Readers Digest reveal most trusted Australian brands

Josh McDonnell
By Josh McDonnell | 21 May 2018

Band-Aid has taken out the top spot in Readers Digest most 'Trusted Brands' survey for 2018.

Following a poll of 2,400 consumers, results revealed that brands in the first-aid and healthcare sectors rated the most highly with consumers, with Dettol at a close second spot.

Brands such as Colgate and Gillette came in at third and fourth respectively, with Cancer Council sunscreen closing out the list at 15.

Household Australian favourite Vegemite scraped in at fourteenth spot, while other home-related brands such as Dulux, Dyson and Weber made the list.

YouGov also conducted research as part of the survey to evaluate the importance of a brand carrying a 'trusted' label.

It found that 81% of Australians are more likely to buy a product or service that has received a recognised award if the price and specifications are similar to alternatives.

It also found that 42%, millennials are more likely to have heard of Trusted Brands or recognise the Trustmark logo, compared to Gen X and Baby Boomers.

“As we’ve seen so clearly this year, trust can be hard earned and easily lost, and it can definitely be the difference between success and failure,” Australian Readers Digest group editor Louise Waterson says.

“It is built on quality, consistency, honesty and delivering on your promise. Trust matters socongratulations to those who have managed to earn it. They enjoy a hard-fought competitive advantage in this day and age.”

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


Dettol (First Aid)

Colgate (Toothpaste)Gillette







Aerogard (Body Insect Repellent)



Cancer Council (Sunscreen) 

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