Five food and beverage companies feature in Reader’s Digest Top 20 Most Trusted Brands survey, with Cadbury at #4, Woolworths #5, Twinings #12, Bega Cheese #13, and Dairy Farmers #14.
Readers Digest managing editor Zoe Meunier told Food & Drink Business that despite the upheaval experienced over the past two years, the results of the Trusted Brands survey remained consistent with the results of previous years.
“The principles guiding and influencing consumer trust continue to be longevity, reliability and consistency. Those brands that remained true to these core values of trust continued to hold the trust of their customers,” said Meunier.
Meunier added that it was great to see Cadbury so well represented.
“As well as winning the Most Trusted Confectionery, it placed top 4 in the Top 20 Most Trusted Brands overall. This year is their 100th anniversary, so people are obviously feeling very appreciative of the special place Cadbury has had in their hearts over many generations,” Meunier said.
A spokesperson for Woolworths told Food & Drink Business that Woolworths was always striving to create better experiences for their customers.
“This recognition as Australia’s most trusted supermarket is a testament to the dedication and hard work of our team members across the country. We believe that actions speak louder than words, and we will continue to focus on meeting our customers’ needs and providing exciting and convenient experiences,” said the spokesperson.
The brands in food and beverage categories that Australian’s trust the most:
Breakfast Food
Winner: Weetbix
Highly commended: Uncle Toby’s Oats
Highly commended: Carman’s
Cheese
Winner: Bega
Highly commended: Mainland
Highly commended: Devondale
Confectionery
Winner: Cadbury
Highly commended: Lindt
Highly commended: Darrell Lea
Honey
Winner: Manuka Health
Highly commended: Capilano
Highly commended: Beechworth Honey
Milk
Winner: Dairy Farmers
Highly commended: Devondale
Highly commended: Pauls
Sugar Substitutes
Winner: Equal
Highly commended: Natvia
Highly commended: Splenda
Supermarkets
Winner: Woolworths
Highly commended: Coles
Highly commended: Aldi
Tea
Winner: Twinings
Highly commended: Lipton
Highly commended: Dilmah
Vegetarian/Vegan
Winner: Vegie Delights
Highly commended: Yumi’s
Highly commended: Quorn
Yoghurt
Winner: Dairy Farmers
Highly commended: Tamar Valley
Highly commended: Yoplait
The Trusted Brands survey covers a comprehensive range of products and services across 75 categories, including the new Residential Aged Care category.
Reader’s Digest editor-in-chief, Louise Waterson said that trust in consumer brands takes years of careful planning, execution and nurturing.
“During challenging times, and the past year has been one of the most difficult on record, we’ve seen quality brands live up to their promises to their customers. These brands have been able to win and retain the trust of their customers,” said Waterson.
The Trusted Brands Survey is an independently commissioned poll, carried out by Catalyst Research, sampling 3000 consumers.
