Ahead of Bunnings and Kmart.

Aldi has climbed the ranks of the Roy Morgan Net Trust Score survey, moving from third to first position to be crowned the most trusted brand in Australia. Aldi came in ahead of NRMA and Bendigo Bank, with Bunnings, Kmart and Australia Post also making the top 10.

Key performance indicators include reliability, customer focus, knowledgeable staff, ease of contact and previous good experiences with the company, in addition to other factors.

Despite Aldi’s strong performance with the top NTS of any brand, supermarkets as a category have a minus NTS falling behind industries such as automotive, consumer product brands, travel and technology.

According to Roy Morgan CEO, Michele Levine, the importance of trust to a brand’s sustainable future is increasingly recognised as a key metric. “Nowhere is a high level of trust more important than when it comes to the provision of the food we eat,” she said.

“The success of Aldi’s entrance to the Australian market has been built not only on discount prices but also a reputation for reliability and meeting the needs of consumers.

“Its 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.

“To rise to meet the challenge presented by Aldi, and other newer entrants into 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,” she added.