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What brands do men and women trust most?

Nielsen EquiTrend study finds both sexes share similar tastes in brands

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Men may be from Mars and women from Venus, but both sexes have similar tastes when it comes to the most trusted Canadian brands, finds a study by Nielsen.

The EquiTrend study found both sexes share seven of the same brands in the top 10 of most trusted CPG brands in Canada: Robin Hood Flour, Polysporin, Tylenol Pain Reliever, Heinz Ketchup, Lindt Lindor Chocolate, Arm and Hammer Baking Soda and Kraft Peanut Butter.

Ferrero Rocher Chocolate, Bounty Paper Towel, Oral-B Toothbrush and Advil Pain Reliever (which tied with Tylenol) rounded out the men’s top 10 list of most trusted Canadian brands, while Lindt Excellence Chocolate, Philadelphia Cream Cheese and Quebon Milk rounded out the women’s top 10 list.

The study was conducted to help clients understand the health of their brands and those of their competitors, says Georgia Zhuang, senior vice-president, CINA Decima, Nielsen.

“The brands that appear on both lists are not gender specific so seeing the crossover between male and female consumers is not surprising,” Zhuang says.

Nielsen notes that the brands in the study have earned consumers’ trust, are well-established and have a long history of consistently delivering on their brand promise.

The study was based on a sample of 19, 944 Canadian consumers (47% male, 53% female) from Nielsen’s national consumer panel, who were surveyed online from Dec. 23, 2015 to Jan. 20, 2016. Data were weighted to be representative of Canadian adult consumers.

The study is the first of a three-part study. The other two parts, to be released in June and July, will cover most recommended brand by region and brands “on the way up”—brands that are making positive brand equity gains among consumers.

While 777 brands across 150 CPG categories were rated, each respondent was asked to rate only 40 randomly selected brands, with each brand receiving approximately 1,000 ratings.

In addition, an internal article by Nielsen about the study notes that men are taking an increased role in shopping responsibilities. While women are the primary shoppers in 60% of households, men are now the primary shoppers in 24% and shopping responsibilities are shared in the other 16% of households.

The article also notes that men shop more than their female counterparts (161 trips per year vs. 152) but spend less than women (average basket size of $32.41 vs. $37.72.).  Men are also far less likely to use coupons or prepare shopping lists than women.

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