Blackmores Awarded Most Trusted Vitamins and Supplements Brand for 9th Year Running: New Research into the Sources of Trust

Recognised today by consumers as the Most Trusted Vitamins and Supplements Brand by Reader’s Digesti for the ninth year running, Blackmores has released new research revealing Australians’ sources of trusted information.

Blackmores Managing Director Australia & New Zealand, Dave Fenlon said it was an honour that Australians had again placed their trust in Blackmores as part of the Reader’s Digest annual award.

“Blackmores is committed to earning our consumers trust by maintaining our leading quality standards, investing in research and offering expert advisory services,” said Mr Fenlon. “We believe that’s why Australians have entrusted us with their health and wellbeing for years.”

Mr Fenlon said Blackmores commissioned research to better understand consumer trust and improve sources of expert health information.

Conducted by Lonergan Researchii, the insights reveal consumer sentiment on trust and who Australians turn to when searching for health information.

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).

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 4 in 5 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 was 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.”

Blackmores provides several quality sources of information for consumers including the free Blackmores Naturopathic Advisory Service where consumers can speak to a range of qualified naturopaths, including a lactation consultant.

For trusted and personalised health information and advice, consumers can call Blackmores Naturopathic Advisory Service for free on 1800 803 760 (8:30am – 5:30pm AEST) or visit blackmores.com.au/ask-a-naturopath to engage via email or live chat.

References

i. Australia’s Most Trusted vitamin and supplement brand as voted by Australians in the 2009, 2010, 2011, 2012, 2013, 2014, 2015, 2016 & 2017 Readers Digest Most Trusted Survey. The Trusted Brands Survey, commissioned by Reader’s Digest has a long-established reputation as a measure of brand preference in Australia. The survey polled a representative sample of Australians, with over 2,450 respondents ranking brands on consumer trust levels.

ii. The study conducted by Lonergan Research, polled a representative sample of 1,000 Australians, with respondents answering questions regarding consumer trust, with focus on the health and wellbeing sector.