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Trusted Brands NZ 2019

Trusted Brands NZ 2019

Iconic New Zealand chocolate brand, Whittaker’s, has made Reader’s Digest history, winning its coveted Most Trusted of all Brands Survey title for eight consecutive years.

Reader’s Digest has today released its 2019 NZ Most Trusted Brands results with Whittaker’s again emerging the superstar. Not only has the company won Most Trusted Brand of All brands surveyed for numerous years, it has also been confectionery category winner every year since 2011 as well as the winner of the NZ Iconic Brand accolade since 2013.

This year is the 20th anniversary of the Trusted Brands survey and Reader’s Digest Australasian editor-in-chief Louise Waterson says the milestone marks a perfect time to acknowledge brands that have won the trust of New Zealanders over the past two decades.

“Whittaker’s consecutive winning result as Most Trusted Brand of All Brands surveyed sets a new benchmark. Eight consecutive years is an amazing result and unprecedented across Australasia,” she says.

She acknowledges other New Zealand companies that have also been on the podium for many consecutive years.

“Only the very best of brands can manage this. It speaks highly of how genuine, authentic, reliable and consistent they are.”

Examples include Dettol, Healtheries and AA Insurance that are nine-time winners in their respective categories; Resene is an eight-time winner. Similarly, Harcourts has been a winner for all seven years its category has been included in the survey, and Ryman Health Care has scored top place five years out of six in its sector. St John New Zealand, GJ Gardner, Yates, Schwarzkopf, Panadol, Sleepyhead, AMI, Cavalier Bremworth and Lockwood are examples of other repeated winners.

Like Whittaker’s, some brands score more than one award each year, with Fisher & Paykel a case in point – cleaning up the Laundry Appliance, Large Kitchen Appliances and Cooking Appliances categories.

Also being celebrated are the new names in amongst this year’s winners. Toyota Signature Class took the top spot in the second hand/used car sales category, followed by Turners; Selleys impressed in the world of glues and construction adhesives, while Campbell’s Real Stock is the most trusted cooking stock.

The annual Reader’s Digest survey has grown over the years to now include 68 categories of products and services, reflecting a broad range of industries. The full results, including highly commended accolades, appear in the May 2019 edition of Reader’s Digest and can be found

Those who scored in the top 20 highest ranking brands – in order of rating - this year are as follows:

Whittaker’s Confectionery/Iconic brands
St John New Zealand Charities
Tip Top Ice Cream
Canon Digital Camera
Westpac Rescue Helicopter Charities
Toyota Cars
Resene Paint
Dettol Cleaning Products
Samsung Electronics (TV & home entertainment)
Fisher & Paykel Cooking Appliances
Nikon Digital Camera
Mitre 10 Home Improvement
Mainland Cheese
Sony Electronics (TV & home entertainment)
SPCA Charities
Sleepyhead Beds
Dilmah Tea
JIF Cleaning products
Kapiti Ice Cream
Vogels Bread

The Reader’s Digest Trusted Brands Survey was conducted by Catalyst Research who surveyed a representative sample of 1,600 New Zealand adults. Respondents were selected to reflect the demographics of the general population and were tasked with completing an on-line questionnaire.

The range of categories included, for example: beds, DIY tools, tyres, carpet, paint, cleaning products, bicycles, car rentals, insurance, hair care, home-builders, jewellers, heat pumps, real estate, vitamins and supplements, supermarkets, tea and toddler milk formula.

Background information

How the Reader’s Digest Trusted Brands Survey was conducted:

Catalyst Research

Reader’s Digest commissioned one of the most recognised market research companies in New Zealand - Catalyst Research - to survey a representative sample of 1,600 New Zealand adults on their most trusted brands in 68 categories of products and services across a broad range of industries.


Brands included in the list to be rated were generated by asking New Zealand consumers for their most trusted brands. This was an unprompted question to ensure the rating of top brands in each category, as selected by New Zealanders 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.

Trusted Brand Rating

Each category contains one winning, and two highly commended brands. These brands scored higher in their respective categories than the other brands polled.

2019 Results

Reader’s Digest is confident the results of the survey are a true and accurate measurement of New Zealand consumer sentiments in 2019.

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