THE ULTIMATE SEAL OF CONSUMER APPROVAL

100% voted by Consumers
TRUSTED BRANDS
22^ND ANNIVERSARY

See the brands Australians have voted as most trusted in the country
View Winners View Winners

THE ULTIMATE SEAL OF CONSUMER APPROVAL

100% voted by Consumers

BRANDS CONSUMERS CAN TRUST

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 Australian 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

Australian Iconic Brand

Aged Care & Retirement Villages

Air Conditioner

Australian wine Subscription

BARBECUES

BREAKFAST FOOD

CAR RENTAL

CHARITY

Charities

Confectionery

Cruise Operator

Cruise Operators

DIY Power Tools

Fabric Softener/Conditioner

FUNERAL INSURANCE

GARDEN POWER TOOLS

GARDENING PRODUCTS

Hearing Services

Honey

Household Cleaning PRODUCTS

Humidifiers and Vaporisers

Incontinence Products

JEWELLERS

LAUNDRY APPLIANCES

LAUNDRY Detergents

LawnMowers

Life INSURANCE

Milk

OPTOMETRISTS

OVENS

Pain Relief

Pet Care

Pet Insurance

Paint

Plaster/Adhesive Bandages

Property Developers

Retailers (exc. Supermarkets)

SOLAR PANELS

Sugar Substitutes

Sunscreen

Superannuation

Tea

Tyres

VEGAN/VEGETARIAN FOOD

Methodology

How Our Trusted Brands Survey Was Conducted

Catalyst Research

We commissioned a leading Australian research company Catalyst Research to survey a representative sample of the Australian population. Over 3000 adults were asked to rate the brands they trust the most. They scored over 70 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 Australia for their most trusted brands. This was an unprompted question to ensure the rating of top brands in each category, as selected by Australians, 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.
See the
Winning
Brands

2021 Results

We are confident that the results of the 2021 Reader’s Digest Trusted Brands survey provide a truly accurate measurement of Australian consumer sentiment.