A national survey has found ALDI is the most trusted brand in Australia.
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The latest Roy Morgan Net Trust Score (NTS) survey revealed Australians also trust Qantas and Bunnings.
The survey claims ALDI’s main supermarket rivals Woolworths and Coles are rated highly when considering trust but 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.
An ALDI Australia Dubbo spokesperson said they were “delighted” at being named the most trusted brand in Australia.
“It’s a testament to the unbeatable value we offer Australian shoppers as well as our ongoing commitment to doing the right thing for our business partners, customers, employees, the community and the environment.
We’re proud of the trust Australians have put in our business,” the spokesperson said.
“Everything we do is designed with one purpose in mind: to provide our customers with the highest quality products at the best possible prices. We employ over 11,000 people across our stores, warehouses and corporate offices and partner with more than 1,000 Aussie suppliers.
“While we’re honoured to be Australia’s most trusted brand, our commitment to the highest standards means we’ll never be complacent. We’re constantly working on even bigger goals and more ambitious targets so we can continue to be proud of the work that we do.”
Roy Morgan CEO Michele Levine said the importance of trust to a brand’s sustainable future is increasingly recognised as a critical metric and “Nowhere is a high level of trust more important than when it comes to the provision of the food we eat,” she said.
“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.
“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.
“Measuring trust alone is never enough – we need to measure distrust and then subtract if from trust to reveal the accurate health of a brand.
“Although ALDI’s larger rivals both have high levels of trust, it is the number of Australians who express distrust in the two market leaders that they should be worried about.”
Top brands in Australia ranked by positive NTS:
ALDI
NRMA
Bendigo Bank
Qantas
Bunnings
Kmart
ABC Network
IGA
Australia Post
ING