Retailers Among Most Trusted in Axios Harris Poll

Several of the nation’s top retailers and sellers of private brand products earned the ranking of Excellent or Very Good in the annual Axios Harris Poll 100 of America’s most visible and trusted companies.

Costco (#2), Trader Joe’s (#4), and Amazon.com (#8) each received Excellent rankings from consumers. They join eight other companies including Patagonia, John Deere, and Toyota that were rated Excellent. 

Eight retailers were ranked as Very Good. They include The Home Depot (#25), Kroger (#27), Aldi (#33), Best Buy (#36), Nordstrom (#41), Lowe’s (#43), Kohl’s (#45), and Target (#53).

Two top-ranked retailers – Trader Joe’s and Aldi – continue to gain the trust of shoppers at a time when a growing number of consumers are turning to private brand products in an effort to offset higher prices. The assortments at both retailers are predominantly focused on private brand products that are sold under each retailer’s unique in-house brands.

Others, most notably Kroger and Target, have over the past year discussed their respective efforts to expand private brand assortments. Each has reported continued growth of their store brands as consumers seek items that offer quality equal to that of national brand products, but at a better value.