These are the "Swiss Top Brands 2022

Even a first glance at the table of the most trusted brands reveals an astonishing picture. In no less than fourteen product categories, the same brands are at the top of the podium as in the previous year: Raiffeisen Bank (banks/financial service providers), Coop Bau+Hobby (building and hobby markets), Ricola (sweets), Nivea (shower gel as well as cosmetics), Miele (household/kitchen appliances), Amplifon (hearing aid manufacturer), Emmi (dairy products), Voltaren (muscle and joint complaints), Similasan (natural remedies), Fielmann (optician/eyewear brands), Qualipet (pet supplies/pet food), Die Mobiliar (insurance), Burgerstein (vitamin products). In ten product categories, even the order of the top three brands is the same as last year. "We are currently experiencing a crisis-laden period as hardly ever before. In view of this, the keyword 'trust' takes on a whole new meaning. Here, companies and brands can even form trust anchors and show perspectives. This finding is fully confirmed in our study," explains Andreas Schröder, Reader's Digest Managing Director Germany, Austria and Switzerland.

Challengers "overtake" in only five categories

Only in five categories do challengers rise to the top - almost always in a head-to-head race: VW overtakes Audi (automobiles), Vicks is even more popular than Ricola (cough and cold remedies), CSS leaves Helsana behind (health insurance) and Ticino receives more votes than Grisons (Swiss vacation regions/locations). A big surprise emerged in the vegan and vegetarian products. V-Love, a Migros own brand, came out on top here. The brand, which was only launched in mid-2020, has managed to become the category leader in a very short time. Reader's Digest has recently surveyed consumer confidence in the chocolate sector: The traditional brand Lindt & Sprüngli came out on top by a wide margin.

The most colorful brand landscape

The number of brands mentioned in each industry is revealing. The most diverse category is vitamin products: Respondents named a full 255 brands. In second place is the natural remedies/homeopathy category with 226 different brands. This is closely followed by cosmetics (225 brands). Muscle and joint ailments listed 206 brands. The lowest brand diversity is in automobiles (62 different mentions): The requirements for successful products are so high that only a few brands hold their own worldwide. The cards are also largely spread out in insurance (64 named brands) and health insurance (67 brands).

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About the study: The independent market survey "Trusted Brand" has been conducted by Reader's Digest since 2001 and is one of the largest and best-established consumer studies in Europe. Reader's Digest, together with the Dialego Institute, Aachen, surveyed 2300 consumers in Switzerland.