A new study from Nielson and EquiTrend found that in Canada, both sexes have very similar ideas about which brands are the most trustworthy. In fact, when asked to name the most trusted CPG brands in Canada, men and women alike named seven of the same brands in their top 10:
- Robin Hood Flour
- Tylenol Pain Reliever
- Heinz Ketchup
- Lindt Lindor Chocolate
- Arm and Hammer Baking Soda
- Kraft Peanut Butter
However, men and women differed in the following choices:
Men rounded out their top 10 most trusted brands with Ferroro Rocher Chocolate, Bounty Paper Towel, Oral-B Toothbrushes, and Advil Pain Reliever (tied with Tylenol).
Women chose Lindt Excellence Chocolate, Philadelphia Cream Cheese, and Quebon Milk to complete their top 10.
This study was based on surveys of 19,944 Canadian adults who were asked to rate 40 randomly selected brands out of a total of 777 brands in 150 CPG categories. Canadians who responded to the survey reported consistently higher levels of trust for brands that are well-established and have a long history in the country.
Another interesting finding:
The survey revealed that Canadian men are playing a growing role in shopping responsibilities. Women are still the primary shoppers in 60% of Canadian households, but men are the primary shoppers in 24% and 16% of Canadian households share shopping responsibilities equally.
And it turns out that men are actually taking more shopping trips than women (161 per year vs. 152), but women spend more money per trip than men. Men are also less likely to use coupons and shopping lists.
What’s the implication of this study?
Canadian shopping habits are changing, and the ways that advertisers engage with consumers need to change accordingly. You need a Canadian marketing roadmap to build real, long-term brand trust.