Dettol crowned 'most trusted' brand, Bunnings 'most iconic'

Dettol has been crowned Australia's most trusted brand in the 25th edition of Reader’s Digest Australia's annual survey, followed by Band-Aid and Cadbury.

The independent survey of over 4,000 Aussies across almost 70 categories - conducted via market research agency Catalyst - also found the Royal Flying Doctor service to be the most trusted charity. 

Bunnings topped the study's 'Most Iconic' category, a post previously claimed by brands including Vegemite and Hills Hoist.

Earlier this year, the household hardware and garden chain centre grabbed headlines when seven of its stores across Australia and New Zealand swapped the Bunnings name for Hammerbarn, inspired by an episode of hit animated children's show, Bluey. 

Cameron Gentle, director of Catalyst Research, said "it's been a very challenging few years" for brands in terms of earning and maintaining consumer trust.

The publisher pointed to a number of factors in recent years including cost-of-living pressures, the proliferation of online shopping, and the increasing influence of AI algorithms in determining what gets put in front of consumers.

"Ultimately, our category winners share a key common trait,” said Gentle.

“They consistently deliver on their promise. People have an expectation of what they’re going to get, and the particular product or organisation delivers what they’re after. Time and again.

“And the other key thing to note is that the people who were surveyed nominated these brands, unprompted – that is to say without any trigger lists of suggested candidates – in each category. So it’s a very clear reflection of the market sentiment at the time of polling.”

Weber won the survey's BBQ category, Singapore Airlines won for flights, Toyota for cars, Victoa for mowers, Panadol for pain relief, Lipton for tea, and Band-Aid for plasters and adhesives.

Overall, the top 15 most trusted brands according to the Reader's Digest survey were:

1. Dettol
2. Band-Aid
3. Cadbury
4. Bunnings
5. Dulux
6. Cancer Council (sunscreen)
7. Bridgestone
8. Panadol
9. Toyota
10. Bega
11. Weber
12. Royal Flying Doctor Service
13. Dairy Farmers
14. Glen 20
15. Selleys

See also: Woolworths crowned Australia’s biggest brand, as Qantas takes a big reputation hit