Vendor reportDeloitte Consumer Industry Center, 23 Jun 2025

Better-value brands win on quality, staff attitude, and trust across sectors

Positioning & messaging

Reader Note:: Two datasets back this card. In HundredX consumer ratings, “quality” and “attitude” (friendly, helpful, effective staff) are among the top five value drivers in all five sectors (grocery, apparel, hotels, restaurants, automotive). Deloitte’s TrustID survey (43,560 consumers) shows that “more-value-for-the-price” brands, rated at least 10% above the value their price predicts, also score higher on trust: capability, reliability, transparency and humanity. HundredX respondents chose the brands they rated, so that sample is self-selected.
Evidence:: Observed behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Mixed samples: main analysis uses 932,663 HundredX consumer responses across 290 brands over three years to February 2025; plus about 5 million credit card transactions, 43,560 TrustID survey respondents, 9,000 US ConsumerSignals survey respondents, and 300+ earnings calls and annual reports.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

Saying that one thing caused another, or predicting what you would get.
This was measured in one market. It may not hold where you are.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

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20%

chose the recommended article when the comment said “I guess this will be a great article” — against 63% for “I believe” and 63% for no qualifier at all