WHAT IS AMERICA’S MOST TRUSTED TOILET BRAND?
2023 Best Toilet
On the surface, it may seem that purchasing a new toilet is a straightforward decision. But research shows that how people make a toilet purchase decision is a bit more complicated. Toilet design provides many choices from types of toilets (one-piece and two-piece), flushing technology (touch and no touch), toilet design (height, color, size), and many others. As people seek to make a purchase decision, many will begin with design elements but then quickly use the brand name of the toilet to make decisions. That is, the brand name of the toilet becomes a beacon in the shopping process that clears out unknown or lesser favored brands. Because the brand name is important to shoppers, it is important to know what is the toilet brand that is most trusted.
2023 America’s Most Trusted Study
Founded more than a decade ago, Lifestory Research's America's Most Trusted® study examines how customers make decisions based on trust. This research aims to provide consumer-driven data insights by employing social and opinion science research practices that adhere to the highest standards.
Our annual studies involve over 50 surveys in which we assess thousands of people about their perceptions and experiences with different brands. Once a year, we reveal which brands consumers trust the most. How brands and companies differentiate themselves from their competitors and peers is by their level of trust. As a result of customer trust, profits, loyalty, positive word-of-mouth, and customer satisfaction all rise, costs decline, and customer satisfaction soars.
A ranking is based on a Net Trust Index Quotient Score based on three levels of consumer trust: Trust Advocates, Trust Neutrals, and Trust Antagonists. A brand with a high Net Trust Index Quotient Score is considered the most trusted among consumers, whereas a brand with a low Net Trust Index Quotient Score is the least trusted. See the survey methodology and frequently asked questions for details.
What are the top toilet brands people trust the most?
2023 America’s Most Trusted Toilet
The Lifestory Research 2023 America’s Most Trusted® Toilet Study found Kohler as the most trusted brand among people considering the purchase of a toilet. With a Net Trust Quotient Score of 122.4, Kohler had the highest trust rating among the most prevalent toilet brands.
The most trusted toilet brands, in order, were Kohler, American Standard, Delta, Toto, and Sterling. Kohler received the best reviews and trust ratings among the most popular toilet brands as judged by consumers.
The Lifestory Research 2023 America’s Most Trusted® Toilet ranking is based on 2,778 opinions of people surveyed between January and December in the United States. Brands included in the final ranking were nationally recognized by people actively shopping for a toilet. Trust reflects how people rank the quality of toilets. Trust is also critical in customer satisfaction ratings of toilets.
If a toilet brand had a low brand awareness and did not have enough brand judgments, these brands were excluded from the rankings. For brands to qualify and be included in the national ratings, the number of survey responses needed to exceed a 95% confidence level with a margin of error less than 3%.
Here we share the list of top toilet brands ranked in the 2023 America’s Most Trusted® study.
TOP 5 Ranked Toilet Brands – 2023 Study Ratings
| 1 | Kohler | 122.4 | ★★★★★ |
| 2 | American Standard | 115.7 | ☆☆☆ |
| 3 | Delta | 112.9 | ☆☆☆ |
| 4 | Toto | 104.5 | ☆☆ |
| 5 | Sterling | 99.2 | ☆☆ |
No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research
Results for prior years of the America’s Most Trusted® study can be found here.
Lifestory Research America's Most Trusted® Study results are based on survey 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.
America's Most Trusted® is a registered trademark of Lifestory with all rights reserved.
We base our independent and unbiased ratings, reviews, and awards on detailed survey feedback based on the opinions of the people surveyed and the trust ratings they provide. Lifestory Research ratings are based on real people’s opinions and rigorous social scientific survey standards, including sample sizes that seek to represent the opinions of the group of people being surveyed. The ratings are not based on the personal opinions, tests, or experiences of Lifestory Research. The results of the studies are not derived from third-party reviews and ratings, editorial committees, or industry professionals.
Details of this annual research study are on the survey methodology page.
Additional insights and questions are answered in our press releases or the frequently asked questions.
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