Ōtautahi – Whittaker’s has been vote Aotearoa’s most trusted brand, yet again, in the 24th annual Reader’s Digest survey.
The results reinforce one clear fact about brands: retaining trust during difficult financial times requires innovation, adaptability and, above all, excellence. The innovation and customer-focus of the winning brands have paid off.
From the covid pandemic into high inflation, has encouraged the best brands to regroup and work even harder to secure customer trust by pursuing innovation that reflects the ever-changing needs of their customers.
Reader’s Digest 3ditor-in-chief Louise Waterson says many brands have chosen exciting new rebranding strategies, designed to capture the attention of customers, celebrate their strength and reinforce their commitment to future growth.
“For award-winning brands, the complex challenges created by the current economic environment has only reinforced their determination to work harder to retain the trust of their current customers and attract the trust of new ones.
“Trusted brands have remained consistent, reliable and value-for-money—while also cleverly improving and expanding their existing practices to suit their customers’ needs and concerns.”
The highest praise goes to Whittaker’s, who this year has won most trusted confectionery, most trusted Aotearoa iconic brands and most trusted of all brands surveyed.
The chocolate maker’s success is due to actively engaging with its community of chocolate lovers and integrating their feedback and ideas into its business strategy.
Reader’s Digest commissioned an independent market research company to survey New Zealanders’ opinions on leading brands across 71 categories.
The top 20 most trusted of all brands across all categories surveyed:
1. Whittaker’s 11. Dettol
2. Hato Hone St John 12. Anchor
3. Mitre 10 13. Arnott’s
4. Canon 14. Panadol
5. Resene 15. Fisher & Paykel
6. Toyota 16. Dilmah
7. Tip Top 17. Sleepyhead
8. Samsung 18. Yates
9. Mainland 19. Weber
10. Cookie Time 20. Huntley & Palmers
• Each of these 1700 participants completed an online questionnaire asking them to name the brands that they trust for each of the 71 categories. This was an unprompted question to ensure the rating of top brands across all participating categories, was without prejudice.
• The participants were then asked to rate which was their most trusted brand in each category and explain why.
• In each category, one overall winner was awarded, along with two highly commended brands.
• The brands awarded overall winner and highly commended scored higher in their respective categories than the other brands polled.
