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Reader's Digest: CVS Health, Walmart top the list of most-trusted retailers


NEW YORK — Leave it to the experts on matters of health, but on all other matters trust your spouse. That was the result of Reader's Digest second annual Trusted Brand Survey, which identified CVS Health as America's most-trusted drug store, Walmart as America's most-trusted mass merchandiser and Pharmavite's Nature Made brand as America's most-trusted nutritional supplement.

“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,” stated Kirsten Marchioli, VP and group publisher for Reader’s Digest. “We’re thrilled to announce the winners of our second annual Trusted Brand survey, which consists of brands and companies that have earned the respect and trust of consumers nationwide.”

The survey found that trust continues to be a very important factor in consumer decision making, with 78% of this year’s survey participants stating they would choose a brand that’s been identified as more trustworthy than a different brand with equal quality and price.

In addition, the study reported 67% of U.S. adults surveyed pay more attention to trusted brands, and another 67% say they pay more money to support trusted brands. Furthermore, half of respondents (50%) said the Reader’s Digest Most Trusted Brands seal would increase their likelihood of trusting that product or service.

This year’s survey also evaluated the people that Americans trust. Perhaps not surprisingly, respondents resoundingly reported that their spouse or partner is the most trusted resource across all categories except for health, where professionals and experts were the top resource.

In addition to the aforementioned, Reader's Digest's "Most Trusted Brands" in the CPG space for 2016 are:

  • Allergy relief: Benadryl;

  • Body lotion/moisturizer (excluding facial creams): Aveeno;

  • Cold & flu remedies: NyQuil;

  • Eye care product/eye health (excluding services, lenses and frames): Visine;

  • Facial moisturizer/cream: Olay;

  • Hair color: L’Oreal;

  • Headache/pain reliever: Advil;

  • Mouthwash: Listerine;

  • Nutrition bars: CLIF

The full list of Reader’s Digest Most Trusted Brands can be found in the publication’s October issue, which hit newsstands on Sept. 20.

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