Woolworths Loses Australia’s Most Trusted Brand Position

Published on March 8, 2024

Supermarket giant Woolworths has lost its position as Australia’s most trusted brand to household hardware chain Bunnings following a year of upheaval. Woolworths slipped to second place among Australia’s most trusted companies in the 12 months to December 2023, after holding the top spot for three and a half years, according to market research firm Roy Morgan’s latest report. Its rival, Coles, also fell from 3rd to 5th place in the ranking, while Aldi, another supermarket chain, rose one place to the 3rd position. Roy Morgan CEO Michele Levine cited increased distrust in corporations among the Australian population in 2023 as consumers were disappointed with profiteering behaviours, unaffordable prices, dishonesty, unethical practices, and poor privacy practices....

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