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Nielsen Ranks 10 Most-Trusted CPG Brands Among Women, Men

NEW YORK — In today's changing U.S. consumer landscape, men and women see different brands as trustworthy, according to Nielsen's 27th annual Harris Poll EquiTrend study, which showcases the top 10 most-trusted consumer packaged goods (CPG) brands.

Both genders place trust in well-established brands with a long history of consistently delivering on their brand promise, concluded the study.

The top 10 most-trusted brands among men are:

1. BAND-AID Adhesive Bandages
​2. Heinz Ketchup
3. Neosporin Antiseptic
4. Reynolds Aluminum Foil
5. Duracell Batteries
6. Ticonderoga Pencils
7. Glenlivet Single Malt Scotch Whiskey
​8. Energizer Batteries
9. Ghirardelli
​10. Scotch Tape

The top 10 most-trusted brands among women are:

1. Ziploc Food Storage Bags
2. BAND-AID Adhesive Bandages
3. Reynolds Aluminum Foil
4. Neosporin Antiseptic
5. Dawn Dish Soap
6. Kleenex Facial Tissues
7. Sharpie Markers
​8. Q-Tips
​9. Clorox Bleach
​10. Tide Laundry Detergent

Women's trusted brands are related to convenience or health in their households, and make their lives easier in some way. The CPG brands women trust most are brands that are key to everyday life that they trust to get the job done right, allowing them to focus on more important aspects of their busy lifestyles.

Men's brand trust is more diversified and includes a variety of health, tech and indulgent items, reflecting a mixture of trusted practicality and reliable pleasures.

Globally, sales of both healthy and indulgent categories grew over a two-year period, but growth in healthy categories (5 percent) outpaced indulgent categories (2 percent), according to Nielsen.

"Brand choice for both men and women is emotional and rational. Advertisers need to understand what is motivating brand choice," stated Mike de Vere, managing director of consumer insights at Nielsen. "They need to capture attention and engage consumers to drive them to take action. Even in a world where loyalty is declining, brands with higher equity do tend to get considered more often, and typically represent a greater share of consumers' purchase requirement. It is more important than ever to understand how strong brand health can help you win consumers' hearts and minds."

Placing near the top of both lists, BAND-AID stands out for being able to compete with many private-label products in its category, showing that in many categories, strong, healthy, high-equity brands are able to command a price premium.

Measuring brand health is critical to sustaining and growing brands, according to the report. As the introduction of new items gives consumers greater product choices, manufacturers must understand the value, benefits and drivers of brand equity. Brand trust is one of many important factors that influence equity, sales and market share, Nielsen said.

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