Dettol takes top spot as Australia's most trusted brand

Paige Murphy
By Paige Murphy | 29 April 2019

Dettol has been revealed as the most trusted brand amongst Australian consumers in the Reader's Digest Trusted Brands survey.

The independently conducted survey polled a cross-section of 3,000 people with more than 70 consumer categories including sectors such as aged care/retirement villages, property developers and airlines.

Vegemite took out the spot as the nation's most 'iconic' brand, while the Cancer Council was deemed the most trusted charity organisation.

Readers Digest
Australia's top 20 most trusted brands

Australian Reader's Digest editor-in-chief Louise Waterson says that the "value of being a trusted brand" is more important than ever.

"The digital world is awash with fake news and social media tribes, which can make consumer trust hard to earn and maintain. But the value of being a trusted brand shouldn’t be ignored as it truly matters to consumers,” Waterson says.

"Ultimately, trust is built on the traditional foundations of quality, consistency, honesty and delivering on your promise. Trust matters. So congratulations to those who have managed to earn it. They enjoy a hard-fought competitive advantage.”

Reader's Digest launched the Trusted Brands survey in 1999 in response to Australians seeking a reliable source to help them identify those brands which were the most reliable and trusted.

Celebrating its 20th anniversary, the survey has since expanded from 11 categories to 71 categories covering a broad range of sectors.

Last year's survey, saw Band-Aid take out the top spot with Dettol following behind at second.




Below is the complete list, including some of the brands' previous campaigns:








  • Panadol

  • Colgate

  • Bunnings

  • Weber

  • Dyson

  • Cadbury

  • Lindt

  • Selleys

  • Victa

  • Finish

  • Bega Cheese

  • Mortein

  • Dulux

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