Marketing experts at Nielsen have tracked the stars who have become country's biggest trendsetters and tastemakers, and Underwood tops the list, just ahead of Reba.

As well as the hits, Carrie also has her own fitness line, Calia, as well as endorsement deals from Olay and Almay, while Reba boasts her own beauty line, Reba Beauty, and a home goods line available at Cracker Barrel.

Dolly Parton, Garth Brooks and Shania Twain also make the top five, while old-timers Willie Nelson and Kenny Rogers join Faith Hill, Marie Osmond, and Keith Urban in the top 10.