New Zealanders have chosen their most trusted brands once again with the 2022 Reader’s Digest Trusted Brands Survey, and Whittaker’s has come out on top for the 11th year in a row.



Tangible Media


Sheron White, APAC Reader’s Digest Advertising and Retail Director, says the key to earning Kiwis trust is remaining “consistent to the promises it makes to consumers”. Of the brands surveyed, many other familiar Kiwi favourites featured, including St John New Zealand which came second, Mitre 10 in third place and Tip Top in fourth place. The Trusted Brand Awards recognise brands that have continued to build on consumers’ trust and consistently responded to customer concerns while also expanding services and product ranges to suit changing market demands. “Trust in consumer brands takes years of careful planning, execution and nurturing,” says Reader’s Digest Editor-in-chief, Louise Waterson. “But during challenging times, and the past year has been one of the most difficult on record, we’ve seen quality brands live up to their promises to their customers. These brands have been able to win and retain the trust of their customers.” The Trusted Brands Survey covers a range of products and services across 71 categories, and are selected by New Zealanders. Co-chief Operating Officer Holly Whittaker says Whittaker’s is founded on the belief that “best is always better”. “Although the past few years have been difficult for everyone, our team has maintained these beliefs to achieve growth and innovation,” she says. The family-owned-and-run business will spend this year continuing to focus on making “Good Honest Chocolate” while supporting Kiwi charities, working towards its goal of 100 percent sustainable packaging and 100 percent full traceability for all cocoa beans by 2025 and nurturing relationships with coca farmers and their communities. The Reader’s Digest Trusted Brands Survey is an independently commissioned poll of more than 1,800 New Zealand consumers, by leading research company Catalyst Research. Brands included in the list to be rated were generated by asking local participants for their most trusted brands and was unprompted to ensure the rating of top brands in each category was without prejudice. Each respondent was asked to score each brand out of ten, as well as providing comments on their most trusted brand within each category – providing key drivers of trust for consumers. The top 20 winners scored higher in their respective categories than the other brands polled, and are listed above.