1 Introduction 1.1 Definitions 1.2 Methodology and sample size 1.3 Respondent profile 1.4 Canadean's view 1.4.1 Organizations see improving trust as a way of increasing revenue 2 Brands believe that increasing trust among consumers is financially beneficial 2.1 Impact of surge in trust as a means of helping increase revenue 2.1.1 Over two-thirds of respondents stated that increasing trust has significantly helped in boosting revenues for their organizations 2.2 Level of difficulty faced in convincing customers about the claims 2.2.1 Convincing consumers about health claims and product safety is difficult for FMCG organizations 2.2.2 21% of executives operating in Asia-Pacific believe that convincing consumers about health claims is challenging 2.2.3 Persuading consumers about product safety is rated more difficult by medium-sized companies than small companies 2.3 Significance of brand strategies in strengthening customer trust 2.3.1 Brand strategies are adequate to develop consumer trust on quality claims and product safety 2.3.2 45% of respondents in North America say that they have effective strategies in place to build consumer trust on product safety 2.3.3 Over one-third of respondents from small companies believe they have effective strategies to strengthen consumer trust on quality claims and product safety 2.3.4 Despite it being difficult to convince consumers about quality claims, brands feel they have effective strategies in place to develop trust 3 Brands feel the most effective way of promoting trust is through the quality of their products 3.1 Effectiveness of methods used for promoting product trust 3.1.1 Product quality is the most effective way of promoting trust in the product, while brand heritage and tamper proof packaging are also effective measures 3.1.2 More than half of executives in North America believe that a high quality product helps strengthen trust in their product 3.1.3 Use of brand heritage for promoting trust about products is preferred by smaller companies 3.1.4 Respondents with business operations in the Asia-Pacific highlight advertising campaigns as the least effective method for driving product trust 3.1.5 Selling through established retailers and the use of social media are the least preferred approaches for promoting product trust by large companies 4 Clearer labeling provides transparency to consumers, enhancing trust in the product 4.1 Measures adopted to drive product trust 4.1.1 Organizations are using clearer labeling and adopting stringent production processes to increase product trust 4.1.2 Over three-quarter of respondents with business operations in Asia-Pacific highlight focus on improvement in packaging to drive product trust 4.1.3 Use of clear labeling is preferred more by small companies when compared to large companies for promoting product trust 5 Appendix

Figure 1: Profile of Respondents Figure 2: Canadean's view Figure 3: Impact level of increasing trust on boosting revenue - Overall Figure 4: Level of difficulty faced in convincing customers about the claims - Overall Figure 5: Level of difficulty faced in convincing customers about the claims - By region Figure 6: Level of difficulty faced in convincing customers about the claims - By size of business Figure 7: Effectiveness evaluation of brand strategies in building customer trust - Overall Figure 8: Effectiveness evaluation of brand strategies in building customer trust - By region Figure 9: Effectiveness evaluation of brand strategies in building customer trust - By size of business Figure 10: Comparison between the areas where it is difficult to establish trust and areas where there are most effective strategies to establish trust Figure 11: Usefulness of approaches adopted for boosting trust about product - Overall - Top three responses Figure 12: Usefulness of approaches adopted for boosting trust about product - Analysis of top three responses by region Figure 13: Usefulness of approaches adopted for boosting trust about product - Analysis of top three responses by size of business Figure 14: Usefulness of approaches adopted for boosting trust about product - Analysis of least three responses by region Figure 15: Usefulness of approaches adopted for boosting trust about product - Analysis of least three responses by size of business Figure 16: Steps taken to increase product trust - Overall Figure 17: Steps taken to increase product trust - Analysis of top three responses by region Figure 18: Steps taken to increase product trust - Analysis of top three responses by size of business

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