How These Top Companies Climbed Newsweek's Most Trusted Brands Ranking

In difficult economic times, U.S. consumers are more intentional about where they spend their money. And they are not just conscious of the price, but the quality and the reputation of the brands they purchase are increasingly important.

Newsweek just released its 2026 ranking of the Most Trusted Brands U.S., in partnership with BrandSpark.

The thirteenth edition of this ranking highlights several well-known brands across 359 categories, from beauty and household products to medications and airlines, based on a national customer survey of over 35,000 U.S. shoppers.

"BrandSpark conducts one of the most rigorous independent studies of brand trust, ensuring rankings that reflect real consumer experience that help Americans make smarter purchase decisions," BrandSpark International President Robert Levy said in a press release.

There were 139 categories added this year, including cereal, granola bar, eyeliner, mascara, cooler, hotel loyalty program and floss.

Some of the categories have consistent year-over-year leaders, like Behr for interior and exterior paint, as well as what BrandSpark calls “runaway trust leaders,” brands with between 85 and 97 percent trust share. Brands with the highest trust share include:

• Disposable lighter: Bic
• Hazelnut spread: Nutella
• Greeting cards: Hallmark
• Oatmeal: Quaker
• Insect repellent: Off!

Household and cleaning brands like Lysol and Tide are also clear category leaders, with six and seven wins each, respectively. Alternatively, beauty is a more competitive category with trust spread among brands like Maybelline, Revlon, CoverGirl and Olay.

Several of the new categories reflect the growing advances in the digital health and technology sectors. Calm is the first brand ranked No. 1 in the new meditation app category. Language learning app (Duolingo), cryptocurrency exchange platform (Coinbase) and digital document signing service (Docusign) are also new categories this year.

"Trust is foundational to everything we do at Calm - people often come to us during some of their most vulnerable moments, when they are exhausted, overwhelmed, anxious, or struggling to cope. That responsibility is something we take very seriously," Vice President of Brand Marketing Blake Beers told Newsweek over email. "Building trust means showing up consistently with support that is credible, thoughtful, and evidence-backed across every touchpoint, whether that's our app, social channels, partnerships, or advertising. When people feel safe and supported engaging with Calm, they are more likely to build lasting habits around caring for their mental health. That long-term relationship is what matters most to us."

The most trusted AI platform was also a new category in 2026. According to BrandSpark, there is a clear generational divide in AI usage. ChatGPT is the clear winner with younger users, whereas the older cohort was more likely to trust Google Gemini, likely because it is already integrated into their Google use.

There are many brands that also debuted on the Most Trusted Brands list for the first time in 2026, while others appear in new categories or have climbed the ranks since last year.

Circle K

The Canadian convenience store chain Circle K has locations in more than 40 states across the U.S. and is new to the Most Trusted Brands List, landing the No. 2 spot in the convenience store category behind 7-Eleven.

To make customers' lives a little easier every day, Circle K focuses on ease, reliability and personal connections between store teams to build trust.

The store chain maintains trust through consistency, reliability and by looking out for customer needs. This includes providing the important products and services customers want and delivering an all-around experience customers can rely on.

"Customer trust is at the heart of our mission," Amy Hendricks, the head of marketing in North America, told Newsweek over email. "It is earned through consistency, which for us means being truly ready for our customers each time they walk through our doors. It also means being fast and friendly because we know that is what our customers need and expect from us. We focus on creating small, positive moments with each visit, knowing even a brief interaction can make someone's day.”

The decentralized business model allows each store to understand what matters most to their specific community and allows stores to "be the best neighbor possible” by engaging in school fundraisers or charitable partnerships, Hendrick said.

Circle K also recently introduced a Meals Deal program to deliver greater value to customers on the go.

"We are also seeing demand for strong value, especially in today's economic environment," Hendricks said. "Our Meal Deals program is a direct response to what customers told us they needed: affordable and craveable options for breakfast and lunch that help them stretch their dollars without sacrificing the ease and convenience they rely on from Circle K."

Purina

This year's Most Trusted Brands ranking expanded its petcare categories to add winners for cat treats, cat and dog food and online pet services. Purina has been included on this ranking in previous years, earning the top spot in cat litter and the second spot for dog treats for the third year in a row in 2026. The company also claimed the No. 1 spots for wet cat food, wet dog food, dry cat food and dry dog food.

The company's core principle is centered around its belief that all cats and dogs should have access to excellent nutrition. Chief Marketing Officer Brent Gleckler told Newsweek over email that the brand strives for consistency and quality in all its products to help pets at every stage of life and at a price point their owners like.

"Building trust with consumers is essential at Purina because it forms the foundation of strong, lasting relationships with pet owners over the lives of their dogs and cats," he said. "Nutrition is the foundation of health for pets and feeding more than 100 million dogs and cats in the U.S. each year is a responsibility that we take seriously. It is why our quality and safety standards are the highest in the industry and why we invest so heavily in the science of pet nutrition, health and behavior."

As the needs of pets and their owners evolve, so does Purina's product line. For example, it developed Purina ONE LiveClear, a dry cat food that reduces the major allergen in cat hair and dander last year. The company paired the new product with a video series of real couples who have struggled with one partner's sensitivities to cat allergens and the other partner's beloved cat.

In a crowded market, Gleckler said Purina has to cut through the clutter with transparency, innovation and listening to customers to gain and keep their trust. But he said Purina's history and depth of knowledge, with nearly 500 pet care experts, from veterinarians and nutritionists to animal behaviorists and immunologists, set them apart from other pet care brands.

"We know that our pet foods are only effective if a dog or cat will eat them, and we very purposefully have a broad portfolio, which includes so many recipes, flavors and food forms, to serve all preferences of even the pickiest pets,” he said. “Our size and ability to manufacture our own pet foods in factories across the U.S. that we own and operate ensure there is consistency in quality and product safety, and the scale of our business helps us offer cost-effective options for every budget. We don’t believe that having a pet and enjoying the bond we share with our pets should be a luxury, and we want to do our part to make pet ownership accessible and affordable for all."

Udi's Gluten Free Bread

Udi's likes to say it's the "O.G.’s of No G," delivering gluten-free bread options for nearly two decades.

Juliette van de Walle is the senior brand manager for gluten-free products at Conagra, which owns Udi's and other food brands like Birds Eye, Marie Callender's, Duncan Hines and Orville Redenbacher's. She said that trust at Udi's carries a greater responsibility than other brands.

"Many of our consumers rely on gluten-free foods for medical reasons, including celiac disease," she told Newsweek via email. "So, delivering products they can confidently trust is critical. At the same time, gluten-free has long been viewed as limiting – associated with fewer options or compromised taste. When consumers trust Udi's, they know they're getting food that's not only safe for their needs, but also genuinely delicious. That trust keeps them loyal to the brand and allows us to expand and innovate in new categories and eating occasions."

Udi's has climbed in the ranking, moving from third place in the gluten-free bread category to being tied for the top spot with Canyon Bakehouse.

As one of the pioneers in the space, one of Udi's greatest challenges is to deliver products that help customers live a gluten-free life without compromising taste or quality. Van de Walle said the brand is an advocate for their customers-building products with them, not just for them.

In the last year, the brand has expanded its frozen meal options with lasagna, ravioli and chicken enchiladas, and renovated its gluten-free pizza.

"Gluten-free baking is inherently challenging, which is why many gluten-free products can start to look and taste similar," van de Walle said. "For Udi's, the challenge-and the opportunity-is pushing past what's easy. We're intentionally challenging ourselves to take gluten-free baking to the next level, focusing on better texture, flavor, and overall eating experience. By continuing to raise our own standards, we're able to stand out and bring more exciting, craveable options to the gluten-free aisle.”

The full list of the 2026 Most Trusted Brands U.S. ranking can be found here.

Newsweek

This story was originally published January 22, 2026 at 10:33 AM.