2025 Retail proposition index by OC&C Strategy consultant is showing Costco is Australia’s most

trusted grocery brand. This result is based on a survey of 5000 shoppers asking their attitudes

towards 100 retailers with whom they had shopped in the previous 3 months. In the grocery

category shoppers scored Coles and Woolworths worse than Costco for value for money and

less fun to shop. Both majors have seen declines in trust, low prices and customer service

metrics.

Respondents have voted Aldi as their 5th favourite retailer and Harris Farm as 10th favourite.

Brand trust is the best guarantee for long term market share. Younger shoppers Millennials and

Gen Z are more focussed on a clear proposition and report shopping at Harris Farm and Costco

higher than at Coles and Woolies because they understand and buy into what these brands

stand for. Sustainability concerns rebounded in 2025 with 30% saying it influences their shopping

behaviour and this is higher for Gen Z at 40%.

This report has been running for the last 5 years and gives new insight into brand trust. Roy

Morgan brand trust report is more widely used.