Dettol is Australia’s most trusted brand – Reader’s Digest survey

The makers of hygiene products, chocolate and breakfast cereals are among Australia’s most trusted brands, according to a new survey.

Readers Digest surveys Australia top brands every year and has released the latest results. There are no significant changes compared with last year’s front-runners, with Colgate, Dettol, Cadbury, Panadol and Band-Aid all maintaing a place in the top ten.

Last year Nokia was in the top brands listed, but this year there are no technology brands in the top ten.

The top ten most trusted brands, in order are:

1. Dettol
2. Band-Aid
3. Panadol
4. Cadbury
5. Colgate
6. Elastoplast
7. Lindt
8. Betadine
9. Uncle Toby’s
10. Kellogg’s

Last year’s survey found Colgate was the nation’s most trusted brand. Bunnings was once again the most trusted retailer, with Dick Smith and Vegemite again holding the “Australian Icon” top three.

Australian Reader’s Digest Editor, Sue Carney said: “In uncertain times, it’s the brands which continue to offer quality and substance that hold our trust. They have a long history of being steadfast and safe, which makes them a hot property in modern day Australia.”

Australian Icons

Winner: Bunnings
Highly Commended:
Kraft
Vegemite
Dick Smith

Beauty & Skincare
Winner: Johnson & Johnson
Highly Commended:
Dove
Nivea

Banks
Winner: Commonwealth Bank
Highly Commended:
ING Direct
Bendigo Bank

Breakfast Food
Winner: Uncle Toby’s
Highly Commended:
Kellogg’s
Sanitarium

Car & Home Insurance
Winner: NRMA
Highly Commended:
AAMI
RACV

Car Brands
Winner: Toyota
Highly Commended:
BMW
Holden

Confectionery
Winner: Cadbury
Highly Commended:
Lindt
Nestlé

Dairy Brands
Winner: Dairy Farmers / Peters
Highly Commended:
Streets

First Aid Brands
Winner: Dettol
Highly Commended:
Band-Aid
Johnson & Johnson

Frozen Foods
Winner: Bird’s Eye
Highly Commended:
McCain
Heinz

Hair Care Brands
Winner: Dove
Highly Commended:
L’Oréal
Sunsilk

Household Cleaning Products
Winner: Pine O Cleen
Highly Commended:
Windex
White King

Kitchen Appliance Brands
Winner: Breville
Highly Commended:
Sunbeam
Kenwood

Laundry Cleaning Products
Winner: Vanish-Napisan
Highly Commended:
OMO
White King

Life Insurance
Winner: AMP
Highly Commended:
Suncorp
MLC

Pain Relief Brands
Winner: Panadol
Highly Commended:
Nurofen
Herron

Personal Care & Oral Health
Winner: Colgate
Highly Commended:
Gillette
Oral B

Pet Care Brands
Frontline Advantage
Highly Commended:
Excel Pet

Pet Food Brands
Winner: Pedigree
Highly Commended:
Whiskas
Purina

Retailers (excluding supermarkets)
Winner: Bunnings
Highly Commended:
Big W
Target

Supermarket Brands
Winner: Woolworths / Safeway
Highly Commended:
Coles
IGA

TV & Home Entertainment
Winner: Sony
Highly Commended:
Panasonic
Samsung

Vacuum Cleaner Brands
Winner: Dyson
Highly Commended:
Electrolux
Hoover

Vitamins & Supplements
Winner: Blackmores
Highly Commended:
Nature’s Own
Berocca

Whitegood Brands
Winner: Westinghouse
Highly Commended:
Fisher & Paykel
Kelvinator

This year’s survey was carried out on a survey group of 2,468 people and was conducted by Catalyst, who took over from previous market research agency McCrindle.

Comments


  1. kia
    25 Jul 12
    1:32 pm

  2. How can Kraft be an “Australian Icon”? It’s an American company that began in Chicago, Illinois.

  3. archie
    25 Jul 12
    1:50 pm

  4. McCrindle is still plying his trade on ACA, i think

  5. Wayne
    25 Jul 12
    8:13 pm

  6. @ archie. Only 68% of McCrindle’s research is totally made-up (although I just made that up.)

  7. audrey
    25 Jul 12
    9:01 pm

  8. my only interaction with the dettol brand that i can recall is my 16 year old self put some on a pimple in the hope of making it go away and it stung like hell.

    can only assume from that it would de-crap your floors too.

  9. AdGrunt
    25 Jul 12
    10:10 pm

  10. Any hint at the methodology?

  11. Statto
    25 Jul 12
    11:46 pm

  12. I thought it was 78% of statistics are made up?

    Didn’t I read another so called best brand stat thingy the other day and Apple was no 1? (Or was that a slightly different take?)

    I will quote John Cleese in The Life Of Brian:

    “He’s making it up as he goes along…”

    Yawn…