2025 Brand Trends: Hygiene, Safety & Personal Care
- Consumers in 2025 are placing their trust in brands that provide a sense of security and cater to basic needs, according to Morning Consult's Most Reputable Brands report.
- The most trusted brands include dawn, Clorox, Lysol, Mr.
- Morning Consult also examined specific consumer verticals.
In 2025, teh most trusted brands are those focusing on hygiene, safety, and personal care; a shift reflecting consumer priorities. The report from News Directory 3 reveals that essential categories like home care, dental care, and skin care are seeing increased consumer trust. legacy brands are battling for relevance against social media ones, creating generational differences in brand loyalty. Though, health and sustainability are primary drivers in purchasing decisions. As consumers prioritize products aligned with their values,retailers and brands must respond to stay relevant. Discover what’s next in the evolving brand landscape by reading further and understanding the factors reshaping the trust economy.
Trusted Brands Reflect Focus on Essentials in 2025
Updated June 20, 2025
Consumers in 2025 are placing their trust in brands that provide a sense of security and cater to basic needs, according to Morning Consult’s Most Reputable Brands report. The top 25 brands reflect a focus on home keeping, hygiene, self-care, and health.
The most trusted brands include dawn, Clorox, Lysol, Mr. Clean, and Home Depot for home and hygiene. For self and personal care,Dove,Oral-B,Kleenex,and Colgate lead the way. In the health sector, BAND-AID and Tylenol are highly regarded. UPS, Amazon, United States Postal Service, and FedEx dominate the packages and shipping/e-commerce categories. Even Hershey’s and M&M’s made the list, highlighting the importance of comfort.
Morning Consult also examined specific consumer verticals. In health, Tylenol leads in medicines, CVS Health in health, Bayer in pharmaceuticals, Minute Clinic at CVS in health services, and Blue Cross Blue Shield in health insurance. For personal care,Dove is favored,along with Oral-B (dental care),Vaseline (skin care),ChapStick (lip care),Bath & Body Works (beauty),CeraVe (cosmetics),Head & Shoulders (hair care),Planet Fitness (gyms),Great Clips (hair),and NordicTrack (fitness).
Generational differences play a significant role in brand trust. Younger consumers frequently enough show more trust in social media brands like TikTok and YouTube, while older generations favor legacy brands with long-standing reputations, according to Adweek.
Recent data from dunnhumby’s Consumer Trends Tracker indicates a growing emphasis on health and sustainability among U.S. consumers. Approximately two-thirds of consumers prioritize sourcing products that align with their dietary needs. Nearly half believe retailers should assist them in making healthy choices.
However, dunnhumby also found that many consumers are interested in supporting local farms and businesses, seeking products that promote both health and sustainability. The Edelman Trust Barometer 2025 suggests that trust is increasingly built through local connections rather than national entities.
A concerning trend is that one in four U.S. households, particularly those aged 18 to 34, have skipped meals in the past year due to financial constraints. This highlights the critical role of food in meeting basic physiological needs.
What’s next
Stakeholders should monitor food-health policy developments and support local farmers to address food insecurity and promote healthier lifestyles.