It’s no secret that Texans love to support local, homegrown brands, but a new study released this week outlines which Texas-founded companies have garnered the most trust and consumer rapport in the Lone Star State.

LSG — a communications and public affairs organization based in Washington, D.C. with a Texas outpost in The Woodlands — surveyed 1,500 people across Austin, Dallas and Houston earlier this year to gauge which brands they trust the most, releasing the findings on Thursday, April 23. Among those surveyed, 86% of respondents said they “strongly identify with Texas culture and identity” and utilize that via their purchasing habits. 

The brands that earned the most respect and support? H-E-B, Whataburger, Buc-ee’s, Blue Bell and Dr Pepper led the Texas masses in garnering the most substantial customer buy-in, LSG’s analysis revealed.

“The brands that have earned the deepest trust and favorability across all three markets, H-E-B, Whataburger, Buc-ee’s, Blue Bell, and Dr Pepper, didn’t get there by accident,” LSG’s report read in part. “They’ve built reputations on reliability, consistency, and an authentic connection to the communities they serve.”

San Antonio-based grocery chain H-E-B led the way with a whopping 92% support from respondents, the highest share among brands evaluated. Whataburger, Blue Bell and Buc-ee’s landed virtually neck and neck at 87%, 86% and 86%, respectively, while Dr Pepper rounded out the Top 5 with 81% support. Other Texas brands highlighted in LSG’s study included Southwest Airlines with 72% favorability, and Dell Technologies at 71%.

That trust in Texas-based brands largely surpassed loyalty to national brands, LSG’s findings further noted. Austin, Dallas and Houston residents surveyed conveyed a 40% loyalty to Texas brands, a substantial spike over just 12% trust and support for national ones.

Local-centric support also resulted in many respondents spending a bit extra to patron those businesses, with 72% responding trust and reliability matters more to them than securing the lowest prices on the market. Similarly, 83% confirmed they’d be willing to shell out a bit more cash for a trustworthy brand, with 65% of those saying they’d be willing to pay up to 15% more as a result.

While the analysis focused on the overall Texas triangle, brand adherence didn’t only apply to native Texans. LSG’s survey revealed 52% of Texas transplants living in that three-city triangle region “feel connected to Texas brands” within a year of living in the Lone Star State.