GERMAN discount supermarket chain Aldi is Australia’s most trusted brand, according to research from Roy Morgan.
The supermarket improved its score in the Roy Morgan Net Trust Score survey, lifting it from third place to first in the latest survey.
Qantas fell from its number one position to fourth.
Aldi edged out insurance company NRMA and Bendigo Bank.
The survey involved asking 4000 Australians which brands they trusted and which they distrusted.
“Nowhere is a high level of trust more important than when it comes to the provision of the food we eat,” Roy Morgan CEO Michele Levine 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.”
Aldi’s gains were aided by an increase in distrust of its two main competitors, Coles and Woolworths.
“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,” Ms Levine said.
“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.
“To rise to meet the challenge presented by Aldi, and other newer entrants into grocery category such as Amazon Fresh, Costco and Kaufland, traditional market leaders Coles and Woolworths need to develop strategies to reduce their growing levels of distrust.”
Top brands in Australia ranked by positive NTS:
3. Bendigo Bank
7. ABC Network
9. Australia Post