Supermarkets and major retailers most trusted brands in 2021: Woolworths, Coles, Bunnings, ALDI and Kmart
The exceptional growth in retail sales shows that Australians have been shopping at an unprecedented rate over the past two years, leading to major gains in confidence for major Australian retailers. Retailers accounted for seven of the top ten most trusted brands in the December 2021 quarter.
The first five most trusted brands in the December 2021 quarter, Woolworths, Coles, Bunnings Warehouse, ALDI and Kmart were in fifth place and all unchanged from the previous quarter. Also in the top 10, Myer moves up to ninth place and Big W to tenth place.
The top 10 also included Toyota, Australia’s best-selling automaker, and NRMA, the leading insurer. Big improvers in the December quarter include Australia Post, up six places to just outside the top 10 in 11th, and Apple, up six places to 15th.
Roy Morgan CEO Michele Levine presented a webinar on the latest results from Australia’s 20 most trusted and mistrusted brands:
Roy Morgan data scientists analyzed the nominations of over 20,000 Australians to identify the country’s 20 most trusted brands and 20 most suspicious brands.
According to Michele Levine, CEO of Roy Morgan, supermarkets and large retailers have been the big winners over the past two years as Australians ‘boosted’ by the pandemic relaunch and prevented from holidaying abroad have spent their money at home, driving retail sales to record highs:
“Major Australian retailers have experienced an exceptional pandemic, and the increase in retail sales has also boosted the level of confidence that Australians have in these companies which they have relied on for the past two years to properly maintain their fridges, cupboards and cabinets. -stocked.
“The two major supermarkets Woolworths and Coles again maintained their place as Australia’s most trusted brands in the December 2021 quarter, with major hardware retailer Bunnings Warehouse, supermarket colleague ALDI and department store Kmart occupying all their place in the top five.
“Other brands that improved their ratings include Myer, up one place to ninth place, Australia Post, up six places to 11th and Apple, up six places to 15th overall. . As Australia leaves behind the lockdown/border closure phase of the pandemic, it will be interesting to see if retailers can maintain their top spot when Australians have other options to spend their hard-earned cash. .
“The growing threat of inflation in the economy also presents a challenge for retailers as to whether to pass the costs on to consumers or let inflation in the supply chain eat away at their profitability.
Roy Morgan analysis also reveals list of Australia’s top 20 companies most suspicious brands with McDonald’s entering the top 20 for the first time while brands such as Amazon, Harvey Norman, Uber, Twitter and Crown Resorts all saw an uptick in distrust in the December 2021 quarter.
The top 10 most trusted brands in Australia – December 2021 (September 2021 in brackets)
Source: Single source Roy Morgan (Australia). Risk Monitor, January – December 2021. Top Trademarks with 20+ mentions. Base: Australians 14+; n=21,487.
Roy Morgan Risk Monitor data is available in a variety of formats, from snapshots to detailed tracking of individual brands and their competitors.
For more information, call (+61) (3) 9224 5309 or email [email protected]
The Roy Morgan Risk Monitor surveys approximately 1,800 Australians each month to measure levels of trust and distrust in over 900 brands across 26 industry sectors. Respondents are asked which brands and companies they trust, and why, and which brands and companies they distrust, and why. The survey is specifically designed to be open-ended and context-free, i.e. without prompts.
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