Sweet Taste of Success for Whittaker’s
Media Release
EMBARGO until 23 July 2012
Sweet Taste of Success for Whittaker’s as Chocolate Maker is Named New Zealand’s Most Trusted Brand
Porirua based chocolate maker Whittaker’s has been voted New Zealand’s most trusted brand in the annual Reader’s Digest Most Trusted Survey; released today in the August issue of Reader’s Digest New Zealand.
Whittaker’s moved up three places to top the 2012 list, knocking last year’s number one, St John’s, to number two. Iconic cooking and baking goods brand Edmonds made an impressive debut at number three, while Dettol fell from two to eight.
The eighth annual Trust Survey confirms some solid favourite category brands, as Sony and Fisher & Paykel have topped their categories (electronics and whitegoods, respectively) since the Survey began in 2005.
OVERALL MOST TRUSTED BRANDS (last year’s position in brackets):
1) Whittaker's (3)
2) St John
(1)
3) Edmonds (n/a)
4) Wattie's (4)
5) Sanitarium
(8)
6) Tip Top (bread) (5)
7) Lemon & Paeroa (L&P)
(10)
8) Dettol (2)
9) Toyota (9)
10) Colgate
(7)
CATEGORIES:
Category Winner Highly
Commended
NZ Iconic
Brands Watties Whittakers
Banks KiwiBank ASB
Breakfast
Food Sanitarium Kellogg's
Car
Brands Toyota Ford
Cleaning
Products Dettol Jif
Confectionery Whittaker’s Nestle
DIY
Power Tools Stihl Black & Decker
Dry Foods Sanitarium Tip
Top
Electronics Sony Panasonic
Fast
Food Subway McDonalds
Frozen Food Watties Bird's
Eye
Gardening Equipment Masport Stihl
Home Improvement
Stores Mitre 10 Bunnings
Hotel/Motel
Accommodation Copthorne Millennium
Insurance Providers AA
Insurance Southern Cross
Kitchen
Appliances Breville Kenwood
Packaged
Foods Watties Sanitarium
Pain
Relief Panadol Nurofen
Paint Brands Resene Dulux
Pet
Food Brands Whiskas Purina One
Retail Brands Farmers NZ
Post
Supermarket Brands Countdown PaknSave
Toiletries
& Cosmetics Colgate Dove
Vitamins &
Supplements Healtheries Blackmores
Whitegoods Fisher &
Paykel Samsung
METHODOLOGY
The annual Reader’s Digest Trusted Brands survey showcases the products and services New Zealanders have chosen to make their lives easier and more pleasurable.
Reader’s Digest commissioned Catalyst Research to survey a national representative sample of New Zealanders about brands in 2012.
A pre-poll qualitative scoping study was conducted in December 2011 to assist in selecting the key brands to measure in the main survey. The second stage of the study was conducted in January 2012. Participants were asked to name their most Trusted Brands in 25 categories of products and services across a wide range of industries. In this phase, 1214 New Zealanders completed an on-line questionnaire. We asked survey participants to give a trust scale of 1-10 to a list of 168 brands. Population-weighting factors were incorporated to ensure the statistical accuracy of the results.
Once again the 2012 results of this annual poll reveal a fascinating, informative and up-to-the-moment picture of consumer confidence in New Zealand.
ends