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Dettol named Australia's most trusted brand in 2025 Reader's Digest survey

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Australia’s Most Trusted Brand for 2024: Dettol Takes Top Honours

Dettol has been named Australia’s most trusted brand in the 27th annual Reader’s Digest Trusted Brands survey, reflecting a shift in consumer priorities as household budgets tighten.

The survey, conducted by Catalyst Consultancy and Research, gathered responses from 4,187 Australians across 67 categories. It reveals that blind brand loyalty is no longer enough—consumers are now more deliberate, assessing whether a brand truly delivers on its promises.

"Tightening household budgets are driving more deliberate consumer decision-making," said Cameron Gentle, managing director of Catalyst Consultancy and Research.

Top 10 Overall Most Trusted Brands

The full top 20 list includes household names across industries, from healthcare to automotive and retail:

  1. Dettol
  2. Panadol
  3. Toyota
  4. Bunnings
  5. Dulux
  6. Weber
  7. Cadbury
  8. Royal Flying Doctor Service
  9. Vicks
  10. Twinings

Category Highlights: Consistency and New Entrants

  • Toyota was named the most trusted car brand for the 27th consecutive year.
  • Weber ranked sixth overall and won the BBQ category for the 13th year in a row.
  • Commonwealth Bank was named Bank of the Year, with CEO Algy Pereira of Direct Group noting that trust is "becoming a defining factor in the market."
  • Singapore Airlines was named the most trusted airline for the fourth consecutive year.
  • In internet service providers, Telstra ranked first, followed by Aussie Broadband.

A new category was introduced this year: solar panel brands. Solahart was named the most trusted in this segment.

The Full Top 20 Most Trusted Brands

  1. Dettol
  2. Panadol
  3. Toyota
  4. Bunnings
  5. Dulux
  6. Weber
  7. Cadbury
  8. Royal Flying Doctor Service
  9. Vicks
  10. Twinings
  11. Bridgestone
  12. Selleys
  13. Vanish
  14. Samsung
  15. Singapore Airlines
  16. Victa
  17. Sanitarium Weet-Bix
  18. Sealy
  19. Yates
  20. Daikin

Why Trust Matters More Than Ever

Algy Pereira, CEO of Direct Group (incorporating Reader's Digest), emphasised that trust is now a defining market force. He pointed to Commonwealth Bank’s repeat success as Bank of the Year as a reflection of "deep-seated trust" among Australian consumers.

"Trust is becoming a defining factor in the market," Pereira said, noting that consistent performance is key to earning and maintaining that trust.