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.
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.
