Brand Trust Research
Brand Trust Statistics 2026
BrandSpark International has measured brand trust for 12 years across Canada, the USA and the UK, through the BrandSpark Most Trusted Awards study. Trusted brands command a price premium of up to 30%, and trust drives a 50% lift in repurchase.
Updated
What Brand Trust Is Worth
Up to 30%
Trusted brands command a price premium of up to 30% over untrusted competitors.
+50%
Trust drives a 50% lift in repurchase.
68%
Brands held with Resilient Trust achieve 68% future purchase intent, compared with 17% for brands with merely equal trust.
15%
Consumers are willing to pay a premium of 15% on average for brands they hold with Resilient Trust, compared with 9% for brands with merely equal trust.
71%
71% of consumers will try new products from the brand they trust most.
22%
22% of trusted brands have all four tiers of the Hierarchy of Trust™ working. The other 78% have a specific gap to close.
91%
91% of consumers say value for money matters when they choose a brand, 89% say quality matters and 88% say trust matters.
Source: BrandSpark Most Trusted Awards study, an annual 18-minute online survey of consumers in Canada, the USA and the UK, 12 years of data to 2026. The Canadian study surveys 15,000+ consumers each year.
The Study Behind the Numbers
- Years of measurement
- 12 years, annual
- Countries
- Canada, the USA and the UK
- Categories measured in 2026
- 888 (363 Canada, 359 USA, 166 UK)
- Canadian sample
- 15,000+ consumers each year (32,000+ in expanded years)
- Brand-category combinations profiled
- 4,000+
- Open-end trust reasons
- 100,000+ per year
- Survey
- 18-minute online survey; trust is measured unaided
Respondents are screened for each category and name, unaided, the brand they trust most, then explain why in their own words. Brands do not apply or pay to be measured. Read how brand trust is measured and how the Hierarchy of Trust™ works. Winners are published with Newsweek for the USA and the UK, and at brandsparkmosttrusted.com for Canada.
How to Cite These Statistics
The statistics on this page may be quoted with a credit and a link to this page.
BrandSpark International, BrandSpark Most Trusted Awards study, 2026. https://brandspark.com/brand-trust/statistics
Brand Trust Statistics: Frequently Asked Questions
How much more will consumers pay for a brand they trust?
BrandSpark trust research shows trusted brands command a price premium of up to 30%. Consumers are willing to pay a premium of 15% on average for brands they hold with Resilient Trust, compared with 9% for brands with merely equal trust.
Does brand trust increase repeat purchase?
Yes. BrandSpark trust research shows trust drives a 50% lift in repurchase, and brands held with Resilient Trust achieve 68% future purchase intent, compared with 17% for brands with merely equal trust.
Will consumers try a new product from a brand they trust?
71% of consumers will try new products from the brand they trust most, according to BrandSpark trust research.
How important is trust compared with price and quality?
91% of consumers say value for money matters, 89% say quality matters and 88% say trust matters. BrandSpark research finds trust is produced by value and quality first.
Where do these brand trust statistics come from?
They come from the BrandSpark Most Trusted Awards study, an annual 18-minute online survey of consumers in Canada, the USA and the UK that BrandSpark International has run for 12 years. In 2026 the study covered 888 categories.
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