Best Laundry Detergent Brands
Customer Ratings of Top BRANDS in the 2025 America's Most Trusted Study
Laundry detergent is vital in consumers’ everyday routines, transcending mere cleaning to encompass fabric care and sustainability. Modern formulations promise effective stain removal, eco-friendly ingredients, and concentrated solutions that maximize cleaning power while minimizing environmental impact. As shoppers increasingly align their choices with personal values, the selection of laundry detergent reflects broader commitments to health and the planet.
Brand trust is pivotal in shaping consumer decisions in such a diverse market. As shoppers navigate aisles filled with various options, familiarity, and reliability often steer them toward brands they recognize and trust. This trust is cultivated through consistent product performance and transparency, which can lead to repeated purchases and word-of-mouth recommendations. To better understand these dynamics, we will analyze the findings from the America’s Most Trusted® study, revealing how brand perception impacts purchasing behavior in the laundry care sector.
The 2025 America’s Most Trusted Study
For over ten years, the America’s Most Trusted® study has emerged as a critical barometer for brands aiming to understand the pivotal role trust plays in consumer choices. Smart brands recognize the profound connection between trust and their overall success; this annual study is the definitive measure of brand reliability, eagerly awaited by both consumers and brand strategists when the results are published each January.
Trust in a brand signifies its capacity to fulfill its promises, making the cultivation of this trust essential for fostering customer loyalty. When consumers feel secure in their trust, they are not only more inclined to make purchases but also to advocate for the brand among peers. This loyalty becomes a cornerstone for sustained success, as customers are likely to remain loyal to brands they believe in.
Each year, Lifestory Research publishes the findings from the America’s Most Trusted® study, drawing on extensive surveys that capture thousands of consumer perspectives on various brands. As shoppers evaluate specific products, they provide insights into their trust levels, forming the backbone of our Net Trust Quotient Score, a validated measure used in this research.
Beyond simply evaluating a brand's trust within its product category, the Net Trust Quotient Score (NTQS) also assesses whether a product meets or exceeds customer expectations compared to its competitors. This trust metric aims to deliver consumer-centric data insights grounded in rigorous social and opinion science methodologies, adhering to the highest standards of consumer research.
2025 America’s Most Trusted Laundry Detergent Brand
The Lifestory Research 2025 America’s Most Trusted® Laundry Detergent Brand Study has named Tide the most trusted laundry detergent brand for the second consecutive year. With a standout Net Trust Quotient Score of 111.9, Tide secured the highest trust rating among the leading laundry detergent brands. This annual study, which reflects consumer sentiment and brand perception, showcases Tide's continued dominance in trust and customer loyalty within the highly competitive laundry care industry.
The rankings were based on feedback from 4,682 U.S. consumers who shared their opinions over the past 12 months. Top brands rated included Tide, OxiClean, Arm & Hammer, Seventh Generation, Gain, Persil, All, Purex, and Cheer.
Tide's score reflects its consistent performance in consumer trust, earning top marks for reliability, effectiveness, and brand reputation. As one of the most recognized names in household cleaning, Tide has established itself as a brand that resonates deeply with American consumers.
What companies do people see as trustworthy? What are the most trustworthy brands? What are the top companies and brands people trust the most?
This achievement highlights the strong connection Tide has built with its audience, proving that consumers continue to trust the brand year after year.
TOP 9 Ranked Laundry Detergent Brands – 2025 Customer Ratings
| 1 | Tide | 111.9 | ★★★★★ |
| 2 | OxiClean | 103.1 | ☆☆☆ |
| 3 | Arm & Hammer | 99.9 | ☆☆☆ |
| 4 | Seventh Generation | 99.7 | ☆☆☆ |
| 5 | Gain | 97.1 | ☆☆ |
| 6 | Persil | 96.1 | ☆☆ |
| 7 | All | 91.7 | ☆☆ |
| 8 | Purex | 88.4 | ☆☆ |
| 9 | Cheer | 87.0 | ☆☆ |
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. Study results are based on survey responses and should not be considered legal or financial advice. Your experiences may vary.
Looking for quality customer ratings of products to make informed and trusted purchasing decisions? Discover genuine customer reviews that focus on various products' quality, reliability, and trustworthiness. Our independent research offers detailed product ratings, insights into quality, performance, durability, and overall value for money based on customer trust ratings. Explore the latest customer reviews to ensure you're making a purchase based on trustworthy ratings and superior quality, so you can buy with confidence! See the results of 75 different product studies here.
Brands Ranked in Study
The Lifestory Research America’s Most Trusted® research study is focused on measuring consumers' opinions of the most recognized brands in the market. In the study, consumers rate their trust in the brand. Here, we provide information on the brands in the 2025 America’s Most Trusted® study. The brands are presented in the order they ranked in the 2025 America’s Most Trusted® study.
Tide:
Tide is a brand of laundry detergent owned by Procter & Gamble, headquartered in Cincinnati, Ohio. Introduced in 1946, Tide is one of the most recognized and widely used laundry detergent brands, offering a range of formulations for various laundry needs.OxiClean:
OxiClean is a brand of stain remover and laundry detergent booster. The brand is owned by Church & Dwight, headquartered in Ewing, New Jersey. OxiClean originated in 1997 and has become known for its oxygen-based cleaning power to tackle stains.Arm & Hammer:
Arm & Hammer is a brand of laundry detergent and cleaning products owned by Church & Dwight. The company is headquartered in Ewing, New Jersey. Arm & Hammer, known for incorporating baking soda into its products, has a history dating back to the 1840s.Seventh Generation:
Seventh Generation is a brand known for its environmentally friendly and sustainable cleaning products, including laundry detergent. The brand is owned by Unilever and is headquartered in Burlington, Vermont. Seventh Generation has been a pioneer in eco-friendly cleaning solutions since its founding in 1988.Gain:
Gain is a brand of laundry detergent and fabric softener owned by Procter & Gamble. The brand is headquartered in Cincinnati, Ohio. Gain has been providing laundry solutions since 1969, offering a variety of scents and formulations.Persil:
Persil is a brand of laundry detergent owned by Henkel AG & Co. KGaA, headquartered in Düsseldorf, Germany. Introduced in 1907, Persil is known for its powerful stain-fighting formulations and is widely used globally.All:
All is a brand of laundry detergent owned by the Sun Products Corporation, a subsidiary of Henkel AG & Co. KGaA. Henkel is headquartered in Düsseldorf, Germany. All has been a trusted name in laundry care since its introduction in 1958.Purex:
Purex is a brand of laundry detergent owned by Henkel AG & Co. KGaA. The company is headquartered in Düsseldorf, Germany. Purex has been providing affordable laundry solutions since its introduction in 1922.Cheer:
Cheer is a brand of laundry detergent owned by Procter & Gamble, headquartered in Cincinnati, Ohio. Introduced in 1950, Cheer has been recognized for its brightening and color protection properties.
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Foundational Principles
At Lifestory Research, we pride ourselves on being an independent research company committed to delivering unbiased and accurate insights into consumer behavior. Unlike many studies that lean on expert opinions or committees, our approach is rooted firmly in the voices of consumers themselves. This commitment ensures that our findings seek to reflect public sentiment.
By prioritizing consumer opinions, we effectively eliminate the biases that can come from personal agendas or industry affiliations. Our research methodology captures a wide array of perspectives, allowing our results to be representative of the broader population.
Core Principles of Quality Research
We uphold several foundational principles that define top-tier consumer research:
Reliability: We ensure our research consistently produces accurate results.
Validity: Our methods guarantee we measure what we intend to measure.
Objectivity: We take great care to avoid bias throughout the research process.
Generalizability: Our findings can be applied to the larger population.
Our Commitment to Excellence
Lifestory Research adheres to these principles through a series of rigorous practices:
Rigorous Sampling Methods: We carefully select representative samples to generalize our findings to the broader population.
Standardized Survey Instruments: These ensure consistency and reliability in data collection.
Quality Control Measures: Our team meticulously reviews and analyzes data to identify and rectify inconsistencies.
Ethical Standards: We prioritize the well-being of our participants and uphold their privacy throughout the research process.
When you explore our findings, you can trust that they are grounded in the authentic opinions of real people. This dedication to integrity makes our research a valuable resource for businesses and consumers.
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Rating Methodology
What Is the America’s Most Trusted® Study?
The America’s Most Trusted® study focuses on evaluating brands that offer products or services to consumers in their homes, particularly in the residential new home industry. Instead of attempting to survey every brand, the study specifically targets the largest and most impactful brands in this sector.
How Does the Survey Work?
Conducted throughout the year, the America’s Most Trusted® survey aims to gather consumer opinions while minimizing biases that might arise from external events or trends. This year-long approach helps capture a more accurate snapshot of consumer sentiments.
Participants are surveyed based on specific criteria, such as whether they are actively considering a purchase in a relevant category—like buying a home, faucet, HVAC. Only those who express familiarity with a brand are invited to share their opinions on its trustworthiness, ensuring that the study reflects genuine consumer insights.
The Importance of Brand Awareness
An essential component of the study is brand awareness. Participants are first asked to identify brands they recognize. Only those who are familiar with a brand proceed to answer questions about it. This criterion ensures that only brands with sufficient public recognition are included in the final trust rankings.
Sampling Methodology
The study employs a non-probability sampling design, relying on online panels to recruit participants. Online panels are organizations that have an established relationship with consumers who agree to complete opinion surveys. Lifestory randomly ask consumers questions that identify consumers shopping for a specific product. Qualified consumers complete an online survey in which they are asked a set of questions about specific product brands.
The number of people completing a survey is referred to as the sample size. Each of the America’s Most Trusted studies seek to obtain a sample size that is large enough to be representative. The sample size is also designed to collect a large number of consumer opinions to minimize error and to assure the study results reflect the majority of consumers sentiment about a brand.
Calculating Trust Scores
At the heart of the America’s Most Trusted® study is the Net Trust Quotient Score. Participants evaluate brands based on their trustworthiness through a series of targeted questions. The responses are then categorized into three groups:
Advocates: Consumers who express strong trust in the brand.
Neutrals: Those who trust the brand but do not consider it superior to others.
Antagonists: Consumers with little to no trust in the brand.
These evaluations are quantified using a statistical method called a z-score, which standardizes the responses, allowing for easy comparison across brands. The results are ultimately transformed into T scores, which are more intuitive for understanding how each brand ranks relative to the mean score of all brands surveyed.
Additional information about the study can be found on the survey methodology page of this website.
Additional insights and questions about the America’s Most Trusted® study can be found in the frequently asked questions section of this website.