BRANDS CONSUMERS CAN TRUST
In our 101st Anniversary Year, Reader’s Digest’s Annual Trusted Brands Awards celebrates the brands New Zealanders trust the most.
For the 24th 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
Confectionery,Most Trusted Of All Brands Surveyed,New Zealand Iconic Brand
Aged Care & Retirement Villages
Aged Care & Retirement Villages
Aged Care & Retirement Villages
Bank of the Year
Barbecues
Beds
Biscuits
Car Rental Companies
Carpets
Charities
Cleaning Products
Cookies
Curtain & Blind Installers
Curtain & Blind Installers
DIY Power Tools (drills, sanders, grinders)
Dog Foods
Dog Foods
Functional Sports Bars
Funeral Insurance
Garages & Sleepouts
Garden Power Tools (exc. Lawnmowers)
General Insurance (home, contents, car)
Health Insurance
Hearing Services
Hearing Services
Heat Pumps
Home Builders
Home Improvement Stores
Home Ventilation Systems
Honey
Kitchen Designers & Manufacturers
Kitchen Designers & Manufacturers
Lawnmowers
Life Insurance
Optometrists
Paints
Pet Insurance
Real Estate Agencies
Solar Panel Installers
Supermarkets
Teas
Travel Insurance
Tyres
Tyres
Used Vehicle Dealerships
Used Vehicle Dealerships
Vegetarian/Vegan Foods
Vitamins & Supplements
MOST TRUSTED
*of all brands
surveyed
METHODOLOGY
How Our Trusted Brands Survey Was Conducted"
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Catalyst Research
The 2023 Trusted Brands survey was independently conducted by leading research company Catalyst Research. It invited a sample of about 1700 Kiwi adults, from every state and territory, to rate the brands they trust the most. They scored over 71 categories of products and services across a broad range of industries.
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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.
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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.
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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.
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2023 Results
We are confident that the results of the 2023 Reader's Digest Trusted Brands survey provide a truly accurate measurement of New Zealand consumer sentiment.