Best Toilet Brands

Customer Ratings of Top BRANDS in the 2025 America's Most Trusted Study

When it comes to home essentials, few items are as critical yet often overlooked as the humble toilet. This essential fixture not only serves a basic need but also embodies a myriad of benefits that cater to modern consumer preferences. From water efficiency and advanced flushing technology to sleek designs and user-friendly features, today’s toilets can significantly enhance comfort and functionality in the home. As consumers navigate their choices, they increasingly prioritize specific product features that promise durability, ease of maintenance, and sustainable practices, transforming the toilet from a mere necessity into a thoughtful investment.

However, the decision-making process for purchasing a new toilet is not solely driven by its physical attributes; brand trust plays a pivotal role in guiding consumers toward their final choice. In a market saturated with options, trust in a brand can influence perceptions of quality, reliability, and overall value. Consumers often seek reassurance that the product they select will perform as expected and stand the test of time. This inherent reliance on brand reputation becomes particularly pronounced in categories where the consequences of poor choices can lead to inconvenience and costly repairs and replacements. Understanding which brands have earned consumers’ trust reveals critical insights into buyer behavior and preferences.

To explore the intricate relationship between brand trust and consumer choices in the toilet market, we turn to the insights gleaned from America’s Most Trusted® study. This comprehensive survey sheds light on how various toilet brands are perceived by consumers, highlighting the factors that contribute to brand loyalty and preference. By delving into the results of this study, we aim to uncover which brands stand out in shoppers’ eyes and why trust remains a cornerstone of consumer decision-making in the often-overlooked world of toilet purchases. Join us as we unpack the findings and understand the implications for manufacturers and consumers alike.

The 2025 America’s Most Trusted Study

The America’s Most Trusted® study, a cornerstone of consumer insights for over a decade, serves as a vital tool for brands seeking to understand the intricate dynamics of trust and consumer behavior. Through its rigorous methodology, this annual study provides invaluable data on how trust influences purchasing decisions, particularly in categories where reliability is paramount—such as home toilets. Released every January, the study has established itself as the definitive benchmark for measuring brand trust across various sectors, allowing companies to refine their strategies and align more closely with consumer expectations.

Building trust is not just an abstract goal; it is essential for fostering customer loyalty and encouraging repeat purchases. In the context of toilet brands, consumers’ confidence in a company’s ability to deliver on its promises can significantly impact their buying choices. What are the most trustworthy brands in America?  What companies do people see as trustworthy? What are the top brands people trust the most? 

Those who trust a particular brand are more likely to make a purchase and recommend it to others, creating a ripple effect that can elevate a brand’s market presence. This loyalty is crucial in a competitive landscape where consumers are inundated with options, making establishing a brand reputation a critical factor for long-term success.

Conducted by Lifestory Research, the America’s Most Trusted® study evaluates consumer perceptions through over 75 targeted product studies each year, gathering feedback from thousands of individuals. The study employs Net Trust Quotient Scores (NTQS), a metric designed to quantify the level of trust consumers associate with specific brands within a given category. By comparing these scores against competing brands, the study provides a nuanced understanding of how well a brand meets customer expectations. Lifestory Research adheres to the highest standards of consumer research, utilizing social and opinion science methodologies to ensure that insights are reliable and actionable. The resulting ratings, reviews, and awards for toilet brands highlight market leaders and underscore the critical importance of trust in shaping consumer decisions.

What are the top toilet brands people trust the most? 

2025 America’s Most Trusted Toilet

The Lifestory Research 2025 America’s Most Trusted® Toilet Study identified Kohler as the most trusted brand for consumers in the market for a new toilet. This marks the sixth consecutive year that Kohler has earned this distinction of being the most trusted brand. Brands that consistently maintain high levels of trust over the years demonstrate their commitment to understanding and meeting the needs of their customers.

With a Net Trust Quotient Score of 121.5, Kohler had the highest trust rating among the most prevalent toilet brands. The most trusted toilet brands were Kohler, Delta, American Standard, Toto, and Sterling. The Lifestory Research 2025 America’s Most Trusted® Toilet ranking is based on 4,881 opinions of people surveyed in the United States over the last 12 months.  

The top toilet brands ranked in the 2025 America’s Most Trusted® Toilet study is listed below.

TOP 5 Ranked Toilet Brands – 2025 Customer Ratings

1Kohler121.5★★★★★
2Delta113.9☆☆☆
3American Standard112.8☆☆☆
4Toto106.9☆☆
5Sterling100.8☆☆

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® study conducts ongoing surveys of toilet shoppers across the United States throughout the year. Its primary aim is to gauge consumer opinions on the most recognized toilet brands in the market.

In this section, we present the 2025 America’s Most Trusted® study findings, listing the brands according to their rankings.

  1. Kohler

    Kohler Co., based in Kohler, Wisconsin, is an American manufacturing powerhouse that has been crafting quality plumbing products since its founding in 1873. The Kohler brand encompasses many bathroom fixtures, including toilets, and is noted for its innovative design, efficiency, and durability. With a longstanding reputation, Kohler continues to set industry standards in bathroom aesthetics and functionality.

  2. Delta

    Delta Faucet Company, a division of Masco Corporation, was established in 1954 and is headquartered in Indianapolis, Indiana. While Delta is widely recognized for its high-quality faucets, the brand also offers a selection of toilets. Delta toilets showcase innovative technologies and stylish designs, reflecting the company’s commitment to delivering quality and contemporary appeal in bathroom fixtures.

  3. American Standard

    American Standard Brands has been a prominent name in the plumbing and building products industry since its inception in 1875. Headquartered in Piscataway, New Jersey, the company specializes in manufacturing toilets known for their reliable performance and robust construction. American Standard has been a trusted choice among consumers for over a century, making it a staple in homes and commercial spaces.

  4. Toto

    Founded in 1917 and headquartered in Kitakyushu, Japan, Toto Ltd. is a leading name in plumbing products and bathroom technology. Renowned for its toilets that feature advanced innovations and exceptional water efficiency, Toto continues to push the boundaries of design and functionality. The brand is celebrated globally for its sleek aesthetics and commitment to sustainability, making it a favorite among modern consumers.

  5. Sterling

    Sterling Plumbing, a subsidiary of Kohler Co., has been a trusted brand for plumbing fixtures, including toilets, since joining the Kohler family in 1984. Based in Kohler, Wisconsin, Sterling focuses on delivering reliable product performance and value. The brand is designed to meet the diverse needs of consumers, offering a range of options that blend functionality with affordability.

  • 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.

  • 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.