Survey shows ALDI is the most trusted brand in Australia

A recent survey has bumped ALDI up the food chain as the most trusted supermarket brand in Australia.

In the latest Roy Morgan Net Trust Score survey, ALDI is ahead of big names such as Qantas and Bunnings.

The supermarket brand went from third place to first, in the July survey results.

About 4,000 Australian were asked which brands they trusted and distrusted. The previous survey was conducted in April 2018.

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Conducted by Roy Morgan, the latest survey reveals ALDI has come in just ahead of insurer NRMA with Bendigo Bank, Qantas and Bunnings.

Qantas has fell from its number-one spot as Australia’s most trusted brand, to fourth position.

ALDI’s main supermarket rivals, Woolworths and Coles, are rated highly when considering trust but fell behind ALDI on net trust score.

Despite ALDI’s strong performance with the top net trust score of any brand, supermarkets as a category fall behind other industries such as automotive, consumer product brands, travel, and technology.

According to Roy Morgan CEO Michele Levine, the importance of trust to a brand’s sustainable future is increasingly recognised as a key metric.

“Nowhere is a high level of trust more important than when it comes to the provision of the food we eat,” said Levine.

“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,” she said.

“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,” said Levine.

The top brands in Australia ranked by the positive net trust score are:

  • ALDI
  • NRMA
  • Bendigo Bank
  • Qantas
  • Bunnings
  • Kmart
  • ABC Network
  • IGA
  • Australian Post
  • ING

Roy Morgan indicated that important drivers of trust include reliability, customer focus, knowledgeable staff, ease of contact and previous good experiences with the company.

Drivers of brand distrust revolve around perceptions of self-centredness, greed, and dishonest and deceitful business practices.