Original article by Roy Morgan
Market Research Update – Page: Online : 11-Mar-26

Bunnings is the most trusted brand in the 12 months to December 2025, a ninth consecutive quarterly victory for the leading hardware retailer. Discount supermarket Aldi is in second place, and discount department store Kmart is third; the top three places have remained unchanged for an eighth straight quarter. Meanwhile, Woolworths remains Australia’s most distrusted brand, while Optus deteriorated two places to be the second most distrusted brand in the 12 months to December; in fact, Optus was the single most distrusted brand in Australia during the month of December, following its fatal triple-zero outage in September. Roy Morgan’s latest data on trust and distrust reveals a remarkable relationship between highly regulated industries and trust. The financial services sector provides clear evidence that greater regulation and stricter rules have helped shape public perception for the better. On the flipside, sectors like Telecommunications and Supermarkets have relatively low regulation and suffer deep distrust; they currently face severe regulatory headwinds as the public demands better accountability and a fair go.

CORPORATES
ROY MORGAN LIMITED, BUNNINGS GROUP LIMITED, ALDI STORES SUPERMARKETS PTY LTD, KMART AUSTRALIA LIMITED, WOOLWORTHS GROUP LIMITED – ASX WOW, SINGTEL OPTUS PTY LTD