Reader’s Digest drops Australia's Trusted Brands winners for 2026

Dettol has once again been named as Australia’s most trusted brand, according to the Reader’s Digest Trusted Brands survey.

The 27th annual study, conducted by Catalyst Consultancy and Research and based on responses from 4,187 Australians across 67 categories, highlights a clear shift in consumer behaviour as economic pressures reshape purchasing decisions.

Panadol came in second, while Toyota maintained its position as the most trusted car brand for the 27th consecutive year. Bunnings remained the most iconic brand.

Weber climbed to sixth overall and secured the BBQ category for the 13th consecutive year, reflecting Australia’s strong backyard culture.
Commonwealth Bank was again named Bank of the Year, reinforcing its position in the financial sector.

Singapore Airlines also continued its strong performance, securing its fourth consecutive year as the most trusted airline.

Loyalty no longer guaranteed

The findings suggest trust is no longer built on brand familiarity alone. Instead, consumers are placing greater emphasis on whether brands consistently deliver on their promises.

Cameron Gentle, managing director of Catalyst Consultancy and Research, said tightening household budgets is driving more deliberate decision-making.

“Blind brand loyalty is no longer enough; instead, consumers are conducting a much more careful assessment of whether a brand truly delivers on its word,” he said.

New challenges and rising players

The survey also highlighted emerging competition and shifting priorities across categories.

Among internet service providers, Telstra took the top spot, followed closely by Aussie Broadband, which gained recognition for its local customer service and approachable brand tone.

In a newly introduced category, Solahart was named the most trusted solar panel brand, reflecting Australia’s growing adoption of renewable energy solutions.

Trust as the ultimate currency

Algy Pereira, CEO of Direct Group, incorporating Reader’s Digest, said trust is becoming a defining factor in today’s market.

"Commonwealth Bank’s repeat success as Bank of the Year is a powerful reflection of the deep-seated trust they have built with the public. In today’s market, trust is the ultimate currency."

The broader results show that when times are challenging, consumers reassess where they spend, rewarding brands that deliver consistent quality, affordability and care.

Full top 20 trusted brands

This year’s top 20 includes Dettol, Panadol, Toyota, Bunnings, Dulux, Weber, Cadbury, Royal Flying Doctor Service, Vicks, Twinings, Bridgestone, Selleys, Vanish, Samsung, Singapore Airlines, Victa, Sanitarium Weet-Bix, Sealy, Yates and Daikin.

Main image: Reader’s Digest

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