & BeverageYogurtYoplait
Health, Beauty, & Personal CareAllergy Eye DropsVisine
Health, Beauty, & Personal CareBack Pain ReliefTylenol
Health, Beauty, & Personal CareBlood Glucose MonitorOneTouch
Health, Beauty, & Personal CareChildren's Cough MedicineChildren's Tylenol
Health, Beauty, & Personal CareCollagen PowderVital Proteins
Health, Beauty, & Personal CareCough DropHalls
Health, Beauty, & Personal CareDenture AdhesiveFixodent
Health, Beauty, & Personal CareElectric ToothbrushOral-B
Health, Beauty, & Personal CareEye Makeup RemoverNeutrogena
Health, Beauty, & Personal CareFace WipesNeutrogena
Health, Beauty, & Personal CareFeminine Hygiene PadsAlways
Health, Beauty, & Personal CareFiber SupplementMetamucil
Health, Beauty, & Personal CareFlushable WipesCottonelle
Health, Beauty, & Personal CareHair Regrowth ProductsRogaine
Health, Beauty, & Personal CareHair RemovalNair
Health, Beauty, & Personal CareHand SoapDial / Softsoap (TIE)
Health, Beauty, & Personal CareHeadache ReliefTylenol
Health, Beauty, & Personal CareJock Itch ReliefLotrimin
Health, Beauty, & Personal CareLaxativeDulcolax
Health, Beauty, & Personal CareManual ToothbrushColgate
Health, Beauty, & Personal CareMenopause SupplementsEstroven
Health, Beauty, & Personal CareMen's Body Hair TrimmerWahl
Health, Beauty, & Personal CareMen's ShavingGillette
Health, Beauty, & Personal CareMicellar WaterGarnier
Health, Beauty, & Personal CareMigraine ReliefExcedrin
Health, Beauty, & Personal CareMouthwashListerine
Health, Beauty, & Personal CareNasal SprayFlonase
Health, Beauty, & Personal CarePain Relief PatchSalonpas
Health, Beauty, & Personal CarePregnancy TestClearblue
Health, Beauty, & Personal CareSmoking CessationNicorette
Health, Beauty, & Personal CareTamponsTampax
Health, Beauty, & Personal CareTeeth WhiteningCrest
Health, Beauty, & Personal CareToothpasteColgate
Health, Beauty, & Personal CareUTI PreventionAzo
Health, Beauty, & Personal CareWomen's ShavingGillette Venus
Household & Pet ConsumablesAdhesive TapeScotch
Household & PetBathroom TissueCharmin
Household & PetBatteriesDuracell
Household & PetBBQ CharcoalKingsford
Household & PetBBQ PelletsKingsford
Household & PetCat FoodPurina
Household & PetCat LitterPurina Tidy Cats
Household & PetDish SoapDawn
Household & PetDishwasher DetergentCascade
Household & PetDog FoodPurina
Household & PetDog TreatsMilk-Bone
Household & PetDryer SheetsBounce
Household & PetEco-Friendly Cleaning ProductsSeventh Generation / Mrs. Meyer's (TIE)
Household & PetFabric SoftenerDowny
Household & PetFlea & Tick PreventionFrontline
Household & PetFood Storage BagsZiploc
Household & PetGarbage BagsHefty
Household & PetInsect ControlRaid
Household & PetLaundry DetergentTide
Household & PetLaundry Detergent for Cold Water WashingTide
Household & PetLaundry Detergent for Deep CleaningTide
Household & PetLaundry Detergent for Overall ValueTide
Household & PetLaundry Detergent for Sensitive SkinTide
Household & PetLaundry Scent Booster (In-Wash)Downy
Household & PetLaundry Stain RemoverShout
Household & PetLaundry Wrinkle ProtectionDowny
Household & PetMulti-Purpose Disinfecting CleanerLysol
Household & PetPaint (Interior & Exterior)Behr
Household & PetPaper TowelsBounty
Household & PetPower ToolsDewalt
Household & PetSingle-Serve Coffee MakerKeurig
Household & PetStrong Hold GlueGorilla
Household & PetToilet Bowl CleanerLysol
Household & PetWriting Instruments (i.e., Pens, Pencils)Bic
Household & PetYarn for KnittingRed Heart
ServicesAuto Insurance ProviderState Farm
ServicesBank (National)Bank of America / Chase (TIE)
ServicesBank (California)Bank of America / Chase (TIE)
ServicesBank (Florida)Bank of America
ServicesBank (New York)Chase
ServicesBank (Texas)Bank of America / Chase (TIE)
ServicesCashback Credit CardCapital One / Discover (TIE)
ServicesCellular Service ProviderT-Mobile / Verizon (TIE)
ServicesExtended Auto Warranty (non-manufacturer)CarShield
ServicesFood Delivery AppDoorDash
ServicesHigh-Speed Internet ProviderXfinity
ServicesHome Insurance ProviderState Farm
ServicesHome Phone Service ProviderAT&T
ServicesHome Repair Service App / SiteAngi (formerly Angie's List)
ServicesHome Security ProviderADT
ServicesJunk Removal Service1-800-GOT-JUNK?
ServicesLarge File Sending (non-email)Dropbox
ServicesLower-Fee Investment BrokerageFidelity Investments
ServicesLoyalty ProgramKroger Rewards
ServicesMeal Kit Delivery ServiceHelloFresh
ServicesNo Annual Fee Credit CardCapital One / Discover (TIE)
ServicesOnline Restaurant Reservation App / SiteOpenTable
ServicesOnline Sports BettingFanDuel / DraftKings (TIE)
ServicesOnline Used Car DealerCarMax / Carvana (TIE)
ServicesReal Estate AgencyRE/MAX
ServicesRetailer of Hunting & Fishing GearBass Pro Shops & Cabela's
ServicesRetailer of Outdoors & Camping GearBass Pro Shops & Cabela's
ServicesRoadside Assistance ProviderAAA
ServicesSelf-Storage WarehousePublic Storage / U-Haul (TIE)
ServicesShort-term Rental Booking SiteAirbnb
ServicesStreaming Service for Children's ContentDisney+
ServicesStreaming Service for Quality ContentNetflix
ServicesStreaming Service for SportsESPN
ServicesTravel Rewards Credit CardCapital One / Chase (TIE)
ServicesTV Service ProviderXfinity
ServicesVirtual Meeting / Video ConferencingZoom
ServicesWeight Loss ProgramWW (Weight Watchers)

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.