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NEW YORK — CVS Pharmacy and Walmart are two of the nation’s most-trusted brands, according to a Reader’s Digest poll.
The publisher’s second annual Trusted Brands Survey, in which Ipsos Connect conducted online interviews with more than 5,000 U.S. adults, named CVS as the most trusted national pharmacy/drug store and Walmart as the most trusted mass merchandiser retail store.
The 2016 Reader’s Digest Trusted Brands Survey covered product and service brands across the consumer marketplace. In health care, brands voted as most trusted were Benadryl (allergy relief), NyQuil (cold/flu remedies), Visine (eye care), Advil (headache/pain reliever), Nature Made (herbal supplements/vitamins) and Listerine (mouthwash).
Most-trusted brands in beauty and personal care included Aveeno (body lotion/moisturizer), Olay (facial moisturizer/cream), L’Oreal (hair color) and Dove (soap/body wash).
Dasani (bottled water), Folgers (coffee), Kellogg’s (cold cereal), Tropicana (juice), Clif (nutrition bars), Campbell (soup) and Yoplait (yogurt) were among the most-trusted brands in consumables.
Overall, the “Reader’s Digest Most Trusted Brand” title went to winners in 40 product categories, including travel, food and beverages, automotive, beauty and health care, retail and customer service, financial services, household items and consumer electronics, among others.
Reader’s Digest said 78% of those surveyed said they would choose a brand identified as more trustworthy than another brand with equal quality and price. The study found that 67% of adults pay more attention to trusted brands, and another 67% indicated that they pay more money to support trusted brands.
Also, half of respondents said the Reader’s Digest Most Trusted Brands seal would raise their likelihood of trusting that product or service.
“Trust is an integral part of the Reader’s Digest DNA, and we wanted to continue to capture Americans’ changing attitudes on brand trust, recognizing the most trusted brands in a variety of categories that matter to consumers,” Kirsten Marchioli, vice president and group publisher for Reader’s Digest, said in a statement.
