100% voted by Consumers



For the 20th year, Reader’s Digest has approached ordinary consumers to ask their opinions on what brands of products and services are important to them. With these years of research behind us, we are able to confidently dissect precisely what features a Trusted Brand must possess in order to maintain relevance and purpose for New Zealand consumers.

A Trusted Brand enjoys international appeal, yet at the same time upholds a strong local connection. It has individual relevance for all its consumers, just about anywhere and in any culture.

Trust is an emotion that fuels our decision whether we are conscious of it or not. It is that intangible quality that signals reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice. Cost, quality and desirability are all important factors for consumers. Yet it’s vital for a brand to stay true to its promises. While brands come in and out of vogue, those that capture our attention, maintain our confidence and win over our trust do so by holding fast to their core principles.

Brand Showcase


General Insurance (home, contents, car)

DIY Power Tools

Garden Power Tools



Car Care Products

Cleaning Products


Heat Pumps

Home Builders

Real Estate Agencies

Cleaning Products

Pain Relief


Aged Care & Retirement Villages

Glues and Construction Adhesives


Second Hand/Used Car Sales

Second Hand/Used Car Sales


Most Trusted Brand of All Brands Surveyed, New Zealand Iconic Brands, Confectionery

Marine Engines

Most Trusted


*of all brands surveyed


How Our Trusted Brands Survey Was Conducted

  • Catalyst Research

    We commissioned leading research company Catalyst Research to survey a representative sample of the New Zealand population. About 1400 adults were asked to rate the brands they trust the most. They scored over 68 categories of products and services across a broad range of industries.

  • Scoping

    Brands included in the list to be rated were generated by asking consumers in New Zealand for their most trusted brands. This was an unprompted question to ensure the rating of top brands in each category, as selected by Kiwis, was without prejudice.

  • Consumers Voting

    Each respondent was required to complete an online questionnaire. Catalyst Research asked each participant to rate the brands they trust for each category. They then have to rate which is their most trusted brand of that category and then have to write in words why.

  • Trusted Brand Rating

    Each category contains one Winner, and two Highly Commended brands. These brands scored higher in their respective categories than the other brands polled.

  • 2019 Results

    We are confident that the results of the 2019 Reader’s Digest Trusted Brands survey provide a truly accurate measurement of New Zealand consumer sentiment.