The survey, which Reader’s Digest has conducted for the last 12 years, asked 3,024 Australians to rate brands in 40 categories on a trust scale of 1-10. Reader’s Digest said the data was post-weighted to Australian Bureau of Statistics (ABS) population estimates, to ensure it was representative of the Australian population.
“Year after year, we find that the key attributes of a trusted brand remain true,” said Reader’s Digest. “A trusted brand ensures its product is easily recognised, reliable and useful,” it said.
Reader’s Digest also said that consumers are “savvy at decoding brand messages and are quick to detect those that suit their lives and lifestyle over those that don’t”.
“In uncertain times, it’s the brands which continue to offer quality and substance that hold our trust,” said Reader’s Digest Editor, Sue Carney. “They have a long history of being steadfast and safe, which makes them a hot property in modern day Australia,” she said.
The top ten Most Trusted Brands in Australia were:
1. Dettol
2. Band-Aid
3. Panadol
4. Dulux
5. Colgate
6. Guide Dogs
7. Elastoplast
8. Cadbury
9. Johnson & Johnson
10. Weet-Bix
Sanitarium said it was “thrilled” that the Weet-Bix brand made it into the Most Trusted Brands list.
“This award gives us confidence we’re doing the right thing in our communities – which is something we’re really passionate about,” said Daniel Derrick, Sanitarium’s General Manager Marketing.
Iconic Australian Brands
Food brands also made it into the Iconic Australian Brands category, with Vegemite joining Hills Hoist rotary clothesline brand HILLS Innovation and Dick Smith.
Winners in food-related categories were as follows:
Bread
Baker’s Delight, Helga’s, Brumby’s.
Breakfast Food
Weet-Bix, Uncle Toby’s, Sanitarium
Coffee Machines
Breville, DeLonghi, Nespresso
Confectionery
Cadbury, Lindt, Nestle
Dairy
Dairy Farmers’, Streets, Peter’s, Devondale
Fast Food
Subway, McDonald’s, KFC
Frozen Food
Bird’s Eye, McCain, Ingham
Small Kitchen Appliances
Breville, Sunbeam, LG
Sugar Substitutes
Equal, Splenda, Natvia
Supermarkets
Woolworths, Coles, IGA
Tea
Lipton, Twinings, Dilmah
Vitamins and supplements
Blackmores, Swisse, Nature’s Own, Berocca
Weight Loss Products
Weight Watchers, Lite n’ Easy, Lean Cuisine
Weight Loss Programs
Weight Watchers, Lite n’ Easy, Jenny Craig
