New Zealand’s ‘most trusted brands’ revealed

New Zealand’s ‘most trusted brands’ revealed

New Zealand’s ‘Most Trusted Brands’ were celebrated in Auckland recently and the FMCG Business team was there.

For the fifth consecutive year, Whittaker’s was announced New Zealand’s most trusted brand in the annual survey* commissioned by Reader’s Digest. The survey also revealed that New Zealanders like to start their day with Sanitarium and Vogels and end it with a Villa Maria wine purchased from New World.

Whittaker’s knows the sweet taste of success well – not only is it the number one brand across all categories surveyed, the brand also won the confectionery category and was voted most iconic NZ brand. Samsung and Dettol sit in second and third place, respectively, on the most trusted list. Dettol was also in the top three last year.

New World is a first time category winner and the honour of being New Zealands most trusted supermarket comes hot on the heels of a gold award, a few months ago, in the Reader’s Digest Quality Service Awards. The most trusted Supermarket/Home Brand this year was Pams.

New World was voted New Zealand's most trusted supermarket.
New World was voted New Zealand’s most trusted supermarket.

The New Zealanders surveyed were asked what factors influence them to place their trust in a brand. High reputation, great customer service, reliable and cost effective, quality and innovative, promise keepers, consistent and durable (stood the test of time) were the answers.

The 41 category winners are listed below.

Iconic NZ brands – Whittaker’s

Aged Care and Retirement Villages – Ryman Healthcare

Banks – Kiwibank

Beds – Sleepyhead

Bicycles – Avanti

Bread – Vogels

Breakfast Food – Sanitarium

Car Rental Companies – Hertz

Carpets – Cavalier Bremworth

Cars – Toyota

Cat Food – Whiskas

Charities – St John

Cleaning Products – Dettol

Confectionery – Whittaker’s

Crackers – Griffin’s

Dog Food  – Tux

DIY Power Tools – Bosch

Electronics (TV & home entertainment) – Samsung

Gardening Equipment – Masport

Gardening product – Yates

Hair Care – Schwarzkopf

Heat Pumps – Panasonic

Home Builders – Lockwood

Insurance (general, housing, car, contents) – AA Insurance

Insurance: Life – AA Life

Jewellers – Walker & Hall

Meat & Poultry – Silver Fern Farms

NZ Wines – Villa Maria

Pain Relief  – Panadol

Paints – Resene

Petrol Companies – Z

Real Estate Agencies – Harcourts

Retailers (exc supermarkets) – The Warehouse

Small Kitchen Appliances – Panasonic

Supermarket/Home Brand – Pams

Supermarkets  – New World

Tea – Dilmah

Tyres – Firestone

Vacuum Cleaners – Dyson

Vitamins & Supplements – Healtheries

Whitegoods – Fisher & Paykel

*The survey ranks New Zealand’s top 10 trusted brands (of brands surveyed) and 41 category winners. The results come, not from a reader poll, but an independent, commissioned survey. Reader’s Digest used Catalyst Marketing & Research to survey a representative sample of 1214 New Zealand adults on the most trusted brands in 41 categories of products and services across a broad range of industries.

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