Bunnings emerged as the most trusted brand for the 12-month period to March 2025, marking its sixth consecutive quarterly recognition since 2023, Roy Morgan data showed.
“Bunnings continues to ride high as Australia’s most trusted brand in early 2025. However, there are rising challenges for the brand with distrust steadily rising since mid-2023,” said Michele Levine, CEO of Roy Morgan.
“The key factors driving the rise in distrust for Bunnings centre on concerns about the company’s size and market dominance, excessive profit motives and unaffordable price increases and dishonesty – all topics covered in the recent Four Corners program which focused on Australia’s leading hardware retailer.”
Discount supermarket Aldi ranked as the second most trusted brand, followed by budget department store Kmart, which ranked third.
Notable shifts occurred beyond the top five, with discount department store chain Big W advancing one rank to seventh place, and electronics retailer JB Hi-Fi joining the Top 10 as the 10th most trusted brand.
Footwear and athleticwear brand Nike moved up one spot to 13th, while home furnishings retailer IKEA also improved its ranking, advancing one spot to 19th.
Department store chain Target experienced one of the most significant declines in the top 20, moving down four places to 16th.
Another department store chain, Myer, saw a slight decrease in ranking, dropping one position to eighth.
Supermarket chains Woolworths and Coles retained their positions as Australia’s two most distrusted brands for the second quarter in a row. Online marketplace Temu stayed in seventh place on the top seven most distrusted brands.
Another brand that dropped in the rankings is fashion retailer Shein, falling two places to become the 15th most distrusted brand.
“Importantly, we’re seeing green shoots of recovery for several of Australia’s most distrusted brands – including Woolworths and Coles. The two major supermarkets have finally stabilised and stopped falling deeper into net distrust – but they both still have a long way to go to regain trust,” said Levine.