| Consumer Trust in Brands score | PL share from Nielsen | |
| Brazil | 5.6 | 5 |
| India | 5.4 | 5 |
| China | 5.4 | 1 |
| US | 5.3 | 18 |
| UK | 5 | 41 |
| France | 4.9 | 28 |
| Russia | 4.8 | 6 |
| Italy | 4.8 | 17 |
| Spain | 4.8 | 41 |
| Sweden | 4.7 | 25 |
| Netherlands | 4.7 | 27 |
| Denmark | 4.6 | 25 |
| Germany | 4.5 | 34 |
| Avg | 4.96 | |
| Correlation | -0.64 |
The trust score is an average of responses to these two questions on a 1-7 scale:
Brand X is a brand I trust; Brand X delivers on what it promises.
The PL or Store Brand market shares are from
Some minor points of interest are that the UK and Spain have somewhat higher trust scores given their level of store brand market share. And that Russia has a comparatively lower trust score given its tiny private label share. Perhaps this could be because the top three brands have on average lower market share in Russia than in other countries.
The study also analysed what it called ‘Advertising Intensiveness’ and concluded that higher levels of advertising is correlated with higher brand trust. But the Advertising measure was asked of survey respondents (‘Brand X advertises a lot’), who then give the trust scores – so there may be a response bias issue with that conclusion (i.e. I said I see it advertised a lot, which implies I should trust it; or vice versa).