RANKED: 2024 AMERICA’S MOST TRUSTED TOILET BRAND
What are the Best Toilet Brands?
While purchasing a new toilet may initially appear straightforward, research reveals that the decision-making process is more nuanced. Toilet selection offers many choices, encompassing various aspects of design, such as toilet type (one-piece or two-piece), flushing technology (touchless or traditional), and design elements like height, color, and size. As individuals embark on choosing the right toilet, they often begin by exploring design preferences. However, it's noteworthy that the brand name of the toilet swiftly emerges as a guiding beacon in the shopping process, effectively narrowing down options and simplifying the decision-making process. The brand name's prominence underscores its importance to consumers, making it imperative to identify the most trusted toilet brand for those seeking a reliable and satisfactory purchase.
The 2024 America’s Most Trusted Study
The America's Most Trusted® study has helped brands understand how trust impacts consumer behavior in its decade-plus existence. The most successful brands understand how consumer trust influences the outcome of their business. The study has become the benchmark for measuring brand trust, and its updated results are released every January.
Trust building is necessary to ensure customers' return or repeat purchase of toilets. A brand's reputation is determined by customers' confidence in the company's ability to deliver its promises. Consumers who trust a toilet brand have a greater propensity to purchase and recommend it to others. Brand trust also contributes to customer loyalty, as they are more likely to remain loyal to the toilet brand they trust.
Throughout the study's history, Lifestory Research has shared the most recent results in January of the year. As part of this research program, Lifestory Research conducts over 75 product studies each year, surveying thousands of people about their perceptions and experiences with different brands. In this study, Net Trust Quotient Scores assess how much people trust specific brands while purchasing certain products.
The Lifestory Research toilet brand ratings, reviews, and awards are based on detailed survey feedback based on the opinions and trust ratings of those surveyed in the toilet brand study.
Net Trust Quotient Scores (NTQS) are used to determine whether a product meets customer expectations compared to competing brands within a specific product category by assessing the level of trust customers hold for a particular brand within a particular product category. With this trust metric, consumer-driven insights are provided using social and opinion science research practices that adhere to the highest standards of consumer research.
What are the top toilet brands people trust the most?
2024 America’s Most Trusted Toilet
The Lifestory Research 2024 America’s Most Trusted® Toilet Study found Kohler to be the most trusted brand among people considering the purchase of a toilet. This is the fifth-year people rated Kohler as the most trusted toilet brand. Brands that sustain year-over-year trust reflect the brand's trust in their customers.
The Lifestory Research 2024 America’s Most Trusted® Toilet ranking is based on 4,207 opinions of people surveyed in the United States over the last 12 months.
With a Net Trust Quotient Score of 121.3, Kohler had the highest trust rating among the most prevalent toilet brands. The most trusted toilet brands were Kohler, American Standard, Delta, Toto, and Sterling.
For a brand to make it into our rankings, it must be recognizable and have sufficient consumer feedback. This guarantees that our results are based on well-informed opinions. We apply stringent statistical criteria, including a 95% confidence level with a 3% margin of error, to ensure the accuracy of our findings. Additionally, we insist on a substantial sample size to maintain the validity and reliability of the survey results.
The top toilet brands ranked in the 2024 America’s Most Trusted® Toilet study is listed below.
TOP 5 Ranked Toilet Brands – 2024 Study
| 1 | Kohler | 121.3 | ★★★★★ |
| 2 | American Standard | 113.3 | ☆☆☆ |
| 3 | Delta | 111.9 | ☆☆☆ |
| 4 | Toto | 104.5 | ☆☆ |
| 5 | Sterling | 98.6 | ☆☆ |
No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research. America's Most Trusted® is a registered trademark of Lifestory with all rights reserved.
The America’s Most Trusted® study is an annual study examining brand trust across many product categories. Results for this product category and others from prior years of the study can be found here. Further details of the annual study are on the survey methodology page of this website. Additional insights and questions are answered in our frequently asked questions.
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.
Brands Ranked in Study
The Lifestory Research America’s Most Trusted® research study actively surveys toilet shoppers throughout the year in the United States. The study is focused on measuring consumers' opinions of the most recognized toilet brands in the market. In the study, consumers rate the quality of the toilet brand, their likelihood of recommending the toilet to others, how favorable they feel about the brand behind the toilet, how they rate the reputation of the toilet, and their trust in the toilet brand.
Here, we provide information on the brands in the 2024 America’s Most Trusted® study. The brands are presented in the order they ranked in the 2024 America’s Most Trusted® study.
Kohler:
Kohler Co., an American manufacturing company, owns the Kohler brand, which includes a range of bathroom fixtures, including toilets. Headquartered in Kohler, Wisconsin, the company was founded in 1873 and has a long history of producing quality plumbing products. Kohler toilets are known for their innovative design, efficiency, and durability.American Standard:
American Standard Brands is a North American manufacturer of plumbing and building products, including toilets. The company, headquartered in Piscataway, New Jersey, originated in 1875. American Standard toilets are recognized for their reliable performance and have been a staple in the plumbing industry for over a century.Delta:
Delta Faucet Company, a Masco Corporation division, owns the Delta brand. Headquartered in Indianapolis, Indiana, the company was founded in 1954. While Delta is well-known for its faucets, it also produces toilets. Delta toilets often feature innovative technologies and designs, reflecting the company's commitment to quality and style.Toto:
Toto Ltd. is a Japanese company specializing in plumbing products, including toilets. Founded in 1917 and headquartered in Kitakyushu, Japan, Toto is a global leader in bathroom technology and innovation. Toto toilets are renowned for their advanced features, water efficiency, and sleek designs.Sterling:
Sterling Plumbing is a subsidiary of Kohler Co. and operates as the brand for its plumbing fixtures, including toilets. Headquartered in Kohler, Wisconsin, Sterling has been part of the Kohler family since 1984. Sterling toilets are designed to provide reliable performance and value, catering to diverse consumer needs.
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