PAK’nSAVE marks a decade as New Zealand’s fairest brand

Deb Fell – Senior Marketing Manager for New World, Andrew Gaukrodger – General Manager of Co-operative Affairs and Jamie Hodgetts - Group Head of Brand & Planning.

PAK’nSAVE has marked 10 years as New Zealand’s leading brand for fairness in the latest Kantar Corporate Reputation (RepZ) Index, while retaining second place overall for the third year running and being the highest rated supermarket.

The result comes as both PAK’nSAVE and New World were again recognised among New Zealand’s most reputable brands. New World maintained its place in the top 10, ranking seventh overall, while also moving up nine places in the fairness rankings.

The annual Kantar Corporate Reputation Index, developed in partnership with Wright Communications, measures reputation across four dimensions: Trust, Leadership and Success, Fairness, and Responsibility.

Foodstuffs New Zealand Managing Director, Chris Quin, said the results reflect the efforts of thousands of people working in stores and support centres across the country.

“PAK’nSAVE retaining second place is an outstanding result for a local, family owned and operated supermarket brand built around helping New Zealanders stretch their grocery budgets further at a time where people are watching every dollar.

“To be ranked number one for fairness for 10 years in a row is huge because it reflects the trust New Zealanders place in PAK’nSAVE and the local owners behind our stores.

“Our focus is pretty simple: keep costs as low as we can, run efficient stores, and deliver genuine value for customers every day. That’s what New Zealand families expect from us, and it’s what our teams deliver.

“This result shows customers feel we're doing right by them, and that means a lot to us. And yes, Stickman is probably convinced he deserves most of the credit.”

Quin said New World’s result was also outstanding, particularly its improvement on fairness.

“New World continues to be right up there with New Zealand’s most reputable brands while making strong gains on fairness.

“Reputation is earned by consistently turning up for customers. These results suggest people recognise the effort our teams put into serving their communities well.”

Kantar Insights Chief Client Officer Sarah Bolger said: “PAK’nSAVE’s continued success in the Corporate Reputation Index reflects its ability to consistently deliver against the attributes that matter most to New Zealanders in today’s environment. As highlighted in the latest results, the brand has retained a leading position by building long-term trust through everyday reliability, strong perceptions of fairness and a clear commitment to value - qualities that are resonating strongly as households navigate economic pressure. PAK’nSAVE stands out not by over-promising, but by consistently delivering practical benefits that Kiwis can rely on, reinforcing its reputation as one of the country’s most dependable and trusted brands.

The survey was conducted between February and March 2026, across thousands of New Zealanders and measures both awareness of a brand and how people perceive its behaviour and performance.