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President's Choice and Save-On-Foods among brands Canadians trust most

Canadians more likely to trust homegrown brands

President’s Choice and Shoppers Drug Mart are earning trust from their customers, but Canadians are still the most loyal to their Tim Hortons coffee fix.

The Peter B. Gustavson School of Business at the University of Victoria has launched its first national analysis of what corporate and products brands are most trusted by Canadians. A sample of 3,125 Canadians ranked 249 corporate and product brands in 22 industries. Brands were judged based on value, quality, social equity, brand energy and brand trust.

As it turns out, Canadians are more apt to trust homegrown brands.

Tim Hortons, President’s Choice and Shoppers Drug Mart topped the list, followed by Google and Canadian Tire. Food manufacturers Kraft Foods, Campbell Soup Company and Heinz also broke the top ten most-trusted brands.

When it came to a breakdown of different industries, Walmart was the most trusted supermarket overall. B.C.-based Save-On-Foods, however, beat out Walmart  in the Pacific region ranking due to its high quality offerings.

Similarly, Quebeckers ranked drugstore chain Jean Coutu higher than Shoppers Drug Mart.

President’s Choice was not only the second most trusted brand in Canada, it also won stronger scores for trust against international packaged goods brands like Kraft, Nestle, General Mills and Heinz.

Newer brands such Green Works cleaning products, organic food manufacturer Happy Planet and health food manufacturer Earth's Own also ranked well due to their environmental responsibility.


Atlantic: President's Choice and Kraft Foods
Ontario: Tim Hortons and President's Choice
Quebec: Tim Hortons and Jean Coutu
Prairies: Shoppers Drug Mart and Campbell Soup Company
Pacific: Tim Hortons and Costco


Confectionery/snack foods: Cadbury
Consumer packaged goods: President's Choice
Dairy: Natrel
Natural/health: Jamieson
Pharmacy: Shoppers Drug Mart
Soft Drinks/Juices/Waters: Coca-Cola
Supermarkets: Walmart

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