The results of the 2025 Most Trusted Brands survey have been announced, with iconic New Zealand chocolate maker Whittaker’s being crowned the country’s Most Trusted Confectionery Brand, Most Trusted New Zealand Iconic Brand, and Most Trusted Of All Brands.
Whittaker’s chief marketing officer, Soraya Cottin, said Whittaker’s views this recognition as a validation of its core values, which emphasise its commitment to quality, innovation, and crafting good and honest chocolate in New Zealand.
To accurately capture the changing marketplace, new categories are added to the survey each year. This year, the newly introduced Home Health Care category recognised Healthcare NZ as the Most Trusted Brand, with Geneva Healthcare receiving a Highly Commended award.
Meanwhile, bedmaker Sleepyhead has once again been named New Zealand’s Most Trusted Bed Brand, achieving an impressive milestone of 12 consecutive years at the top.
ecostore, which received a Highly Commended award in the Laundry Detergent category, is trusted for delivering effective cleaning with environmentally friendly, gentle ingredients.
Nothing Naughty sports bars received high praise, earning Highly Commended in the Functional Sports Bars category for their authentic, natural, and healthy protein snacks.
The top 20 most trusted brands across all surveyed categories
1. Whittaker’s
2. Westpac Rescue Helicopter
3. Toyota
4. Mitre 10
5. Samsung
6. Dettol
7. Fisher & Paykel
8. Arnott’s
9. Panadol
10. Sleepyhead
11. Tip Top
12. Weber
13. Canon
14. Resene
15. Bridgestone
16. Dilmah
17. Stihl
18. Cookie Time
19. Persil
20. Toyota Signature Class
The Trusted Brands survey, carried out by the independent market research firm Catalyst Consultancy & Research, honours the brands that New Zealanders trust the most.
The study evaluated trust across 67 categories, collecting responses from a nationally representative group of 1,780 Kiwis.
“Trust is an emotion that fuels our decision, whether we are conscious of it or not. It is that intangible quality that signals reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice. Cost, quality and desirability are all important factors for consumers. Yet it’s vital for a brand to stay true to its promises,” Trusted Brands NZ said on its website.