Every year, the Reader’s Digest ‘Trusted Brands’ survey gives us a fascinating snapshot of which companies have truly earned Australians’ confidence.
Now in their 26th year, the 2025 results are in—and they reveal a mix of old favourites, global giants, and a few surprises that have stood the test of time (and, let’s be honest, a few kitchen disasters and backyard mishaps).
So, which brands do Aussies turn to when the chips are down, the sun is blazing, or the mower just won’t start?
Let’s take a closer look at the top 20 most trusted brands in Australia for 2025—and why they’ve earned our loyalty.
Trusted household names just outside the top five
Coming in at number 20, Lipton has long been a pantry staple for Aussie tea drinkers, while Vicks at 12 remains the go-to for colds and sniffles.
In the kitchen and laundry, Breville (19), Finish (16), and Vanish (14) continue to win trust with their high-performing appliances and cleaning solutions. These brands have proven they can stand the test of time and daily use, offering both innovation and reliability.
In the world of home and DIY, Victa (18), Selleys (11), and Bosch (15) have become synonymous with getting things done.
From mowing the lawn to fixing a leaky tap, Aussies have relied on these brands for decades. And in the garage, Bridgestone at number 10 keeps drivers safe with a reputation for quality tyres that hasn’t wavered in over a decade.
Rounding out this trusted group are Singapore Airlines (13) with their long-standing reputation for comfort and service, and Fisher & Paykel (17), whose thoughtful kitchen design has earned them loyal fans.
Together, these brands may not have cracked the top five, but their rankings speak volumes about their place in Australian homes and hearts.
5. Cancer Council
The Cancer Council has been a cornerstone of public health in Australia since its inception, particularly renowned for its ‘Slip, Slop, Slap’ campaign launched in the early 1980s.
This initiative significantly shifted national attitudes towards sun safety, contributing to a decline in skin cancer rates.
In 2007, the campaign evolved to ‘Slip, Slop, Slap, Seek, Slide’, emphasising the importance of seeking shade and wearing sunglasses.
Australians trust the Cancer Council not only for its effective public health campaigns but also for its commitment to funding cancer research and providing support services.
Their sun protection products are widely used, with proceeds supporting their broader mission. In the 2024 Reader’s Digest Trusted Brands survey, the Cancer Council maintained its strong position, reflecting ongoing public trust in its initiatives and products.
4. Panadol
Panadol, a paracetamol-based pain reliever, has been a staple in Australian households for over 60 years. Its reputation for effective relief from headaches, muscle aches, and fevers has made it a go-to medication for many.
The brand’s commitment to safety and efficacy has solidified its market position. In 2024, Panadol was recognised as Australia’s most trusted pain reliever for the 10th consecutive year.
Recent regulatory changes have led to adjustments in Panadol’s packaging to mitigate the risk of overdose, demonstrating the brand’s responsiveness to public health concerns.
3. Toyota
Toyota’s journey in Australia began in the 1950s, and it has since become synonymous with reliability and quality. Models like the Corolla and Land Cruiser have become iconic on Australian roads.
The brand’s commitment to innovation and customer satisfaction has earned it the title of Australia’s most trusted automotive brand for multiple consecutive years.
Toyota’s continuous adaptation to market needs, including introducing hybrid models, ensures its relevance in a rapidly evolving automotive landscape.
2. Dulux
Established in 1918, Dulux has become Australia’s leading paint brand, known for its quality and innovation. The brand’s iconic Old English Sheepdog mascot has become a symbol of trust and reliability.
Dulux’s commitment to research and development has led to products like Wash&Wear® +PLUS Anti-Scuff, which resist everyday wear and tear.
Dulux has been voted Australia’s most trusted paint brand for nine consecutive years, reflecting its consistent delivery of high-quality products.
1. Dettol
Dettol’s origins date back to 1935 in Australia, when it was initially used as a hospital antiseptic. Over the decades, it has expanded into a range of products aimed at maintaining hygiene and preventing illness.
The brand’s unwavering commitment to health and safety has made it a household name, especially during times when hygiene is paramount. In 2024, Dettol was also named Australia’s most trusted brand by Reader’s Digest.
Dettol’s evolution and consistent messaging around germ protection have solidified its place at the top of the trust rankings.
What makes a brand ‘trusted’?
It’s not just about catchy ads or clever slogans. The brands on this list have earned our trust by delivering quality, reliability, and a sense of comfort for years, sometimes decades.
In a constantly changing world, these are the names we turn to when we want things done right.
The power of nostalgia and innovation
Many of these brands have been around for generations, but they haven’t rested on their laurels. They continue to innovate, adapt, and respond to the needs of modern Australians—whether it’s through new products, improved customer service, or a commitment to social good.
Do you agree with this year’s list? Are there any brands you think should have made the cut—or any surprises you spotted? We’d love to hear your thoughts and stories. Which brands do you trust most, and why? Share your experiences in the comments below!
Also read: Supermarket brands are growing in popularity—should you make the switch?
