Trust in Woolies and Coles plummets, but Aussies love Aldi: Roy Morgan

As the supermarket duopoly is squeezed from all angles, Coles is now the ninth most distrusted brand in Australia — or, to put a positive spin on it, the 226th most-trusted brand. Woolies has gone from second most-trusted to not even making the top 30.

This is according to Roy Morgan’s trust ranking index for March, which saw Woolies slide from second place in the last survey, taken in December, to 34th, while Coles moved from fifth most-trusted to ninth least-trusted, a drop of 221 places.

Meanwhile, Aldi has slid into second most-trusted brand, with Bunnings again taking the top spot. K-mart jumped to third, while Apple and Toyota hold fourth and fifth place.

Australia Post has had a good start to the year, jumping from tenth to sixth-most-trusted brand, while NRMA and Samsung have entered the top ten, taking the places left by the supermarket giants.

Not surprisingly, Optus remains the least trusted brand by Australians, followed by Facebook/Meta, Qantas, Telstra, and News Corp.

None of those positions have changed since December.

“The fate of Woolworths and Coles reveals how quickly distrust can gain momentum and negatively impact a brand’s reputation,” explains Roy Morgan CEO Michele Levine.

“There’s an old Dutch saying that trust arrives on foot but leaves on horseback. In other words, trust is slow to win but quick to lose.

“The results serve as a salutary reminder for Bunnings which has retained high levels of trust based on extensive goodwill and reputational strength combined with a fairly stable, and minimal, level of distrust.”

Levine notes Temu as ‘one to watch’ in terms of creeping distrust.

“The ultra-cheap Chinese based online retailer Temu is attracting a fair share of negative criticism after bursting onto the Australian retail scene recently with accusations that ‘their pictures are not what you get’, ‘their products seem dodgy and of poor quality,’ ‘they collect the data of their customers,’ ‘they’re an organisation full of scammers’ and that the low prices means they must be ‘underpaying staff'”.


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