Colgate: Australia’s most trusted brand

Foods and humdrum domestic products dominate a list of the most trusted brands in Australia, according to research from Reader’s Digest.

Colgate is the country’s most trusted brand, followed by disinfectant brand Dettol. Cadbury is third, then Panadol and Band-Aid.

Nokia is the only technology brand to make the top ten.

By category, none of the big four banks appeared in the most trusted banks list. Bunnings was the most trusted retailer, Subway the most trusted fast food and Dyson the most trusted home appliance.

Last year, when a different survey company – The Digital Edge – was used, Band-Aid topped the survey, followed by Cadbury, Panadol, Sony and Colgate.

(October 22 2011 update: Concerns have been raised by the ABC’s Media Watch about the quality of research carried out by McCrindle research. However, Reader’s Digest states that the research carried out on its behalf was based on a thorough methodology.)

Australia’s most trusted brands according to the research:

  1. Colgate
  2. Dettol
  3. Cadbury
  4. Panadol
  5. Band-Aid
  6. Pine O Cleen
  7. Nokia
  8. Gillette
  9. Dairy Farmers
  10. Peters

The survey was conducted by McCrindle Research with a sample size of 1,200 Australians in January 2011.

The most trusted brands by category

Winner: Toyota
Highly commended: BMW, Holden

Winner:  Bendigo Bank
Highly commended: St George, ING

Mobile phones
Winner: Nokia
Highly commended: Apple iPhone, Sony

Winner: Bunnings
Highly commended: Woolworths/Safeway, Target

Home entertainment
Winner: Sony
Highly commended: Panasonic, Apple

Winner:  Milo
Highly commended: Dairy Farmers, Schweppes

Fast Food
Winner: Subway
Highly commended: Hungry Jack’s, McDonald’s

Breakfast food
Winner: Uncle Toby’s
Highly commended: Sanitarium, Kellogg’s

Winner: Cadbury
Highly commended: Natural Confectionery Co, Mars

Winner: Dairy Farmers
Highly commended: Peters, Streets

Frozen Foods
Winner: Heinz
Highly commended: Bird’s Eye, Ingham

Winner: Johnson & Johnson
Highly commended: Nivea, Olay

Shampoo and conditioner
Winner Johnson & Johnson
Highly commended: Dove, Sunsilk

Cleaning products
Winnter:  Pine O Clean
Highly commended: Vanish NapiSan, White King

White goods
Winner: Fisher & Paykel
Highly commended: Westinghouse, Miele

Winner: NRMA
Highly commended: AAMI, Suncorp

Home appliances
Winner: Dyson
Highly commended: Breville, Sunbeam

‘Iconic brands’
Winner: Vegemite
Highly commended: Bunnings, Campbell Arnott’s



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