Woolworths and Coles have been named Australia’s two most distrusted brands in the 12 months to December 2024, according to the latest Roy Morgan Risk Monitor.
This is a first for the two retailers, with Woolworths ranked first and Coles ranked second. Compared to December 2023, Woolworths has dropped 231 places, and Coles has dropped 227 spots.
In the most trusted brands, Bunnings has come out on top. The hardware chain has now held this position for five consecutive quarters since taking the lead from previous leader Woolworths in late 2023.
Following Bunnings in the rankings is ALDI and Kmart, Australia’s second and third most trusted brands respectively for a fourth consecutive quarter.
There were significant movers outside the top three with Apple up by one spot to fourth, and Myer the big improver in the top 10, up two places to be the seventh most trusted brand in Australia.
Roy Morgan CEO Michele Levine says Bunnings continues to go from strength to strength and has now been Australia’s most trusted brand for five straight quarters since late 2023.
“ALDI and Kmart are once again comfortably regarded as amongst the country’s top three most trusted brands,” she says.
“A really interesting insight about the top three most trusted brands is that none is governed by a board that makes profit announcements, and they all operate on an ‘everyday low prices’ model. This approach helps them avoid accusations of fake discounts and the controversies around genuine sale events.”