HealthPopuli.com – Read More
Shades of the year 2020; it’s déjà vu all over again when it comes to consumers’ most trusted brands in 2025 featured in Morning Consult’s Most Reputable Brands report.
Here’s the list of the top 25 most trusted brands across all consumer touch-points and industries for all adults, ages 18 and older.
A quick calculation reveals that consumers most trust brands covering,
- Home keeping and hygiene – Dawn, Clorox, Lysol, Mr. Clean, Home Depot
- Self- and personal care – Dove, Oral-B, Kleenex, Colgate
- Health – BAND-AID, Tylenol
- Packages and shipping/ecommerce: UPS, Amazon, United States Postal Service, FedEx.
Oh, and chocolate: namely, Hershey’s and M&M’s.
Together, these favorite brands address the very base of our hierarchies of needs – for security, safety, home, comforts (yes, chocolate happens here, too). This feels a lot like brand-love in the Age of COVID-19.
Morning Consult dove into specific consumer verticals – including health and personal care:
For health,
- Medicines = Tylenol
- Health = CVS Health
- Pharmaceuticals = Bayer
- Health services = Minute Clinic at CVS
- Health insurance = Blue Cross Blue Shields.
Personal care,
- Personal care = Dove
- Dental care = Oral-B
- Skin care = Vaseline
- Lip care = ChapStick
- Beauty = Bath & Body Works
- Cosmetics = CeraVe
- Hair care = Head & Shoulders
- Gyms = Planet Fitness
- Hair = Great Clips
- Fitness = NordicTrack
There are generational differences for brand trust — imagine younger people with trust-equity for social media brands (like TikTok and YouTube) whereas older consumers trust legacy brands with which people have had decades’ worth of mass media exposure. Check out Adweek’s explanation of why Millennials Gen Z consumers trust brands that Boomers and Gen X just don’t. 
Health Populi’s Hot Points: We have more evidence of U.S. consumers’ leaning into the health and sustainability from the latest dunnhumby Consumer Trends Tracker, with data from April 2025.
This chart pulls out the data showing us that U.S. consumers are leaning into health and sustainability needs between December 2024 and April 2025. Note that two-thirds of all consumers said it was important to source products to suit their diet. Furthermore, nearly one-half of people say it’s important for a food or other retailer to help them make healthy choices.
dunnhumby also found a rise in consumers interested in supporting local farms and businesses, with a rise in behaviors around products with variety to support health and sustainability goals. The taste for going local is also bound up in trust — where the 2025 Edelman Trust Barometer reinforced that peoples’ trust is built through local connections vs. national touchpoints at a distance.
Of concern as we consider the current health and nutrition policy environment with potential cuts to SNAP benefits as well as changes at the USDA and CDC: one in 4 U.S. households, and over one-third of consumers between 18 and 34 years of age, have skipped meals due to cost in the last year.
While we’ve noted for some time the rise of food-as-medicine, looking above to the Maslow Hierarchy pyramid, food is not just for medicine: it’s for physiological needs. Stay tuned to food-health policy developments in real-time and support your local farmers and food purveyors when you can. The Zero Kilometer food style/movement is worth your looking into.
The post Consumers’ Favorite Brands for 2025 Look a Lot Like Pandemic Times: All About Hygiene, Safety, Personal Care, and Packages appeared first on HealthPopuli.com.
