Woolworths and Coles are Australia’s most trusted brands, but as prices rise and a consumer backlash against in-store technology builds, there are danger signs ahead.

Australia’s largest supermarket chains emerged as the two most-trusted brands during the pandemic, knocking Bunnings and Aldi out of first and second place on Roy Morgan’s top 10 list, by using clear and consistent messaging over issues such as toilet paper shortages, and going the extra mile to help customers – for example, opening earlier for elderly shoppers.