THE ULTIMATE SEAL OF CONSUMER APPROVAL

100% voted by Consumers

BRANDS CONSUMERS CAN TRUST


 

In our 100th Anniversary Year, Reader’s Digest’s Annual Trusted Brands Awards celebrates the brands New Zealanders trust the most.
For the 23rd 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 OF ALL BRANDS SURVEYED, NEW ZEALAND ICONIC BRANDS, CONFECTIONERY

Aged Care & Retirement Villages

Aged Care & Retirement Villages

Barbecues

Barbecues

Beds

Beds

Biscuits

Breakfast Foods

Crackers

Carpets

Carpets

Charities

Cleaning Products

Cleaning Products

Coffee Machines

Cooking Appliances (hobs, rangehoods, ovens, etc)

Cooking Appliances (hobs, rangehoods, ovens, etc)

COOKIES

Curtain & Blind Installers

Curtain & Blind Installers

DIY Power Tools (drills, sanders, grinders, etc)

Dog Foods

Digital Cameras

Digital Cameras

Electronics (TV & Home Entertainment)

Funeral Insurance

Funeral Insurance

GARAGES & SLEEPOUTS

Garden Power Tools (exc. Lawnmowers)

Garden Power Tools (exc. Lawnmowers)

Gardening Products (seeds, fertilisers, soils, etc)

General Insurance (home, contents, car)

General Insurance (home, contents, car)

General Insurance (home, contents, car)

Hair Care

Health Insurance

Health Insurance

Hearing Services

Hearing Services

Heat Pumps

Home Builders

Home Ventilation Systems (ducted system)

Honey

Jewellers

KINDERGARTEN CENTRE OPERATORS

KITCHEN DESIGNERS & MANUFACTURERS

KITCHEN DESIGNERS & MANUFACTURERS

KiwiSaver & Superannuation

LAWNMOWERS

LAWNMOWERS

Large Kitchen Appliances (fridges, freezers, dishwashers)

Large Kitchen Appliances (fridges, freezers, dishwashers)

Life insurance

Laundry Appliances

Laundry Appliances

Laundry Detergents

Life insurance

Manufacturer Certified Used Cars

Muesli & Snack Bars

New Zealand Wines

OPTOMETRISTS

Paints

Pain Relief

Real Estate Agencies

Small Kitchen Appliances (toasters, kettle, blender, etc)

Solar Panel Installers

Supermarkets

Teas

Tyres

Tyres

Used Vehicle Dealerships

Used Vehicle Dealerships

Vitamins & Supplements

Vitamins & Supplements

Most Trusted


 


*of all brands surveyed

Methodology

How Our Trusted Brands Survey Was Conducted

  • Catalyst Research

    The 2022 Trusted Brands survey was independently conducted by leading research company Catalyst Research. It invited a sample of about 1800 Kiwi adults, from every region, to rate the brands they trust the most. They scored over 71 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.

  • 2022 Results

    We are confident that the results of the 2022 Reader’s Digest Trusted Brands survey provide a truly accurate measurement of New Zealand consumer sentiment.