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Aldi named Australia’s most-trusted brand in surprising top 10 list

Jul 10, 2018

The discount chain has recently began phasing in smaller unit price labelling across its 523 stores. Source: Getty

Shopping at Aldi may be a new experience for many Aussies as stores continue to pop up around the country, but it hasn’t taken long for us to fall in love with the German supermarket chain with studies confirming it is in fact our most trusted brand.

Making its way down under in 2001, the major chain has claimed the hearts of the young and old with the latest survey by Roy Morgan revealing ALDI has bumped airline Qantas out of the top position.

Measuring reliability, customer focus, knowledgable staff, ease of contact and previous good experiences with the company, the 4,000 Australians surveyed undeniably showed their support for the store.

This isn’t good news for competitors Woolworths and Coles – who have come under fire the last month for the decision to ban plastic bags – with neither of them placing in the top 10.

According to Roy Morgan Chief Executive Officer Michele Levine, ALDI’s success comes down to its discount prices and the 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,” she explained.

“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 the 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.”

1. ALDI
2. NRMA
3. Bendigo Bank
4. Qantas
5. Bunnings
6. Kmart
7. ABC Network
8. IGA
9. Australia Post
10. ING

Not only has ALDI overtaken its competitors, it has also knocked previous top place getter Qantas from the prime position, with the airline scooting all the way down to number four.

Maybe not so shockingly, none of the major four banks were seen in the top 10, with smaller competitors Bendigo Bank and ING coming in at number three and 10 respectively.

Of course, Kmart – which Aussies are absolutely crazy about – popped up as the sixth most trusted brand with NRMA, Bunnings, ABC Network, IGA and even Australia Post claiming the other positions in the top 10.

While the brands Australians have the least amount of trust for were also compiled, that list has not yet been released, but it would be interesting to know who makes the cut.

Apparently they were being tested on perceptions of self-centredness, greed, and dishonest and deceitful business practices.

Back in 2015, dettol was revealed as the brand Australian’s love the most, with Aussie’s obviously loving to keep their homes germ-free, with Colgate, Band-Aid and Panadol also making the top 10 list.