Twint remains at the top of the Swiss Reputation Ranking
The NIQ GfK Business Reflector 2025 confirms: Twint once again tops the Swiss Reputation Ranking. Zweifel remains in second place, while Ricola knocks Migros off third place. Among non-profit organizations, Rega is at the top for the eighth time in a row.
Like already in the previous year Twint leads the reputation ranking of Swiss companies. The company is particularly highly regarded in French-speaking Switzerland and among women and young people under the age of 30. "Twint is seen as an absolute top company that offers better services than other companies in the sector and stands out positively," explains Anja Reimer from NIQ GfK. "No other company enjoys such strong identification among the Swiss population."
Twint CMO Jens Plath is delighted with the result: "The trust of our more than five million users is of central importance to us. We are particularly pleased to be recognized together with other Swiss Love Brands."
Changes in the ranking
Zweifel remains in second place, scoring particularly highly in German-speaking Switzerland and among younger consumers. Ricola rises to third place, pushing Migros down to fourth place. Lindt & Sprüngli moves up four places to fifth place, followed by Coop, which climbs two places and - like Zweifel - is particularly popular with young consumers.
Digitec Galaxus makes it into the top 10 for the first time after the company is now one of the 50 most important Swiss companies due to increased awareness. The cantonal banks moved up five places to eighth place, while SBB dropped four places to ninth - although it received the best rating in terms of environmental sustainability. Geberit remains unchanged in tenth place.
Demographic differences in the ranking
The results show clear regional and demographic differences. In French-speaking Switzerland, Migros is in second place, followed by Lindt & Sprüngli. Rolex, Nespresso and Logitech are among the ten most valued companies here.
Among women, Migros is just ahead of Ricola in third place, while Landi is also in the top 10. The men rate Ricola best, followed by Zweifel and Migros. Mobiliar and Logitech are among the most highly rated companies.
In terms of age, Twint clearly leads the ranking for young people under 30, followed by Zweifel, Coop and Migros. Ricola, Zweifel and Lindt & Sprüngli occupy the top three places among the over-50s.
Rega dominates the NPO ranking for the eighth time in a row
Swiss Air-Rescue Rega remains the undisputed leader among non-profit organizations. "This award is thanks to our employees, who give their all around the clock to help people in distress," says Rega CEO Ernst Kohler.
The Swiss Paraplegic Foundation and the Swiss Red Cross follow in second and third place. They are followed by Médecins Sans Frontières, Spitex Switzerland, Fairtrade Max Havelaar and WWF Switzerland, which moved up three positions. The Cancer League, Swiss Mountain Aid and Bio Suisse complete the top 10.
The NIQ GfK Business Reflector measures the reputation of the 50 leading Swiss companies and 20 best-known non-profit organizations. The representative survey is based on 3,800 interviews conducted between mid-January and mid-February 2025. The aim of the study is to provide precise reputation monitoring for companies and NPOs.
