Trader Joe's confirms the rumors and leaves Sam's Club and Costco in the background

In a market saturated with big names and countless brands, Trader Joe’s has achieved an unexpected feat: becoming the brand with the best reputation in the United States in 2025. The American chain, known for its unique style, has managed to surpass giants like Apple, Amazon, Aldi, Costco, and Nintendo, according to the prestigious Axios Harris Poll 100 study.

A Remarkable Rise for Trader Joe’s

With an average score of 82.1 points, Trader Joe’s jumped from 13th place in 2024 to the top in 2025. This success represents not only a commercial triumph but also an emotional victory. Despite facing criticism over food safety and labor issues, the brand has built a loyal consumer base that actively recommends it.

Founded almost 60 years ago in Monrovia, California, Trader Joe’s has built its identity in a unique way: private label products, affordable prices, and an almost playful shopping environment. Its colorful aisles and alert employees are part of the appeal. In addition, the chain is committed to sustainability, eliminating unnecessary plastics and promoting reusable bags.

Overcoming Controversies with Authenticity

Although it hasn't been free from problems—such as product recalls and controversy over its resistance to unions—Trader Joe’s has managed to keep its reputation. Its strategy isn't based on expensive campaigns, but on the power of word of mouth and the support of a committed community.

Fast Company highlights how the chain has turned its customers into its best ambassadors. Spontaneous recommendations on social media, blogs, and videos have strengthened its image at a time when traditional advertising is losing influence.

Survey Details and Other Standout Brands

The Axios Harris Poll 100 survey was conducted in three phases between January and May of this year, gathering the opinions of more than 27,000 people. The study evaluated trust, ethics, growth, and social responsibility of the country's most visible brands. To enter the "excellent" category, brands had to score above 80 points.

Alongside Trader Joe’s, other retail chains like Costco (fifth place), Aldi, and Kroger also managed to stand out. In contrast, brands like X (formerly Twitter), Trump Organization, and Spirit Airlines occupied the last places. This reflects the significant difference between companies with a solid reputation and those still struggling to improve their public image.

This type of survey is key to measuring public perception and the trust that consumers place in brands. For companies, keeping their reputation is essential, since a positive image can translate into loyalty and sustained growth. On the other hand, a poor reputation can severely affect their sales and market positioning.