In chocolate we trust: NZ's most liked brands of 2024 revealed

Reader's Digest has revealed the 2024 most trusted brands by New Zealanders.

On the result, a spokesperson for Reader's Digest said it spoke volumes about the formula trusted brands used in a volatile market – timely innovation, swift adaptability and, above all, commitment to customers.

Editor-in-chief Louise Waterson said: "The results of our trusted brands survey have consistently pointed to three important factors in securing trust: consistency, reliability and value-for-money.

"When times are challenging, like the current financial climate, customers can change their long-established purchasing habits. They do this out of need.

"But a brand that is recognised as being consistently good quality, of always being value-for-money and having a reputation untainted by controversy will always keep their loyal customers.

"Award-winning trusted brands understand the importance of working tirelessly to retain the trust of their existing customers and appeal to new ones, despite the challenges.”

Topping the list again was Whittaker's, who won most trusted confectionery; most trusted New Zealand iconic brands; and most trusted of all brands surveyed for 2024.

Holly Whittaker — co-chief operating officer and great granddaughter of founder J. H. Whittaker — said the company was honoured to be voted New Zealand’s most trusted brand again.

"We are humbled by the ongoing support of all of our Whittaker’s Chocolate Lovers.

"This is our home, and we’re proud to make all of our world class chocolate from bean-to bar-right here... This award is a great endorsement of what we stand for."

New Zealanders were also particularly proud of organisations that did great things for others, according to Reader's Digest.

The Westpac Rescue Helicopter was voted the most trusted charity for 2024. "Clearly, since the service began in 1970, it has established itself in the hearts and minds of Kiwis because of the crucial and selfless service it delivers to those who need it," said Waterson.

Reader’s Digest commissioned independent market research company Catalyst Consultancy & Research to survey New Zealanders’ opinions on leading brands across 67 categories.

With the survey now in its 25th year, a total of 1800 New Zealanders, from a mixed demographic, were asked to rate their levels of trust in well-known brands.