New OLDER ADULT VOICES primary consumer research by Morning Light Strategy uncovers which brand(s) people aged 50+ truly trust and why.
Our latest insights identify which brand categories rise to the top in terms of brand trust, and which brands lead each category.
Most Trusted Brands: Category Ranking
#1. FOOD
At the category level, a wide variety of Food brands are top-of-mind for Older Adults, including brands such as Kellogg, Sargento, Lay's, Heinz and Kraft. Key drivers of brand trust among Food brands include quality, consistency and personal preference.
"Kellogg. I think their cereals, etc. are top quality."
Female, Age 80
"Sargento. Best tasting."
Male, Age 52
"Kraft. I really like the quality."
Female, Age 60
#2. TECH/ELECTRONICS
Tech/Electronics is the #2 category overall, driven heavily by brand trust in Apple, which was overall the #1 most top-of-mind trusted brand among people aged 50+. Samsung is the second most salient trusted brand within Tech/Electronics.
"Apple. Because they're good and if you have a problem, they fix it."
Male, Age 60
"Apple. I trust them because they provide consistent quality."
Female, Age 65
"Samsung. Good value for the price and reliable."
Female, Age 68
#3. HOUSEHOLD PRODUCTS
Among Household products, cleaning brands and paper product brands tend to be most top of mind, including such brands as Tide, Dawn, Charmin and Clorox. Trusted household product brands are those that are seen to consistently deliver quality and are often brands that have been used for a long time.
"Tide. Because it always gets my clothes clean."
Male, Age 57
"Dawn dish soap - only one I'll use; it's safe and it works!"
Female, Age 65
"Charmin. Always consistent with quality."
Male, Age 52
"Clorox for its disinfecting and innovation with cleaning products."
Female, Age 56
#4. BEAUTY/PERSONAL CARE
Within Beauty & Personal Care, trusted brands range from skin care to feminine hygiene to oral care to shave care, including brands such as Dove, Always, Olay and Crest. Trusted brands are those that are seen to consistently deliver quality and are often brands that have been used for a long time
"Dove because I have been using it for years and people do always remark about my skin."
Female, Age 79
"Always. Consistent good quality."
Female, Age 52
"Oil of Olay. I have been using their products for years. I have never had any issues with any of their products and my skin looks great."
Female, Age 76
"Gillette. Their razors are consistently high quality. I rarely get one that cuts my face when shaving."
Male, Age 62
#5. BEVERAGE
While a few others are mentioned, the #5 ranking for Beverage is driven by Coca Cola and Pepsi brands. In addition to consistent quality, the widespread popularity, brand recognition and longevity in the market influence trust for these brands.
"Coca-Cola. It has longevity."
Male, Age 69
"Pepsi. They have been very consistent with their ingredients and flavors."
Male, Age 55
"Tropicana because of their fresh orange juice not made from concentrate."
Male, Age 70
#6. RETAILERS/STORE BRANDS
This #6 category is driven by a mix of retailers (Costco, Amazon) as well as retailer-owned/private label brands (Kirkland, Whole Foods 365).
"Costco. This is a brand I trust for its generous return policy even without a paper receipt and for offering many health food and snacks at a price lower than other stores."
Male, Age 76
"Kirkland seems durable and they stand behind their products."
Female, Age 79
"Whole Foods 365 because it's organic."
Female, Age 75
#7. APPAREL
Top of mind trusted apparel brands include a mix of accessory brands (Timex), clothing brands (Levi, J Crew) and shoe brands (Skechers, Converse).
"Levi Jeans. They've been around forever for a reason."
Female, Age 56
"Timex watches - it keeps on ticking."
Male, Age 68
"Skechers because I need support when I walk ."
Male, Age 53
#8. AUTOMOTIVE
Toyota brands, including both Toyota and Lexus, are the most top of mind trusted brands within Automotive. Of note is that Toyota brands are also the most top of mind trusted Auto brands among people under the age of 50 too.
"I trust the brand Toyota. I've owned several of their cares, and they are well-made, reliable, have good gas mileage and last for a very long time"
Female, Age 69
"Toyota because they are reliable and a good value."
Male, Age 75
"Lexus. Good quality product that I love."
Female, Age 59
Do you know how Older Adults feel about your brand?
Don't see your category in the top 8? Or, do you see your category...but a competitor brand in the top spot?
That might mean there is work to do to improve your brand positioning among this large, growing, and high-value demographic.
We can help you diagnose your current brand strength among 50+ consumers, and identify the right strategic path forward and opportunities for your brand.
The future is old. Are you ready?
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Research Methodology: Online survey conducted May 15, 2024 among a nationally representative sample of N = 200 US Adults aged 18+, balanced to US Census on gender, age, and race/ethnicity (N = 99 Aged 18-49; N = 101 Aged 50+).
About: Morning Light Strategy is an insights & advisory agency on a mission to help brands and organizations plan and position for the global shift toward an older demographic. We help our clients make the strategic business, marketing and innovation decisions that will accelerate their growth among 50+ consumers and their caregivers. To learn more, visit: www.morninglightstrategy.com
