Grocery retailers emerge as most trusted brands during COVID-19 crisis

Grocery retailers dot the list of Canadians’ most trusted brands during the COVID-19 pandemic, according to a new study from Field Agent Canada.

The findings are based on a survey of 604 Canadians, part of Field Agent Canada’s ongoing research that has included everything from how their coffee habits have changed, to their use of flyers to concerns around the availability of fresh meat.

In April, Field Agent asked Canadians to list the three Canadian brands that have gained their trust since the beginning of the COVID crisis. Brands were ranked according to the number of responses they received, with Reckitt Benckiser’s cleaning brand Lysol topping the list with 139 mentions (cited by 11.3% of all respondents).

Costco topped all grocery/retailer brands with 99 mentions, ranking ahead of Walmart (66 mentions), The Great Canadian Superstore (54), Loblaws (51), Sobeys (34) and Shoppers Drug Mart (28).

Grocery retailers have emerged as a “lifeline” for consumers during the self-isolation period, so it’s not surprising to see them dominate the list, says Field Agent Canada general manager Jeff Doucette.

“Some retailers are doing a really good job communicating with Canadians, and that’s probably paying dividends in terms of trust,” he says. “It looks like their hard efforts to keep the food supply chain safe and plentiful is gaining favour with the population.”

Two private label brands, Loblaw’s President’s Choice and Costco’s Kirkland Signature have also garnered consumer approval with 41 and 26 mentions, respectively. The top rankings also included quick-service restaurant chains McDonald’s (70 mentions) and Tim Hortons (55), while Clorox rounded out the top vote-getters with 34 mentions.