The oat-based cereal Cheerios from General Mills Inc has outranked the likes of the very much popular Kellogg’s, Oreos and Campbell’s as the most trusted brands in the U.S. According to Morning Consult’s report, Cheerios is the No. 1 for the second consecutive year. The ranking was based on responses from more than 8,000 adults across the United States.
The research firm highlights trust as one of the 10 most relevant measures of a company’s overall success. Morning Consult defines trust as a deep and intangible belief in the perceived virtue of a person, business or organization. It says consumer trust correlates with a product’s perceived value. The firm said amid a year defined by inflation, it’s no surprise that Americans are placing their trust in the hands of brands that simplify their everyday lives.
Cheerios’ net trust score was 53.42, wherein 56 percent of Gen Zers and 63 percent of all adults trust the brand. Kellogg’s came in second at 51.90 percent, Campbe;;’s third at 51.63 percent, and Oreo at 50.34, followed by M&M’s at 49.42 percent. Morning Consult said brands in the food and beverage category have numerous touchpoints to deliver on expectations and earn consumers’ trust. It noted that F&B brands, as of March 2023, score the second-highest average net trust among industries worldwide. But the value varies.
The research acknowledged that young consumers can get to know brands more intimately because of the internet and social media. This can make consumers more skeptical of marketing efforts, which may come across as more on display today than the one-to-many traditional communication channels of the past.
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