The 2020 Reader’s Digest Most Trusted Brands in America
How many of these top picks are your go-to brands?
Every editorial product is independently selected, though we may be compensated or receive an affiliate commission if you buy something through our links.
What are the most trusted brands in America? For the sixth year, Reader’s Digest teamed up with research firm Ipsos Connect to find out. This time, we asked more than 3,500 Americans which brands they rely on in 40 categories of household, pet, health and wellness, and travel-related products. Here are the winners.
Note: Prices listed were accurate as of press time; pricing fluctuations may occur.
Household Cleaning Product: Lysol
Lysol products are distributed by the Reckitt Benckiser Group. They run the gamut from liquids to wipes to sprays—all top sellers.
Why Americans Love It: “I’ve used Lysol Spray and trusted it for as long as I can remember.”
Laundry Detergent: Tide
Tide, manufactured by Procter & Gamble, has been helping Americans (and people worldwide) keep their clothes clean since 1946.
Why Americans Love It: “I’ve always had clothes that smell great after using Tide.”
Disinfectant Wipes: Clorox
The Clorox Company is an American company, based in California. They are committed to complete transparency when it comes to what’s in their products, helping to boost that trust factor.
Why Americans Love It: “It offers different size packages to suit my needs. Clorox also offers a variety of fragrances that I like.”
Contact Lens Solution: Bausch & Lomb
The company makes two different formulas for soft lenses, another four for gas permeable contacts, and eye drops for both lens types.
Why Americans Love It: “I have tried other cheaper brands and they have not been as effective as Bausch & Lomb.”
Eye Care: Visine
Called Vispring in some countries including Greece and Spain, their drops remove redness by shrinking blood vessels on the eye.
Why Americans Love It: “My eyes felt instant relief after just one drop.”
Footcare: Dr. Scholl’s
The company now offers custom, 3D-printed inserts made from foot scans users can take themselves with their cellphones.
Why Americans Love It: “Dr. Scholl’s has a wide variety of foot care needs and I can always find what I need to care for my feet.”
Sun Protection: Coppertone
There are no excuses to skip sunscreen, especially now that Coppertone offers one with a built-in shimmer and a lotion designed to help you tan safely.
Why Americans Love It: “Coppertone has been around a long time and works well.”
Lip Care: Burt’s Bees
Burt’s Bees is a personal care products company. A subsidiary company of Clorox, they describe themselves as “Earth friendly” and take pride in creating products without harsh chemicals to nourish your skin as naturally as possible.
Why Americans Love It: “I love Burt’s Bee because it’s natural, and it has a good fragrance.”
Soap and Bodywash: Dove
The company has partnered with the Girl Scouts on their Self Esteem Project, which aims to help young people build body confidence.
Why Americans Love It: “Dove is very moisturizing and great for people with sensitive skin. It lathers very well. It is affordable and can be found everywhere.”
Anti-aging Skincare: Olay
Retinol—commonly known as Vitamin A—is the main ingredient in the latest iteration of the Olay Regenerist moisturizer, one of the company’s top sellers since debuting in 2003.
Why Americans Love It: “I am almost 51, and have been using Olay since I was 16. I literally do not look over 35. I tell everyone to use their products.”
Body Lotion: Aveeno
Aveeno is known for its oat-based skin care, and continues to produce new products with the hero ingredient oat to nourish and soothe skin.
Why Americans Love It: “Aveeno is cleanly made and it works well.”
Sleep Aid: NyQuil
NyQuil is part of the Vicks family of brands, a trusted brand that has been helping people feel better, sleep better, and find relief from the common cold and other ailments since the late 1800s.
Why Americans Love It: “Nyquil helps me feel better, faster.”
Allergy Relief: Claritin
The company also offers a free service called Blue Sky Living that sends members personalized allergy forecasts.
Why Americans Love It: “Claritin is an old, well-known, and reputable brand. I’ve taken this on and off through the years. I know I can depend on this for relief.”
Cold + Flu Remedy: NyQuil
Manufactured by Vicks, maker of vapor rubs, Nyquil Severe with Vicks VapoCOOL is liquid medicine with the added effect of soothing vapors.
Why Americans Love It: “Nyquil and Dayquil are critical to optimal functioning while I’m sick.”
Headache/Pain Reliever: Tylenol
With redesigned packaging, the bottle caps are now easier to open while also generating minimal plastic waste.
Why Americans Love It: “I trust Tylenol. It takes care of my family.”
Cough Remedy: Robitussin
The honey in their Honey Cough and Chest Congestion is certified as ethically sourced. They also offer a sugar-free variety specially formulated for diabetics.
Why Americans Love It: “There is a Robitussin for every kind of cough.”
Heartburn Antiacid: Tums
Some women experience heartburn for the first time during pregnancy. Tums is the #1 OB/GYN recommended brand of antacid.
Why Americans Love It: “Tums is my most trusted heartburn antacid because it does the job right and fast and gets rid of the heart burn for two days.”
National Pharmacy/Drugstore: CVS Pharmacy
Through their “Pharmacists Teach” addiction-prevention program, CVS has provided 300,000 teens with free information about drug abuse.
Why Americans Love It: “CVS always has what I’m looking for and at great prices.”
Nutritional Drink/Meal Replacement: Ensure
Doctors recommend specialized Ensure immunonutrition shakes to help your body prepare for and recover from surgical procedures.
Why Americans Love It: “Ensure kept my mom nourished during her last years. And it tastes great too!”
Because they are made with all-natural, plant-based colors, Centrum Multigummies may appear to darken over time while still being safe to take.
Why Americans Love It: “Centrum has all the necessary things a vitamin is supposed to have and the price point is OK and it’s readily available everywhere. They also have a lot of coupons.”
Herbal Supplements: Nature Made
Virtually all of their vitamins and minerals come in a variety of forms: dissolving tablets, chewable tablets, gummies, and liquid softgels.
Why Americans Love It: “Nature Made is the only company that I buy any vitamins from.”
Blood Glucose Monitor: OneTouch
Since 2018, the OneTouch Reveal mobile app (also available online) can share your blood sugar information directly with your healthcare professional.
Why Americans Love It: “I have always used a OneTouch and have moved up as they improve the product. It is easy to use and carry with me.”
Natural Sweetener: Splenda
When a researcher was asked to “test” Splenda, she misheard the request and tasted it instead. Now the company makes Stevia with no preservatives and only non-GMO ingredients.
Why Americans Love It: “Splenda was the first brand I recall on the market and I can tell little difference in the generic brands used in restaurants.”
Life Insurance: MetLife
MetLife was founded in New York City in the 1860s when it originally had a grand total of six employees. The company prides itself on putting customers first, simplifying the complicated matter of life insurance, and deftly adapting to the ever-changing world.
Why Americans Love It: “MetLife offers several different policies that fit whatever stage of life you are in and they stand behind their products with great customer service.”
Auto Insurance: State Farm
Based in Bloomington, Illinois, State Farm was established all the way back in 1922. It is the number one auto insurer in the United States and has held that title—and the trust of millions of Americans—for nearly eight decades.
Why Americans Love It: “I’ve been with State Farm since I was 16 for my car insurance and they have been a wonderful company for me.”
Home Insurance: State Farm
As the top choice for homeowners insurance in the country, State Farm is known as a reliable and trusted source of coverage for protecting your home and everything in it.
Why Americans Love It: “I trust State Farm for all my insurance needs.”
Retirement/Investment Services: Fidelity
Founded at the turn of the 20th century, Fidelity is headquartered in Boston. Their motto when it comes to managing investments is “take intelligent risks rather than follow the crowd.”
Why Americans Love It: “I have been with Fidelity for close to ten years and they’ve always provided great customer service.”
Pet Insurance: Geico
You’ve probably heard a whole lot about how Geico can save you money on car insurance—but they’re a top performer when it comes to pet insurance, too! GEICO has partnered with Embrace Pet Insurance to protect your dog or cat in case they get sick or injured.
Why Americans Love It: “After a few years they have covered all the vet consults and treatments.”
Credit Card: Visa
This financial services corporation helps people around the world manage their money through electronic transfers. Based in California, it uses credit cards, debit cards, and more to benefit customers in more than 200 different countries and territories.
Why Americans Love It: “Always a pleasant, easy experience using Visa. Widely accepted, good reward offers, and excellent service.”
Wireless Provider: Verizon
Verizon has been a trusted household name in the phone and Internet service game since its creation in 1983. The famous “Can You Hear Me Now? Good” company has transitioned flawlessly to provide high quality wireless Internet to all with wide-reaching coverage maps, fast download speeds, inexpensive family plans, and excellent customer service.
Why Americans Love It: “They have wide coverage. I get service in places where ATT, Verizon, and Sprint don’t get service.”
Southwest Airlines is all about “friendly, reliable, and low-cost air travel.” They keep their fares low, don’t charge customers to check their bags, and work to make everyone’s trip simple and safe.
Why Americans Love It: “Southwest treats their customers fairly and respectfully.”
Cruise Line: Carnival
With an impressive 23 ship fleet, Carnival Cruise Lines has been a favorite among cruise-goers since its founding nearly 50 years ago. Carnival wows with impressive entertainment options, family- and budget-friendly packages, and flexible dining schedules that bring guests back to its party decks over and over again.
Why Americans Love It: “It’s the only cruise I’ve been on—it was all-inclusive, generous, and fun—everybody I was with had a great time, from vastly varied demographics.”
National Hotel Chain: Hilton
Hilton Hotels tout famously low rates, extensive rewards programs, and thoughtful touches and amenities at every turn. With over 4,000 properties in the Hilton family of hotels and resorts, it’s no surprise that this trusted brand has been keeping guests happy and rested for over a hundred years.Why Americans Love It: “Hilton offers a consistent guest experience across all of its properties and makes things right when it gets them wrong.”
Passenger Cars: Toyota
Toyota is a Japanese multinational auto manufacturer that’s produced popular models like the Corolla, Camry, and Highlander—and, as of December 2019, is the tenth-largest company in the world in terms of revenue.
Why Americans Love It: “I have had several Toyota vehicles; they are reliable and last forever.”
Toyota’s SUVs and Crossovers offer ample cargo space, plenty of tech upgrades, and innovative safety features. It’s the perfect family car that suits all needs.
Why Americans Love It: “Toyota has a strong safety record and their cars rarely break down.”
Founded by Henry Ford 117 years ago, Ford has remained committed to evolving mobility with the changing market and consumer demands. Instead of inventing new models, Ford designers build upon old ones in order to enhance the product, keeping the base consistent and reliable.
Why Americans Love It: “I have had my Ford for 15 years and it runs well with a good mileage and it’s easy to maintain. It’s also very roomy for multiple children.”
Pet Food: Purina
Purina has remained a trusted pet food brand for over 90 years because they love pets just as much as you do. Their mission pushes beyond just nutrition, with the goal of raising awareness and building partnerships regarding pet welfare and what animals truly need.
Why Americans Love It: “I like Purina Friskies Party Mix simply because my cats love it. That’s all that matters to me.”
Pet Treats: Milk Bone
Milk Bone is a dog biscuit company based out of Buffalo, New York, founded in 1908. In 2019, Milk Bone received a gold level TRUE Zero Waste Certification.
Why Americans Love It: “I’ve never seen a dog turn down a Milk Bone treat.”
Cat Litter: Tidy Cats
Tidy Cats Litter is a product belonging to trusted brand Purina. Purina boasts sustainably sourced products, community service, and innovation and research towards pet health and happiness.
Why Americans Love It: “Tidy Cats is safe for my cats, keeps my home smelling fresh, and they went beyond the traditional clay litter to create a unique variety of Pure Nature.”
Pet Retailer: PetSmart
PetSmart is your one stop shop for all of your pet needs. They have everything from food to toys, beds to furniture, habitats, and accesories. They also offer servies such as dog grooming, training, and daycare.
Why Americans Love It: “I love shopping at PetSmart, and so do my dogs! It has everything you could want for a pet.”