The 2021 Reader’s Digest Most Trusted Brands in America—Family and Home

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For the seventh year in a row, Reader’s Digest polled 4,000 American adults to find the brands that the country trusts the most. Teaming up with the global market research firm Ipsos, Reader’s Digest took stock of people’s chosen products and companies for 2021 across 20 different Family and Home product categories. That includes everything from the best laundry detergent that perfectly cleans your clothes and the best home security for protecting your most precious belongings to the best cruise line for a great vacation and the best pet food for your furry friends. These 20 brands came out on top in their respective categories—some duking it out in tiebreakers.

These results in the Family and Home categories provide just a glimpse of the full scope of the Trusted Brands’ results for 2021. Here are America’s most trusted brands of 2021 in the Health & Wellness categories. And to get a glimpse of all the winning brands from every year starting in 2015, check out the full list of Reader’s Digest’s Trusted Brands.

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Household Cleaning Product: Lysol

As its tagline says, your home isn’t clean until it’s Lysol clean. Never was that proven truer than during the COVID-19 pandemic.

Why Americans Love It: “Lysol is very effective for cleaning along with helping get rid of the germs.”

Laundry Detergent: Tide

Launched in 1946 as the first heavy-duty laundry detergent, Tide became America’s best-selling detergent by 1949 and has held the title ever since.

Why Americans Love it: “Tide cleans my clothes perfectly every time.”

Disinfectant Wipes: Lysol

The gold standard for household disinfecting, these Lysol wipes kill 99.9 percent of viruses and bacteria—including COVID-19 as well as staph, E. Coli, Salmonella, and Strep, and ward off bacterial growth for 24 hours.

Why Americans Love It: “I trust it to kill germs.”

Stellar Services

Auto Insurance: Geico

The gecko says it best—they’ve been saving people money on homeowner’s and car insurance with their reliable, people-focused plans for over 75 years.

Why Americans Love It: “We have used them for years and they were great when I had a car accident.”

Home Insurance: State Farm

For nearly 100 years, State Farm has protected homes (and the stuff in them) from the unexpected, earning the title of the No. 1 home insurer in the United States since 1964.

Why Americans Love It: “It is very good insurance.”

Retirement/Investment Services: Fidelity

With a reputation for great customer service, Fidelity Investments offers low- and no-fee fund options that are well researched to help customers narrow down their investing choices.

Why Americans Love It: “Easy to access with good investment opportunities.”

Home Security: ADT Services

With over 6 million customers, ADT has been keeping people across the United States safe with the most up-to-date security systems for almost 150 years.

Why Americans Love It: “They have a cheap monthly fee.”

Wireless Provider: Verizon

As America’s most reliable network, Verizon has been a leader in technology, communications, and information services for over 20 years.

Why Americans Love It: “I know what to expect, bills and service are reliable.”

Pet Insurance: Nationwide

Keep your furry, scaley, and feathered family members safe and healthy with medical protection for accidents and illnesses using the best and broadest pet insurance to date.  

Why Americans Love It: “It’s affordable and practical.”

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Airline: Southwest

For more than 55 years, Southwest has been disrupting the airline industry with its passenger-first policies and low prices.  

Why Americans Love It: “Southwest has excellent customer service and a great safety record.” 

Cruise Line: Carnival Cruise Line

With 24 ships sailing in North America, Alaska, Hawaii, the Caribbean, Mexico, Europe, Australia, New Zealand, and the Pacific Islands, Carnival Cruise Lines is known for its festive vibe and globe-trotting itineraries. 

Why Americans Love It: “I have cruised with them multiple times and have only had good experiences.” 

National Hotel Chain: Marriot

Known for its affordability and consistency, Marriott offers travelers a reliable place to stay in literally every state, with 329 hotels and resorts nationwide.

Why Americans Love It: “We have always had a very nice stay there and are always impressed with service and facilities with amenities.”


Home Furnishings Retailer: Ikea

This sleek Swedish brand will help you decorate your home with a wide range of decor items and ready-to-assemble furniture that’s stylish, modern, and incredibly affordable. 

Why Americans Love It: “They have quality products and reasonable prices.” 

Interior Paint: Behr

With their Behr Dynasty line, this venerable paint company now makes the most stain repellent, scuff-resistant, fast-drying one-coat coverage paint you can buy. We’re loving Breezeway, a silvery green shade they’ve named Paint Color of the Year 2022. 

Why Americans Love It: “Their paint has good coverage.” 

SUV/Crossover: Toyota

Maker of the Highlander, Venza, RAV4, and other models, Japanese brand, Toyota, is known for its reliable and affordable vehicles. 

Why Americans Love It: “Toyota is high quality.” 

Passenger Cars: Toyota

This Japanese multinational auto manufacturer, behind models like the Corolla, Camry, and more, was the ninth largest company in the world, in terms of revenue, in 2020. 

Why Americans Love It: “Toyota is known for reliability and quality.”


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Pet Food: Purina

This pet food brand has been around for nearly a century. Its combination of health benefits, budget-friendliness, and great taste for dogs and cats makes it a favorite among pet owners and veterinarians alike. 

Why Americans Love It: “It is consistent in quality, a fair value, and my dogs enjoy it.” 

Pet Treats: Milk Bone

With a large assortment of healthy and delicious treats for dogs, Milk Bone is a company you can trust to deliver only the best for your furry friend. 

Why Americans Love It: I have two dogs.  They all love Milk Bone.” 

Cat Litter: Tidy Cats

Cleaning the litter box is a whole lot easier (and smells so much better) thanks to the ingenuity of Tidy Cats litter. 

Why Americans Love It:  “It works and it’s more affordable than some of the more expensive brands.” 

Pet Retailer: Petsmart

This privately held American chain of pet superstores sells anything and everything your pet needs. 

Why Americans Love It: “The people that work there are so helpful.  It seems like they know everything about what they have to sell.”