New Zealand’s Most Trusted Brands

Reader's Digest has announced the results of the 24th Annual Most Trusted Brands survey. The results reinforce one clear fact about brands. Retaining trust during difficult financial times requires innovation, adaptability and excellence.

The innovation and customer focus of the winning brands has paid off. Coming out of the pandemic years and head-first into a period of high inflation has encouraged the best brands to regroup and work even harder to secure customer trust by pursuing innovation that reflects the ever-changing needs of their customers, stated Reader's Digest Editor-in-Chief Louise Waterson. 

Many brands have chosen exciting new rebranding strategies to capture customers' attention, celebrate their strengths and reinforce their commitment to future growth.

"For award-winning brands, the complex challenges created by the current economic environment have only reinforced their determination to work harder to retain the trust of their current customers and attract the trust of new ones," explained Waterson. 

Waterson elaborated that trusted brands have remained consistent, reliable and value-for-money while also cleverly improving and expanding their existing practices to suit their customers' needs and concerns.

The highest praise goes to Whittaker's, who this year has won Most Trusted Confectionery, Most Trusted New Zealand Iconic Brands, and Most Trusted Of All Brands Surveyed. 

Whittaker's success is due to its active engagement with its community of chocolate lovers and its integration of feedback and ideas into its business strategy.

Reader's Digest commissioned independent market research company Catalyst Consultancy & Research to survey New Zealanders' opinions on leading brands across 71 categories. With the survey in its 24th year, 1700 New Zealanders of a mixed demographic were asked to rate their trust in well-known brands.

The Top 20 Most Trusted Of All Brands, across all categories surveyed, include: 

The complete list can be found here.