Announcing The Most Trusted Brands For 2025

The results of the 2025 Most Trusted Brands survey have been announced, offering valuable insight into what New Zealanders look for in brands today. In a volatile market shaped by a cost-of-living crisis, the key to retaining consumer trust lies in relevant innovation, genuine value-for-money, and, most importantly, authenticity.

The 2025 Trusted Brands Survey highlights that New Zealanders place their trust in brands that respond to financial pressures with genuine value, reliability, and innovation. In today’s economic climate, reputation alone is not enough—consumers are choosing brands that deliver real benefits. The most trusted brands have adapted by offering practical, cost-effective solutions that meet the needs of households facing a cost-of-living crisis.

To achieve a genuine reflection of the evolving marketplace, each year new categories are included in the survey. This year’s new category, Home Health Care, saw the efforts of Healthcare NZ celebrated as the Most Trusted Brand in the category, and Geneva Healthcare win Highly Commended. Congratulations to these outstanding healthcare providers.

For over a quarter of a century, the Trusted Brands survey has seen homegrown Kiwi brands enjoy success in securing the trust of New Zealand consumers. Two local brands worth highlighting are ecostore and Nothing Naughty. ecostore, which won Highly Commended in the Laundry Detergent category, is trusted for its safer yet powerful cleaning using gentle-on-the-environment ingredients. While Nothing Naughty sports bars received high acclaim winning Highly Commended in the Functional Sports Bars category for its authentic, natural and healthy protein snacks.

This year also marks a huge achievement for Whittaker’s, with the much-loved chocolate brand celebrating 15 consecutive years of being named New Zealand’s Most Trusted Confectionery brand. Congratulations to all the team at Whittaker’s for winning Most Trusted Confectionery, Most Trusted New Zealand Iconic Brands, AND Most Trusted Of All Brands Surveyed for 2025.

Sleepyhead has once again been recognised as New Zealand’s Most Trusted Bed Brand, marking an impressive 12th consecutive year at the top. In a highly competitive category where comfort, durability, and innovation are paramount, Sleepyhead continues to lead by delivering high-quality, locally made mattresses designed specifically for Kiwi needs. This enduring trust reflects the brand’s unwavering commitment to craftsmanship, innovation, and customer satisfaction.

When times are challenging, loyal customers often need to change their purchasing habits. But any brand that operates its business on the basis of offering exceptional quality that’s easy on the pocket will not only keep existing customers but welcome new ones. Award-winning trusted brands work tirelessly to uphold the core trust values, regardless of the challenges.

Now in its 26th year, the Trusted Brands survey was conducted by independent market research firm Catalyst Consultancy & Research. The study measured trust levels across 67 categories, with responses gathered from a nationally representative sample of 1,780 New Zealanders.

The Top 20 Most Trusted Of All Brands – across all categories surveyed:
1. Whittaker’s                                     11. Tip Top
2. Westpac Rescue Helicopter            12. Weber
3. Toyota                                             13. Canon
4. Mitre 10                                          14. Resene
5. Samsung                                         15. Bridgestone
6. Dettol                                              16. Dilmah
7. Fisher & Paykel                                17. Stihl
8. Arnott’s                                            18. Cookie Time
9. Panadol                                            19. Persil
10. Sleepyhead                                     20. Toyota Signature Class

The full list of the 2025 New Zealand’s Most Trusted Brands Awards winners can be found here https://www.trustedbrands.co.nz/

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