Australians are increasingly putting their faith and trust in supermarkets, according to a recent survey by research firm Roy Morgan.
The Risk Report: Covid Issue notes that Woolworths and Coles are the two most trusted brands in Australia, following by Bunnings and Aldi. Myer also snuck into the bottom of the top ten – a first for the business – according to the nominations of more than 10,000 Australians.
“In May last year we reported that Coles was the fastest mover, lifting three rankings,” said Roy Morgan CEO Michele Levine.
“During the depths of Covid, our data collected between April and September 2020 reveals that Coles jumped another two rankings to be neck and neck with Woolworths in the top two positions.”
The jump is likely a reflection of how well supermarkets have managed the Covid-19 pandemic, keeping supplies on shelves and providing safe shopping experience for Australians when they have needed it the most.
Likewise, the top ten most distrusted brands during the lockdown were made up of technology companies, banks, telcos, mining firms and News Corp – with Amazon being the only retailer in the list.
This could be because, as e-commerce has gained in relevance during the last year, more people used the online marketplace. And, as supply chains and deliveries were increasingly impacted, Amazon may have taken the brunt of Australians’ frustrations.