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.
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.
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.
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.
Each category contains one Winner, and two Highly Commended brands. These brands scored higher in their respective categories than the other brands polled.
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.
Whittaker's - Most Trusted Overall Brands Surveyed
Bosch - Winner in DIY Power Tools
Fisher & Paykel - Winner in Cooking Appliance
Panadol - Winner in Pain Relief
Selleys - Winner in Glues & Construction Adhesives Winner
Toyota Signature Class - Winner in Second Hand/Used Car Sales
Weber - Winner in Barbecues
AA Health - Highly Commended in Health Insurance
Arnott's - Highly Commended in Biscuits and Crackers
Canon - Winner in Digital Cameras