Tip Top, Edmonds, Air New Zealand, Mitre 10 and Resene are popular, but no one can knock Whittaker's off the top spot.

The Porirua confectionery company has, for the sixth year in a row, won the Reader's Digest Most Trusted Brands Survey.

Roy Morgan Research interviewed 1400 New Zealanders for the survey on 60 categories, from kitchen appliances to dog food, banks to digital cameras.

Whittaker's took out the confectionery, most iconic and most trusted categories in the survey, now in its 18th year.

Survey responses about the Peanut Slab makers included "great family business", "honest about its ingredients", "no packaging tricks" and "amazing flavours".

The other top listing brands in the most-trusted section were, in order, Canon, Tip Top, Edmonds, Resene, Air New Zealand, Mitre 10, Toyota and Sleepyhead.

Other category winners included Avanti (bicycles), Whiskas (cat food), Southern Cross (health insurance), Panadol (pain relief), New World (supermarkets), Oyster Bay (wine), Vogel's (bread) and Fisher & Paykel (whitegoods).

Reader's Digest Australasian managing editor Louise Waterson said being ranked on the trusted brands list means a company is genuine, authentic, reliable and consistent.

But being considered so trustworthy comes with responsibilities, she said.

"Maintaining this ranking involves a genuine commitment to protect and fulfill the promises made to the consumer."