THE ULTIMATE SEAL OF CONSUMER APPROVAL

100% voted by Consumers

BRANDS CONSUMERS CAN TRUST


 

For the 22nd 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


 

MOST TRUSTED BRAND OF ALL BRANDS SURVEYED, NEW ZEALAND ICONIC BRANDS, CONFECTIONERY

Aged Care & Retirement Villages

Aged Care & Retirement Villages

Barbecues

Beds

Biscuits

Carpet

Car Rental Companies

Charities

Cleaning Products

COFFEE ROASTED & GROUND

COOKIES

COOKIES

DIY Power Tools

Dog Food

Dog Food

GARAGES & SLEEPOUTS

Garden Power Tools

GAS & ELECTRICITY PROVIDERS

General Insurance

Hearing Services

Hearing Services

Heat Pumps

Home Builders

Jewellers

KINDERGARTEN CENTRE OPERATORS

KITCHEN DESIGNERS & MANUFACTURERS

LAWNMOWERS

Life insurance

OPTOMETRISTS

Paint

Real Estate Agencies

Tyres

Used Vehicle Dealership

Used Vehicle Dealership

Vitamins & Supplements

Most Trusted


 


*of all brands surveyed

Methodology

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 1800 adults were asked to rate the brands they trust the most. They scored over 72 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.

  • 2021 Results

    We are confident that the results of the 2021 Reader’s Digest Trusted Brands survey provide a truly accurate measurement of New Zealand consumer sentiment.