THE ULTIMATE SEAL OF CONSUMER APPROVAL

100% voted by Consumers

BRANDS CONSUMERS CAN TRUST


 

For the 21st 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)

Life insurance

Hearing Services

KINDERGARTEN CENTRE OPERATORS

DIY Power Tools

Garden Power Tools

Tyres

Carpet

Cleaning Products

Hearing Services

Used Vehicle Dealership

Tyres

Heat Pumps

Home Builders

Real Estate Agencies

Vegetarian Food

Home Builders

LAWNMOWERS

Paint

Carpet

Aged Care & Retirement Villages

Beds

Charities

Aged Care & Retirement Villages

Manufacturer Certified Used Car Sales

Used Vehicle Dealership

Dog Food

GARAGES & SLEEPOUTS

New Zealand Wines

Barbecues

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

Marine Engines

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 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.

  • 2020 Results

    We are confident that the results of the 2020 Reader’s Digest Trusted Brands survey provide a truly accurate measurement of New Zealand consumer sentiment.