Kohler is America’s Most Trusted Toilet Brand

How was this study performed?

The Lifestory Research 2021 America’s Most Trusted® Toilet Brand study examines trust among consumers actively shopping for a toilet. The 2021 ranking is based on 4,370 people surveyed between January and December 2020 in the United States. Brands included in the final ranking were nationally recognized by people who were actively shopping for a toilet. The trust score is calculated based on how thousands of people judge the merits of more than 500 brands and product segments.

Brands included in the calculations needed to receive enough survey responses to achieve a 95% confidence level with no more than a 2% margin of error at a national level.  Brands were excluded in the rankings if it had a low brand awareness to meet inclusion criteria. This approach provides insight into how brands are seen within the product category and across industries. Details of the research program can be found on the survey methodology page and the Lifestory Research 2021 America’s Most Trusted® Toilet Brand Study national press release on the Lifestory Research website.  

The Lifestory Research 2021 America’s Most Trusted® Toilet Brand Study explores shopper perceptions of toilet brands and examines how each shopping event and brand encounter impacts customers’ overall value perceptions. The study investigates the questions asked when people are shopping for a toilet. The study addresses toilet shopper reviews and summarizes net promoter, quality reviews, purchase intent, and a variety of other metrics.

The toilet brands most recognized in the study were Kohler, Toto, Duravit, Mansfield, American Standard, Delta, and Sterling. Brand awareness was used to determine if a toilet brand was included in the national trust ranking. Kohler received the highest Net Trust Quotient score and earned the #1 ranking of most trusted toilet brands. Kohler has won the most trusted toilet ranking in the two years in which this product category has been part of the Lifestory Research America’s Most Trusted® study.

Lifestory Research America's Most Trusted® Study results are based on survey participants responses and should not be considered legal or financial advice. Your experiences may vary. For details, see our Terms of Use and Legal Notices on the Lifestory Research website. No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research.