Department stores rise as most trusted brands in Australia

As the Australian economy grew by an astounding 9.6 per cent over the past year to June 2021, the annual Roy Morgan Net Trust Score Survey reveals that department stores are starting to challenge supermarkets for most trusted brands.

The top three most trusted brands in Australia include Woolworths, Coles and Bunnings Warehouse, which is a slight change from last year’s report. Last year, Australia saw Woolworths, Aldi and Bunnings as the most trusted brands, but this year, Aldi has been pushed to fourth place.

Aldi’s placement comes as a surprise this year, as Canstar Blue revealed this August that Aldi won best supermarket for the ninth time in 11 years, taking home the 2021 Most Satisfied Customers Award. However, Woolworths was a close second and Coles came third; scoring between four and five stars on a variety of products; so the survey results are no surprise there.

For the first time ever, department stores have seen a rise in the top 10. Myer and Big W are two of the brands that are new to the top 10 altogether; with Myer coming in at seventh (previously 11th) and Big W 10th (previously 13th). Kmart also placed fifth this year, which is a one position step up from last year’s report.

According to Roy Morgan CEO Michele Levin, department stores have faced an unexpected rise in activity due to the recent pandemic.

“Australia’s big two supermarkets Woolworths and Coles have held their spots as the most trusted brands in Australia in the June quarter 2021…These businesses have been essential outlets for millions of Australians over the last 18 months and the latest lockdowns in Sydney, Melbourne and Canberra will again emphasise their importance to many,” Levine said.

“…Many retailers enjoyed record sales as Australians prevented from travelling and enjoying live entertainment such as sport, music, theatre and the like redirected their spending into the retail industry.”

And don’t worry, Qantas (sixth), Toyota (eighth) and NRMA (ninth) are still some of the most trusted brands in Australia, as reflected in this year’s survey.