An Annual Survey of Canada's Most Trusted Brands

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Toronto, ONTARIO -- A Reader's Digest Poll conducted by Ipsos-Reid and released today shows the brands Canadians trust the most.

The poll is conducted annually and involved a mail-out survey during the last quarter of 2002. Respondents are given no prompting as to which brand to choose - instead they write the name of their most trusted brand in a category which is provided. In some cases there are clear winners - in fact, if a brand has received a trust score (percentage) more than three times that of the nearest competitor it is designated a "platinum" winner. In other cases there are ties - this due to the statistical nature of the survey with a margin of error + 3.1 percent, 19 times out of 20. If one or more brands fall within this margin of error it is deemed to be a tie. Where more than three brands are deemed to be in a statistical tie due solely to margin of error a winner or winners may be determined by the actual write-in vote count.

This year's most trusted brands by Canadians are:

  • Major Retailer: (tie) Wal-Mart, Sears
  • Large Household Appliance: (tie) Kenmore, Maytag
  • Small Kitchen Appliance: Black & Decker
  • Do-It-Yourself Stores: Home Depot
  • Paint: Benjamin Moore
  • Personal Computer: (tie) IBM, Dell
  • Credit Card: VISA
  • Bank/Trust Company: (tie) TD Canada Trust, RBC Financial Group
  • Food Manufacturer: Kraft
  • Breakfast Cereal: (Platinum) Kellogg's
  • Soup: (Platinum) Campbell's
  • Flour: (Platinum) Robin Hood
  • Margarine: (Platinum) Becel
  • Pet Food: (tie) Iams, Purina
  • Toothpaste: Crest
  • Shampoo: (tie) Head & Shoulders, Pantene, Herbal Essences
  • Paper Towel: Bounty
  • Laundry Detergent: Tide
  • Automatic Dishwasher Detergent: Cascade
  • Dishwashing Liquid: (tie) Palmolive, Sunlight
  • All-Purpose Household Cleaner: Mr. Clean
  • Vitamins: (tie) Jamieson, Centrum
  • Cough/Cold Remedy: (tie) Benylin, Buckley's
  • Stomach Ailment Remedy: Peptol Bismol
  • Headache/Pain Reliever: Tylenol
  • Children's Diapers: Pampers
  • Hair Colouring Product: (tie) Clairol, L'Oreal
  • Hand/Body Lotion: Vaseline
  • Facial Skin Care: Oil of Olay
  • Feminine Hygiene Products: (tie) Always, Tampax
  • Cosmetics: (tie) Avon, Cover Girl
  • Passenger Car Manufacturer: General Motors
  • Pick-up Truck Manufacturer: Ford
  • Mini/Van Manufacturer: (tie) Chrysler, Ford
  • Automobile Tire Manufacturer: (tie) Michelin, Goodyear

These are the findings of an Ipsos-Reid poll conducted on behalf of Reader's Digest Magazine (Canada) Ltd. between September 25th and November 7th, 2002. The poll is based on a randomly selected sample of 1,007 adult Canadians who are members of the Ipsos-Reid Canadian Household Panel. The Ipsos-Reid Canadian Household Panel consists of 70,000 pre-screened households consisting of over 140,000 individuals that are a representative sample of the Canadian population. The survey was self-completed and conducted via mail. With a sample of this size, the results are considered accurate to within 177 3.1 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were statistically weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census data.

To view the release, please open the attached PDF file.

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For more information on this news release, please contact:

John Wright
Senior Vice-President
Ipsos-Reid Public Affairs
(416) 324-2900

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