Despite concerns about salt and sugar levels in packaged foods, consumers have voted Kellogg's the top breakfast cereal brand in ten European markets.

So reports the Reader's Digest 2006 annual European Trusted Brands survey - a study of fourteen nations' consumer sentiments toward brands. The countries surveyed were: Austria, Belgium, Czech Republic, Finland, France, Germany, Hungary, Netherlands, Poland, Portugal, Russia, Spain, Switzerland and the UK.

In ten markets Kellogg's led in the breakfast cereal category, while Nestlé topped the poll in three of the remaining four markets: the Czech Republic, Poland and Russia.

Over the six years of the survey's life, only two brands (Nivea and Nokia) can claim to be Europe's most Trusted Brands. Both achieved number one position within their category in each of the fourteen countries in which the survey took place.

Nokia has remained Europe's most trusted brand of mobile phone handset since the survey began in 2001 and for the first time in 2005 Nivea was voted the most Trusted Brand of skincare.

Visa (winner in thirteen out of 14 countries) remains Europe's most trusted brand of credit card, topped only in Hungary by Mastercard.

For the first time this year the survey explored more deeply the meaning of "trust". According to respondents in ten out of 14 countries, before a brand can win their trust it must offer "products of high quality".

However, analysis of the results identifies significant differences from country to country - for example in Portugal the most important criteria of trust is "responsibility to the environment" while in Russia it's "value for money".

To view the full Reader's Digest survey report, click here.

Data sourced from; additional content by WARC staff