Cheerios Tops the Food and Beverage Category in Morning Consult’s Most Trusted Brands 2022

Build trust symbol. Concept words Build trust on wooden blocks on a beautiful yellow table yellow background. Business and build trust concept, copy space.

Cheerios is the most trusted food and beverage brand in the U.S., especially among healthy eaters, according to Morning Consult’s Most Trusted Brands 2022 report. M&M’s, Ritz, Campbell’s, and Heinz round out the top five.

Supplier Catalog - Software - Alithya

The report reveals that trust in food and beverage companies is high, but should not be taken for granted. More than 7 in 10 (72%) of U.S. adults said they trust the food and beverage industry, which is the highest of all industries Morning Consult assessed. High-income consumers are even more likely (82%) than lower-income consumers (69%) to trust the industry.

However, although trust is high for the industry as a whole, consumers are willing to change their purchase behaviors when a particular brand loses their trust. Over one-third (34%) of consumers said they would switch brands (the highest of any industry), and 25% said they would never use that brand again (second highest industry).

soyleic native ad

The top three reasons for losing trust in a brand were:

  • Bad customer service experience
  • Product quality went down
  • Stood for a cause you disagreed with

The first two reasons were relatively consistent across generations, but the third showed a striking pattern – 33% of Baby boomers said they would lose trust if a brand stood for a cause they disagree with, compared to only 15% of Millennials and 17% of Gen Xers.

 

Download the full report for more information about trust, the factors that increase/decrease it, and how it impacts purchase decisions.