BRANDS CONSUMERS CAN TRUST
In our 103rd Anniversary Year, Reader’s Digest’s Annual Trusted Brands Awards celebrates the brands New Zealanders trust the most.
For the 26th 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 New Zealand 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
Confectionery,Most Trusted Of All Brands Surveyed,New Zealand Iconic Brand
Aged Care & Retirement Villages
Aged Care & Retirement Villages
Aged Care & Retirement Villages
Barbecues
Beds
Biscuits
Car Loan Providers
Charities
Charities
Cleaning Products
Cookies
Cooking Appliances
Curtain & Blind Installers
Curtain & Blind Installers
DIY Power Tools
Early Childhood Centres
Functional Sports Bars
Functional Sports Bars
Funeral Insurance
Funeral Insurance
Garages & Sleepouts
General Insurance (home, contents, car)
Health Insurance
Hearing Services
Hearing Services
Heat Pumps
Heat Pumps
Home Builders
Home Builders
Home Health Care
Home Health Care
Home Ventilation Systems
Honey
Honey
Kitchen Designers & Manufacturers
Kitchen Designers & Manufacturers
Laundry Appliances
Laundry Detergents
Laundry Detergents
Laundry Detergents
Lawnmowers
Life Insurance
New Zealand Wines
Optometrists
Paints
Pet Insurance
Pet Insurance
Real Estate Agencies
Solar Panel Installers
Specialist KiwiSaver Providers
Sunscreens
Travel Insurance
Tyres
Used Vehicle Dealerships
Used Vehicle Dealerships
Vitamins & Supplements
MOST TRUSTED
*of all brands
surveyed
METHODOLOGY
How Our Trusted Brands Survey Was Conducted"
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Catalyst Research
The 2025 Trusted Brands survey was independently conducted by leading research company Catalyst Research. It invited a sample of about 1800 Kiwi adults, from every state and territory, to rate the brands they trust the most. They scored over 67 categories of products and services across a broad range of industries.
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Scoping
Brands included in the list to be rated were generated by asking consumers in New Zealand for their most trusted brands. This was an unprompted question to ensure the rating of top brands in each category, as selected by Kiwis, was without prejudice.
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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.
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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.
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2025 Results
We are confident that the results of the 2025 Reader's Digest Trusted Brands survey provide a truly accurate measurement of New Zealand consumer sentiment.