What's needed is an industry association
There needs to be a centralised resource that can be used to verify the credentials of security software providers; this could then be used by consumers to check that the product they are buying is from an accredited source.
It would require cooperation between the various security software vendors to promote the association and make it visible to consumers as a way of verifying their product.
Unless the industry makes a move to provide this sort of facility, then users will increasingly turn to a few "known" names in the security field, or the operating system vendors themselves will have to provide the security software, either of which will reduce the overall market for third-party security software.