Two Kirkland Signature products earn praise from Canadian shoppers

Two of Costco’s Kirkland Signature brand products earned praise from Canadian shoppers according to BrandSpark’s 9th annual Most Trusted Consumer Product Brands for 2022.

The survey included 17,575 Canadians who shared their thoughts on which brands they trust the most and reasons for that trust in 151 categories in which they have recently shopped. A survey of Americans’ trust of CPG brands was also released, but no private brands were awarded. BrandSpark and NewsWeek Magazine recently surveyed consumers on the retailers with the most trusted private label selection, and Walmart, H-E-B, Hy-Vee, Kroger and Publix came out on top.

The two categories where the Kirkland brand earned ‘most trusted’ honors were beef and bathroom tissue. Last September, Costco announced it would limit sales of its toilet paper to combat supply chain issues. The consumer attitudes in Canada towards the two products are a good sign for Costco, as the club retailer has sustained success during the pandemic.

"The BrandSpark Most Trusted Awards seal has been a visual reminder of trust leadership for 9 years," said Robert Levy, president, and CEO of BrandSpark International. "It underscores that the brand is perceived to be delivering highly on drivers of trust, helps build trust with new consumers and as well reminds current consumers when faced with alternative brand choices."