Reader’s Digest has announced the results of the 24th Annual Most Trusted Brands survey.
First place goes to Whittaker’s, who this year has won Most Trusted Confectionery, Most Trusted New Zealand Iconic Brands and Most Trusted Of All Brands Surveyed. Whittaker’s success is due to actively engaging with its community of chocolate lovers and integrating their feedback and ideas into its business strategy.
Other high-rating food brands include Tip Top (despite the Cookies and Cream debacle), Mainland, Anchor, Dimah and Huntley and Palmers. This confirms that the way to New Zealanders’ heart is through sugar, cheese, tea, and very bland crackers. We like what we like.
The Top 20 Most Trusted Of All Brands – across all categories surveyed:
- Hato Hone St John
- Mitre 10
- Tip Top
- Cookie Time
- Fisher & Paykel
- Huntley & Palmers
The full list of the 2023 New Zealand’s Most Trusted Brands Awards winners can be seen here https://www.trustedbrands.co.nz/
A representative sample of 1700 New Zealanders participated in the survey, which applied the following methodology:
- 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.