A surprise supermarket brand is now the most trusted brand in Australia, after improvements in its net trust score lifted it from third to first in the latest Roy Morgan Net Trust Score survey.
The survey found that ALDI is the most trusted brand in the country, after it finished marginally ahead of insurer NRMA and moved Qantas from the top spot to number four.
It revealed too that Bendigo Bank and Bunnings rounded out the top five.
ALDI’s main supermarket rivals Woolworths and Coles are rated highly when considering trust but fell behind ALDI on the net trust score.
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.
Roy Morgan CEO, Michele Levine, said 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,” 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.
But she added that measuring trust alone is not 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.
“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.”
Ms Levine said the important drivers of trust include reliability, customer focus, knowledgeable staff, ease of contact and previous good experiences.
Top 10 Aussie brands by NTS
3. Bendigo Bank
7. ABC Network
9. Australia Post