Shoppers Drug Mart Surprises, Overtakes Costco and Dollarama to Claim Top Spot in Canada’s Reputation Rankings

In a twist of expectations, a Loblaw-owned establishment has emerged triumphant in Canada’s reputation stakes, surpassing major retail and grocery giants like Costco and Dollarama, according to a freshly released report.

Leger, a renowned market research firm, unveiled its 27th annual Reputation Study, shedding light on the most esteemed companies in Canada for the year 2024.

The study, which surveyed over 38,000 Canadians, delved into their perceptions of nearly 300 companies spanning 30 diverse sectors, establishing itself as the gold standard for assessing corporate reputation in the nation.

With reputation hinging on six key pillars — financial robustness, social accountability, integrity and openness, excellence, loyalty, and ingenuity — companies strive to attain a perfect score of 100.

Here are this year’s frontrunners, as per Canadian sentiment:

1. Google (Reputation Score: 75)
2. Sony (Reputation Score: 72)
3. Canadian Tire (Reputation Score: 71)
4. Samsung (Reputation Score: 71)
5. YouTube (Reputation Score: 70)
6. Shoppers Drug Mart (Reputation Score: 69)
7. Microsoft (Reputation Score: 69)
8. Amazon (Reputation Score: 68)
9. Dollarama (Reputation Score: 68)
10. Costco (Reputation Score: 68)

Leger emphasizes that this ranking often mirrors broader societal currents, such as the ongoing cost-of-living conundrum grappling Canadians.

“In the face of economic uncertainty, Canadians seek companies attuned to their plight, exhibiting empathy towards consumer needs,” elucidated the firm.

Thus, discount chains like Dollarama, securing ninth place, and bulk retailers like Costco, clinching the tenth spot, resonate with consumers, each garnering a reputation score of 68.

Despite recurrent criticism for alleged overpricing, Shoppers Drug Mart, under Loblaw’s umbrella, outshone both Costco and Dollarama, securing sixth place. With a commendable score of 69, it stands as the premier retail/grocery entity on the roster.

The inclusion of this chain in the top 10 might come as a surprise to many Canadians, given the flak Loblaw outlets endure for purportedly exorbitant pricing. Such discontent has reached a crescendo among consumers, culminating in plans by thousands to boycott Loblaw stores next month.