Sparkasse, Samsung, VW and Co.: Germans trust these brands the most


In a study, German citizens were asked which brands they trust the most. Many companies such as Sparkasse, VW and Samsung were able to defend their top position from last year. Here you can find out who won in each category.

More than 4,000 German consumers were asked which brands they trust the most. The study was carried out by “Reader’s Digest” in cooperation with the Aachen-based Institute Dialego. Overall, the winners were sought in 20 different categories.

In most categories, the winners from the previous year were able to maintain their top positions. Respondents were free to choose their answers and no pre-selection for the “Most Trusted Brands” was provided. A total of 3,578 brands were named in this way.

The “Most Trusted Brands” of the Germans 2022

product categoryMost Trusted Brands 2022Number of brands mentioned

automobiles

Volkswagen

54

banks

savings bank

79

clothing

C&A

428

cold medicine

Wick

173

weight loss

Weight Watchers

163

trading company

Edeka

215

domestic appliances

Bosch

101

household cleaners

frog

143

skin care (medical)

Nivea

217

Mineral water

Gerolsteiner

274

mobile phones/smartphones

Samsung

60

food

dr Oetker

380

Painkiller

aspirin

106

sparkling wine

Little Red Riding Hood

121

confectionery

Haribo

172

tea

teapot

172

Vegan/vegetarian products

Ruegenwald mill

170

insurances

alliance

140

vitamin products

abbey

303

laundry detergent

Persil

107

Sparkasse, Samsung, VW: These are the criteria for the choice

The most important thing for respondents when choosing a brand was the quality of the products. For 73 percent, this was the most important or second most important criterion. This is followed by the price or performance ratio and the fulfillment of needs by the products by a clear margin.

Far behind is environmental protection in fourth place. Only 13 percent of the participants chose one of the top two places. The conclusion is service and customer focus, innovation and progressiveness as well as prestige and reputation.

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