Consumers are becoming more cautious about their spending, seeking brands that offer quality products at fair prices. Newsweek’s latest ranking of the Most Trusted Brands in the U.S. for 2025, in partnership with BrandSpark, reveals a growing concern over affordability.
The ranking is based on a survey of 29,420 American shoppers who ranked brands across 284 categories, covering industries such as Baby & Kids, Food & Beverage, Household & Pet, Health, Beauty & Personal Care, Retail & Restaurants, and Services. Each category was broken down to reflect specific consumer preferences, such as laundry detergent options like cold water, deep cleaning, and scent—where Tide and Gain took the top spots.
For 2025, 102 new categories were introduced, many addressing consumers’ concerns about high prices, such as affordable baby products, electronics, health items, toys, and home decor. Grocery stores were also evaluated for affordability, with Walmart leading the charge in categories like low-priced grocery stores, health products, and home decor.
“At a time when shoppers are more selective about where they spend their money, trust has never been more important,” said BrandSpark President Robert Levy. “These brands have earned their place in an exclusive group by consistently exceeding consumer expectations.”
Despite their cost concerns, consumers are still willing to pay a premium for trusted brands. According to BrandSpark, shoppers said they would pay 15% more for their most trusted brands. Additionally, 68% expressed intent to “definitely purchase in the future” from the brands they trust most.