SYDNEY: First-aid products dominated Australia's annual top ten most trusted brands list for the second consecutive year, according to the latest consumer survey.

The annual Australian Reader's Digest survey places Dettol, Band-Aid and Panadol in the top three most trusted brands – unchanged since last year – with Colgate ranked fifth, Elastoplast seventh and Johnson & Johnson ninth.

The remaining brands in the top ten were Dulux at fourth, Guide Dogs at sixth, Cadbury at eighth and Weetabix in tenth place.

In the individual categories, Hills Hoist, the Adelaide-based rotary clothes line manufacturer, was named the nation's most iconic brand, displacing retailer Dick Smith and Vegemite.

Toyota won the car category while Bunnings, the country's largest household hardware chain, emerged as the most trusted retailer. Woolworths was voted the best supermarket while Telstra was more trusted than Optus or Virgin as a mobile phone service provider.

Sue Carney, editor of Australian Reader's Digest, observed that top brands with a long-standing reputation for being steadfast and safe won through. "It's the brands which continue to offer quality and substance that hold our trust," she said.

This was the twelfth annual poll from Reader's Digest in which Australians were asked to nominate the products they trusted the most and products that dominate their lifestyle.

Other category winners included Sony for TV and home entertainment, P&O for cruise liners, Bird's Eye for frozen food, Lipton for tea and Dyson for vacuum cleaners, Blackmores for vitamins and supplements and Weight Watchers for weight loss products and programmes.

Bosch topped preferences for power tools and Subway beat McDonald's and KFC for fast food.

Data sourced from, AdNews, 9News; additional content by Warc staff