Australia's 10 most trusted brands

A supermarket giant has taken out the title as Australia’s most trusted brand, and it’s not who you’d think.

Last year’s top brand, Qantas, has fallen to fourth place for 2018, leaving room for supermarket retailer Aldi to stride in and take out pole position, according to recent Roy Morgan data.

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Aldi’s main supermarket rivals Woolworths and Coles are also rated highly when considering trust but still fell behind Aldi on Net Trust Score (NTS) due to their much higher levels of distrust.

Despite ALDI’s strong performance with the top NTS of any brand, supermarkets as a category have a minus NTS falling behind other industries such as Automotive, Consumer Product Brands, Travel, and Technology.

Top brands in Australia ranked by positive NTS:

1. ALDI

2. NRMA

3. Bendigo Bank

4. Qantas

5. Bunnings

6. Kmart

7. ABC Network

8. IGA

9. Australia Post

10. ING

“The success of ALDI’s entrance to the Australian market has been built not only on discount prices but also a reputation for reliability and meeting the needs of consumers,” according to Roy Morgan CEO Michele Levine.

“ALDI’s ability to excel at its core competencies has built a level of trust in the Australian market without at the same time attracting the degree of distrust seen by its rivals.”

She added: “To rise to meet the challenge presented by ALDI, and other newer entrants into grocery category such as Amazon Fresh, Costco and Kaufland, traditional market leaders Coles and Woolworths need to develop strategies to reduce their growing levels of distrust.”