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.

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