The Brand Trust Index

According to the Envero 2014 Brand Trust Index, Cadbury is the UK’s leading FMCG brand on net recommendation (advocates minus detractors).  Almost 60% of UK adults say they are likely to recommend the brand to others. In addition, Cadbury edged ahead of Amazon and Google, the 2012 overall leaders, to become the UK’s most recommended brand in any sector in 2014.

Envero’s Index surveyed over 30,000 consumers covering over 2,500 brands in more than 20 countries. The latest UK survey reaffirms the close relationship between the levels of emotional trust a brand enjoys and the likelihood of consumers to recommend it to others.

Richard Evans, managing partner of Envero, comments, “It’s no surprise Cadbury does so well on recommendation, as it is also one of the most trusted FMCG brands, along with Kellogg’s, Thorntons, Heinz and PG Tips.”

Premium ethical brands, such as Dorset Cereals and Divine Chocolate, generally perform well on the emotional dimensions of brand trust, but perform less well on the functional dimensions of trust and so none made the top ten on trust for FMCG, which is dominated by long-established names. There are some warning signs for these brands – Innocent, Dorset Cereals and Green and Blacks have lost some consumer advocacy since the previous survey in 2012.