These are the "Swiss Top Brands 2023
In the market research study "Trusted Brand 2023," Reader's Digest examined which brands convey the most credible messages and how the global political situation affects purchasing behavior.
Brands that fulfill their value proposition maintain their position even in times of uncertainty. In the brand study "Trusted Brand 2023," Reader's Digest examined who has successfully defended its top rank and how the global political and economic situation is affecting purchasing behavior.
The figures show a need for consistency. In no less than 18 product categories, the winning brands are the same as last year: VW (automobiles), Raiffeisen Bank (banks/financial services), Ricola (candies), Nivea (shower gel as well as cosmetics), Miele (household/kitchen appliances), Amplifon (hearing aid manufacturer), CSS (health insurance), Emmi (dairy products), Voltaren (muscle and joint complaints), Similasan (natural remedies), Fielmann (optician/eyeglass brands), Lindt & Sprüngli (chocolate), Ticino (Swiss vacation regions/locations), Qualipet (pet supplies/pet food), V-Love (vegan/vegetarian products), Die Mobiliar (insurance) and Burgerstein (vitamin products). In eleven product categories, even the order of the top three brands remained unchanged (sweets, shower gel, hearing aid manufacturers, health insurance companies, dairy products, natural remedies/homeopathy, optician/eyewear brands, chocolate, Swiss vacation regions/locations, insurance companies, vitamin products).
Only in two categories do challengers advance
Only in two categories do challengers rise to the top: Jumbo (624 mentions) overtakes Coop Bau+Hobby (225 votes) in the construction and hobby markets, and NeoCitran (262 mentions) replaces last year's winner Vicks (227 votes) in cough and cold remedies.
The power of some winning brands is particularly clear. Lindt & Sprüngli received the most mentions of all categories in the chocolate category (845 mentions). Second in the chocolate category is Cailler with 293 votes. In the optician/eyewear brands, Fielmann came in with an exceptional 732 mentions, followed by Visilab with 203 votes. Ricola is very well anchored in the candy category with 714 mentions. The challenger Haribo comes in at 334 mentions.
Reader's Digest has closely examined the influence of the world situation on consumer sentiment. No less than 58 percent of respondents are consistent in their buying behavior and said they remain loyal to familiar brands. 55 percent said they are paying more attention to low prices - a sign of caution. Almost half of the study participants (44 percent) were unimpressed by negative headlines. They said they would continue to consume as before. However, 34 percent were cutting back on their purchases.
The top performers in 2023 at a glance
- Automobiles: VW
- Banks/Financial Service Providers: Raiffeisen Bank
- Construction and hobby markets: Jumbo (new category winner)
- Candy: Ricola
- Shower gel: Nivea
- Household/Kitchen Appliances: Miele
- Hearing aids (manufacturer): Amplifon
- Cough and cold remedies: Neocitran (new category winner)
- Cosmetics: Nivea
- Health insurance companies: CSS
- Dairy products: Emmi
- Muscle and joint complaints: Voltaren
- Natural remedies/homeopathy: Similasan
- Optician/eyewear brands: Fielmann
- Chocolate: Lindt & Sprüngli
- Swiss vacation regions/locations: Ticino
- Pet Supplies/Pet Food: Qualipet
- Vegan/vegetarian products: V-Love (Migros)
- Insurances: The furniture
- Vitamin products: Burgerstein
About the study: The independent brand study "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.
