Reader’s Digest has announced the results of the 26th Annual Trusted Brands survey. For Australians, the results speak volumes about the formula trusted brands need in today’s volatile market – retaining trust during a cost-of-living crisis is all about being focused on relevant innovation, genuine value-for-money and, above all, authenticity. The 2025 Reader’s Digest Trusted Brands Survey reveals that the brands Australians trust most are working harder than ever to help ease their customers’ ever-changing financial challenges, says Reader’s Digest Editor-in-Chief Louise Waterson.
She says that winning brands understand that in the current financial climate customers have ever-tightening budgets, and so hasty purchases based on brand loyalty alone have been replaced by careful assessment of a brands’ promises, innovation and reliability.
“The past 12 months has seen many challenges in the economy that have impacted on consumers; as a result there’s a greater need for brands to not rely solely on their reputations – instead it’s about working harder to be value for money,” says Louise Waterson. “The cost of living crisis is being felt across all Australian communities. The brands voted the most trusted in their category adjusted their efforts to delivering products and services that have clear financial benefits over their competitors.”
The results of this year’s survey indicate that, in some categories, more established brands have been overlooked for those offering their customers better value. That’s why, for the first time in our survey’s history, Aldi has been voted the Most Trusted Supermarket in the country, over the two bigger players.
Since commencing flights to Australia back in 1967, global carrier Singapore Airlines has grown to become a leader among airlines. This year marks the third consecutive year the airline has won the Most Trusted Airlines, as voted by Australian travelling consumers.
For over a quarter of a century, our Trusted Brands survey has seen homegrown brands enjoy success in securing trust. This year’s Most Highly Commended Trusted Mattress brand is Koala Mattress. For the past ten years, Koala Mattress, a company founded by two childhood friends, has offered quality, flexible and sustainable products that reflect the needs of modern life.
A beloved feature of Australian backyards, Weber once again is the all-time favourite of the Australians, helping to create millions of memorable moments with both friends and family. This is the twelfth consecutive year Weber have won the title of Most Trusted Barbecues.
When times are challenging, loyal customers often need to change their purchasing habits. But any brand that operates its business on the basis of offering exceptional quality that’s easy on the pocket will not only keep existing customers but also welcome new ones. Award-winning trusted brands work tirelessly to uphold the core trust values, regardless of the challenges.
Reader’s Digest commissioned independent market research company Catalyst Consultancy & Research to survey Australians’ opinions on leading brands across 67 categories. With the survey now in its 26th year, a total of 4150 Australians of a mixed demographic were asked to rate their levels of trust in well-known brands.
In the Top 20 Most Trusted Brands List, Dettol once again reigns supreme, being voted the No. 1 brand Australians trust most when injury and illness hits.
The survey has been conducted for 26 consecutive years. During this time, a number of brands have repeatedly been rewarded by the Australian population for capturing their trust. Reader’s Digest offers congratulations to these repeat stand-out performers: SpecSavers, Cadbury, Fujitsu, Bridgestone, Stihl, Bosch, Weet-Bix and Panadol.
The Top 20 Most Trusted Brands – across all categories are listed here:
1. Dettol
2. Dulux
3. Toyota
4. Panadol
5. Cancer Council (sunscreen)
6. Cadbury
7. Bunnings Warehouse
8. Weber
9. Royal Flying Doctor Service
10. Bridgestone
11. Selleys
12. Vicks
13. Singapore Airlines
14. Vanish
15. Bosch
16. Finish
17. Fisher & Paykel
18. Victa
19. Breville
20. Lipton
Announcing The Most Trusted Brands For 2025 !
