Whittakers retains top spot with Tip Top and Pineapple Lumps in 2^nd equal place, in Colmar Brunton's 2014 Most Loved Kiwi Brands survey. The All Blacks have been bumped from third place last year to 5^th in 2014.

Colmar Brunton CEO Jacqueline Ireland says iconic Kiwi brands dominate the love space because they deliver consistently.

"The most loved brands are all authentic, have been consistently invested in and have shown a clear and meaningful point of difference over time," Ms Ireland says.

"This is reflected in Whittakers result which I believe is reward for consistency and the investment in the Nigella campaign which has broken new ground and ensured the brand stands out."

Survey results showed that while Whittakers was the most loved brand for males and females nationwide, Aucklanders were less likely to love it than non-Aucklanders.

The biggest movers up the rankings were Fisher & Paykel, up 12 places from 29^th last year to 17^th equal, Pak N Save, up nine places to 11th equal, Weet Bix up six places to 8^th equal and Marmite up five places to 6^th.

"This demonstrates that a strong brand such as Marmite can recover from a setback."

The biggest loser was Trade Me, down nine places to 14^th equal and Sanitarium which dropped from 12^th to 20^th place.

Ms Ireland suggests Sanitarium's slide down the rankings may be the result of consumers focusing more on product brands, such as Weet Bix and Marmite, ahead of the parent brand.

"Pak N Save was our most loved retailer thanks to a combination of value and humour, while Air New Zealand was by far the most loved service brand, which we believe reflects the value consumers place on a uniquely Kiwi service experience."

"While the All Blacks were the second most loved brand for men, they were 8^th for women and 5^th overall. Maybe the memory of 2011's Rugby World Cup triumph is fading for some."

The top 20 Most Loved Brands are as follows.

ENDS