PAK’nSAVE and New World have been named among New Zealand’s most reputable brands in the 2025 Kantar Corporate Reputation Index.
The annual Kantar Corporate Reputation Index, developed in partnership with Wright Communications, utilised Kantar's globally validated RepZ framework.
This comprised reputation attributes of Trust (35 percent weighting), Leadership/Success (24 percent), Fairness (23 percent), and Responsibility (18 percent).
PAK’nSAVE tied with the winners, Toyota, just a fraction behind the top spot in second place overall, while also topping the Fairness pillar for the ninth consecutive year.
New World climbed from tenth to seventh place overall, a strong result in a year of intense scrutiny for the supermarket sector.
This is the ninth consecutive year PAK’nSAVE has led the Fairness pillar, reinforcing its position as a brand Kiwis see as delivering genuine value. PAK’nSAVE’s performance in the Fairness pillar (score of 121) was well ahead of other companies, with TVNZ the next closest at 115.
New World’s rise to seventh place in the 2025 Index also reflected growing recognition of the brand’s focus on providing quality, service and community support while navigating industry-wide challenges.
Chris Quin, Managing Director of Foodstuffs New Zealand, said the recognition reflected the hard work of New Zealanders in store teams nationwide.
“At a time when our industry is facing intense public and government scrutiny, it’s encouraging to see that New Zealanders, who shop in our stores over twice every week, continue to value what PAK’nSAVE and New World stand for,” said Quin.
“Our teams go the extra mile every day to earn trust, whether that’s keeping shelves stocked in tough times, treating customers and suppliers fairly, or supporting local communities when it counts. Reputation is built through delivery over time, not through talk, and these results show people can tell when you're genuinely trying to do the right thing.”
Kantar Insights Chief Client Officer Sarah Bolger said the results spoke volumes about how Kiwis perceive Foodstuffs’ flagship brands.
“These results reinforce what we at Kantar see every day in our work with clients: reputation is earned through consistency, clarity of purpose, and delivering on promises,” said Bolger.
“Congratulations to the teams behind both brands for continuing to build reputational equity in ways that are meaningful, measurable, and enduring.”
The survey, conducted between February and March 2025, included feedback from thousands of New Zealanders, measuring not only awareness of a brand but also the strength of feeling people have about how companies behave and perform.
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