Mitre 10 revealed as one of New Zealand’s most trusted brands

by | May 4, 2020

Mitre 10 was recently voted by New Zealanders as the Most Trusted Home Improvement Store in the country, according to the annual 2020 Reader’s Digest survey.

Other well-known hardware brands that made it to New Zealand’s prestigious, Most Trusted Brand list include Weber for Most Trusted BBQ in the country, Bosch as the Most Trusted brand for DIY Power Tools (including all drills, saws, sander, etc), STIHL as the Most Trusted Brand for Garden Power Tools (including hedge trimmers, chainsaws etc) and Yates as the Most Trusted Gardening Product (including all seeds, fertilisers and soils etc).

Selleys was also awarded the Most Trusted Glues and Construction Adhesive Brand, Masport as the Most Trusted Lawn mower, Resene as New Zealand’s Most Trusted Paint Brand, and is incredibly a ninth time winner, and Selleys, as the Most Trusted Sealants and Fillers Brand

The annual Reader’s Digest Survey is in its 21st year and has grown over the years to include 69 categories of products and services, reflecting a broad range of industries. A total of 1601 New Zealanders from a broad demographic were asked to select three of their most trusted brands for each category. They then rated those brands on the 1-10 scale for trust.

Ms Waterson says being considered so trustworthy comes with responsibilities. Maintaining a top rank involves a genuine commitment to protect and fulfil the promises made to the consumer, she says.

It appears many NZ companies are comfortable with that commitment. Other brands noted by New Zealanders for consistently being genuine, authentic and reliable include Panadol as 11-time winners, as well as Dettol, Healtheries and AA Insurance – which are all 10-time winners in their respective categories. Resene is a ninth-time winner; Harcourts has taken top spot for all eight years its category has been included in the survey; and Ryman Health Care has scored top place six years out of seven in its sector. St John New Zealand (Most Trusted charity), G.J. Gardner, Yates, Sleepyhead, and Cavalier Bremworth are examples of other repeated winners.

The 2020 category winners are as follows:

Aged Care & Retirement Villages – Ryman Healthcare; 
Banks – Kiwibank; 
BBQs – Weber; 
Beds – Sleepyhead; 
Bicycles – Avanti; 
Biscuits – Griffins; 
Bread – Vogels; 
Breakfast food – Sanitarium; 
Cars – Toyota; 
Car care products – Turtle Wax; 
Car rental companies – Avis; 
Carpet – Cavalier Bremworth; 
Charities – St John New Zealand; 
Cheese – Mainland; 
Cleaning products – Dettol; 
Coffee machines – Breville; 
Confectionery – Whittaker’s; 
Cooking appliances – Fisher & Paykel; 
Cooking Stocks – Campbell’s Real Stock; 
Crackers – Huntley & Palmers; 
Digital cameras – Canon; 
DIY power tools (drills, saws, sanders etc) – Bosch; 
Dog food – Tux (Purina); 
Electronics (TV & home entertainment) – Samsung; 
Fruit & herbal tea – Dilmah; 
Garages & sleepouts – Versatile Homes & Buildings; 
Garden power tools (hedge trimmers, chainsaws etc) – Stihl; 
Electrical appliance stores – Noel Leeming; 
Gardening products (seeds, fertilisers, soils etc) – Yates; 
General insurance (home, contents, car) – AA Insurance; 
Glues & construction adhesives – Selleys; 
Hair care – Head & Shoulders; 
Health insurance – Southern Cross Health Society; 
Hearing services – Bay Audiology; 
Heat pumps – Fujitsu; 
Home builders – G.J. Gardner; 
Home improvement stores – Mitre 10; 
Ice cream – Tip Top; 
Jewellers – Michael Hill Jeweller; 
Kitchen designer and manufacturers – Kitchen Studio; 
Large kitchen appliances – Fisher & Paykel; 
Laundry appliances – Fisher & Paykel; 
Laundry detergent – Persil; 
Lawnmowers – Masport; 
Life insurance – AA Life; 
Manufacturer certified used car sales – Toyota Signature Class; 
Marine engine – Yamaha; 
Milk – Anchor; 
Kindergarten centre operators – BestStart; 
Muesli & snacks – Nice & Natural; 
NZ Wines – Villa Maria; 
Optometrists – Specsavers; 
Pain relief – Panadol; 
Paint – Resene; 
Real estate agencies – Harcourts; 
Retailer (excluding supermarkets and home improvement stores) – The Warehouse; 
Sealants & fillers – Selleys; 
Skin care (anti-ageing) Nivea; 
Small kitchen appliances – Breville; 
Supermarket / home brand – Pams; 
Supermarkets – Pak’nSave; 
Tea – Dilmah; 
Tyres – Bridgestone; 
Vacuum cleaners – Dyson; 
Vegetarian food – Lisa’s Hummus; 
Vitamin & Supplements – Healtheries; 
Soups – Watties; 
Used vehicle dealership – Turners. 
NZ iconic brands – Whittaker’s.

For the full Trusted Brands survey results visit: