Auckland (The NZ Today)
New Zealanders have once again named Toyota as the country’s most trusted brand, according to the latest Kantar Corporate Reputation Index 2026, with the automotive giant claiming the number one position for a third consecutive year.
Supermarket chain PAK’nSAVE retained second place, while AA Insurance climbed three places to secure a spot in the top three for the first time.
The annual survey, which gathered responses from around 6,500 New Zealanders, measures how the public perceives companies based on trust, leadership, success, fairness and responsibility.
Kantar Chief Client Officer Sarah Bolger said that in a period marked by economic pressures and global uncertainty, consumers are increasingly placing their trust in companies that consistently deliver value and remain dependable.
She said the strongest brands are not necessarily those making the biggest promises, but those that continue to support customers and demonstrate responsibility even during challenging times.
TVNZ maintained fourth place, while Air New Zealand slipped two places to fifth. Lotto ranked sixth and New World held on to seventh spot.
Among the biggest movers were Southern Cross, which jumped eight places to eighth, and ASB, which climbed 12 places to 12th. Mainfreight moved up 11 spots to 15th, while AMI recorded one of the biggest improvements, rising 20 places to enter the top 20 at number 16.
Woolworths also made a strong gain, climbing 16 places to 19th.
Top 20 Most Trusted Brands in New Zealand – 2026
1. Toyota
2. PAK’nSAVE
3. AA Insurance
4. TVNZ
5. Air New Zealand
6. Lotto
7. New World
8. Southern Cross
9. Mitre 10
10. Samsung
11. Bunnings
12. ASB
13. Zespri
14. Kiwibank
15. Mainfreight
16. AMI
17. ANZ
18. Z Energy
19. Woolworths
20. 2degrees
Sarah Bolger further said that the survey highlights that trust and reliability continue to play a major role in shaping consumer confidence, with New Zealanders rewarding brands that are seen as responsible, stable and committed to delivering value.
