Trusted brand finds pharmacists trusted

Blackmores has released data that shows pharmacists are highly trusted

Blackmores has been recognised for the ninth year running as Australia’s most trusted vitamins and minerals brand by Reader’s Digest.

The brand had also commissioned its own research to better understand consumer trust and improve sources of health information, says Blackmores managing director Australia and New Zealand Dave Fenlon.

Australians rank trust in health and wellbeing (ranked as number 1) above all other key aspects of their lives, including personal relationships (2) and finances (3), the Blackmores research, conducted by Lonergan Research, reveals.

Key research findings include:

  • 54% of people rank the importance of trust in health and wellbeing above the importance of trust in their partners and relationships.
  • More than four in five Australians turn to specialist healthcare professionals for trusted advice about their or their family’s wellbeing, with doctors and pharmacists coming out on top.
  • 40% of Gen Y turn to the internet for health advice, double their Baby Boomer counterparts.
  • Gen Y are the most likely to turn to online peer-to-peer sources, blogs or social media for advice when seeking answers or making decisions about their own, or their families’ health and wellbeing.

Though the number of sources that consumers use to access health information is increasing, the GP and pharmacist remain trusted advisors. Mr Fenlon says is he also encouraged by the opportunity that digital platforms provide to encourage and motivate people about their health.

“Ensuring consumers have access to online resources and advice is an opportunity to bring value to the growing number of Australians seeking easily accessible health and wellbeing information from a trusted source,” he says.


Reader’s Digest trusted brands:

Contact Lens Eye Solutions: Winner Opti-free; highly commended Bio true and re-nu

First Aid: Winner Betadine; highly commended Dettol and Elastoplast

Fitness Band: Winner Fitbit; highly commended Garmin and Tomtom Sports

Foot Care: Winner Scholl; highly commended The Body Shop and Eulactol

Hair Care: Winner Schwarzkopf; highly commended Head & Shoulders and Dove

Hair Colour: Winner L’Oreal; highly commended Schwarzkopf and Garnier

Health Insurance: Winner Bupa; highly commended Medibank and HCF

Incontinence Products: Winner Poise; highly commended Tena and Depend

Infant Formula: Winner S-26 Gold; highly commended Karinourish, NAN

Moisturiser: Winner QV; highly commended Nivea and Vaseline

Mouthwash: Winner Listerine; highly commended Colgate and Oral B

Pain Relief: Winner Panadol; highly commended Nurofen and Panadeine

Plaster/Adhesive Bandages: Winner Band-Aid; highly commended Elastoplast and Smith & Nephew

Razors: Winner Gillette; highly commended Schick, Wilkinson Sword

Sanitary pad/tampons: Winner Libra; highly commended Carefree and Stayfree

Skin Care (Anti-Ageing): Winner Nivea; highly commended Olay and L’Oreal

Sunscreen: Winner Cancer Council; highly commended Banana Boat and Nivea

Toddler Milk Formula: Winner S-26 Gold; highly commended NAN and Karinourish

Toothpaste: Winner Colgate; highly commended Sensodyne and Oral-B

Vitamin and Supplements: Winner Blackmores; highly commended Swisse and Nature’s Own

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