What are Australia’s most and least trusted brands?

Woolworths suffered the largest drop, falling 194 spots to become the fifth most distrusted brand.

Bunnings has once again been named Australia’s most trusted brand for the 12 months ending June 2024, according to a Roy Morgan survey.

This marks the third consecutive quarter that Bunnings has topped the trust rankings, following a decline in positions for previous leaders Woolworths and Coles earlier this year.

Supermarket Aldi held the second spot, whilst discount department store Kmart ranked third.

“For the first time in a year we have an unchanged top three most trusted brands in Australia with Bunnings, Aldi and Kmart again filling out the top three positions,” said Roy Morgan CEO Michele Levine.

“Bunnings is the only ‘survivor’ from the top rankings of a year ago, in third at the time behind then most trusted brands Woolworths and Coles. Both are now amongst Australia’s five most distrusted brands for the first time,” he added.

The top 10 brands saw minimal movement, with Toyota advancing one spot to fourth place, edging out Apple to round out the top five.

Noteworthy changes outside the top 10 include Bendigo Bank climbing two places to 11th, IGA rising one spot to 13th, Nike entering the top 20 for the first time at 16th, ING moving up one position to 17th, and David Jones improving one spot to 18th.

The strong performances of Aldi and IGA, both securely placed within the top 15 most trusted brands, highlight that not all supermarkets have lost consumer trust amid the current cost of living crisis.

Meanwhile, telecommunications giant Optus has retained its position as Australia's most distrusted brand for the fourth straight quarter. Qantas has climbed to second place, overtaking Facebook/Meta, which now holds third.

Woolworths suffered the largest drop, falling 194 spots to become the fifth most distrusted brand, closely following Coles, now in fourth place.

The shift has affected other brands as well. Telstra dropped to sixth, X (formerly Twitter) to eighth, TikTok to ninth, and both Nestle and Amazon fell out of the top ten.

On the flip side, News Corp moved up to seventh, Temu rose to tenth, and BP entered the top 20 at 18th.

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