Farmers and Pak’n Save named some of NZ’s most trusted brands, Mitre 10 snubbed

  • News
  • July 27, 2015
  • Elly Strang
Farmers and Pak’n Save named some of NZ’s most trusted brands, Mitre 10 snubbed

The top 10 are listed below:

1. Whittaker’s

2. Dettol

3. Toyota

4. Sony

5. Panadol

6. Tip Top ice cream

7. Yates

8. Resene

9 . Sleepyhead

10. Janola

The amount of brands that were included in the survey isn’t clear, but Reader’s Digest says 1211 New Zealand adults were surveyed about 41 categories of products and services.

According to those surveyed, these are some of the qualities that people attribute to a trusted brand:

  • “Premium quality at an affordable price”
  • “Everlasting, reliable and cost-effective”
  • “Top quality and innovative”
  • “Well-known brand”
  • “Has a positive reputation”
  • “Business longevity”
  • “Owned or made in New Zealand”

Some of these responses may be regarded as naïve, as trust is defined as “believe in the reliability, truth, or ability of.”

Even if a brand is well known, it may not have the best of intentions.

However some are more accurate, like having a positive reputation.

Word of mouth is a key indicator as to whether a brand is trusted, as companies like Nestle (who recently had a fiasco with changing Milo’s recipe) and Cadbury (who lost a lot of consumer trust in their palm oil debacle) don’t feature.

Reader’s Digest says the results show the size of a company doesn’t predict its reputation, as “family-sized companies continue to win consumers’ regard just as much as multinationals”.

This bears some truth, yet the winners are all large, well-known brands, rather than smaller-scale Kiwi companies.

Ultimately, it seems it boils down to brands that are very familiar within households.

An interesting brand featuring in the list is Sanitarium, which has been the subject of controversy for its tax-exempt status as a charity.

The Seventh-day Adventist Church founded the company 100 years ago to promote plant-based health foods, which include Ricies and WeetBix.

A report released by The New Zealand Initiative earlier this year was damning.

It found that the rules in place for the taxing of charities gives them an upper hand over competitors and proposed they be taxed like their competitors, like Hubbards, which has had to settle for ‘highly commended’.

It makes sense Sanitarium tops the list, as Euromonitor’s country report on breakfast cereals found it had the biggest market share, at 31 percent.

The winner of New Zealand’s Most Trusted Brand, Whittaker’s, won the award for the fourth year in a row.

Some other examples of retailers who won their specific categories:

Supermarkets: Pak'n Save
Retailers excluding supermarkets: Farmers
Sports stores: Kathmandu
Paints: Resene
Carpets: Cavalier Bremworth
Supermarket home brand: Pams
Brewers: Heineken
Banks: Kiwibank
Petrol companies: Z

Highly commended:

New World
Rebel Sports
The Warehouse
AMI Insurance
Noel Leeming

The Warehouse’s Noel Leeming and red sheds got a spot on the highly commended list, but didn’t take out any of the categories, which will no doubt be a blow.

This honour instead went to Farmers for more trusted retail store, which was recently the subject of controversy after transgender personality Mary Haddock-Staniland was treated poorly at one of their stores.

One surprising omission from the list was Mitre 10, which was number nine on the top 10 list last year.

Mitre 10 has cultivated a huge social media following that seem to trust the brand quite a great deal when it comes to DIY, so it’s surprising it dropped off the list.

We contacted Mitre 10 for comment but haven’t had a response.

Sanitarium and Watties have also dropped from the top 10.

Resene, Janola and Sleepyhead have taken their places.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Shoptalk 2019: The city of lights delivers

Juanita Neville-Te Rito shares a sprinkle of retail magic from Las Vegas retail conference Shoptalk.


Consumer confidence falls again, but still optimistic

  • News
  • June 20, 2019
  • Radio New Zealand
Consumer confidence falls again, but still optimistic

Consumers remain downbeat about the future of the economy, but are more upbeat about their own financial situations.

Read more

Automation will help retailers focus on customers

  • News
  • June 19, 2019
  • The Register team
Automation will help retailers focus on customers

More than 100 retailers have gathered at Freedom Furniture’s new Newmarket flagship to consider what the upcoming wave of automation technology offers for the industry. Speakers included Pier Smulders from Alibaba Group and Soul Machines’ Hilary O’Connor.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

A guide to the four favourite business f***-ups I've made

  • Opinion
  • June 18, 2019
  • Wendy Thompson
A guide to the four favourite business f***-ups I've made

Wendy Thompson is the founder and CEO of the successful social media marketing agency Socialites, and has 16 years digital marketing experience in some of New Zealand's top advertising agencies. However. that doesn't mean she hasn't made her fair share of mistakes in her career. Here, in her typically colourful way, she shares four mistakes she's learnt from all her years in business – and the important lessons she learnt from them.

Read more

The Kiwi start-up making edible coffee cups a reality

  • Design
  • June 18, 2019
  • Sarah Dunn
The Kiwi start-up making edible coffee cups a reality

The vanilla-flavoured, sog-resistant edible cups produced by Auckland company Twiice were four years in the making, but now they’re on the menu at Auckland cafes. We gave them a taste.

Read more

Alibaba runs its Ecommerce Expo in New Zealand for the first time

Chinese conglomerate Alibaba Group reported revenue of more than US$56 billion this year, and in it owns the world’s largest online B2B trading platform ...

Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit