Reader's Digest "Trusted Brand 2025": Trust in brands remains stable
The 25th edition of the "Trusted Brand" study by Reader's Digest shows which brands are most trusted in Switzerland. In 13 out of 15 categories, the frontrunners remain unchanged, while the acceptance of AI applications is growing.
The annual "Trusted Brand" brand study by Reader's Digest, conducted in collaboration with the Aachen-based Dialego Institute, has once again investigated Swiss consumers' trust in brands. For the 2025 edition, 2,300 people were surveyed and asked to name their most trusted brands in 15 product categories. Despite economic and social uncertainties, brand trust remains remarkably stable: in 13 categories, the winners are the same as last year.
The frontrunners in the respective categories include Ricola (sweets), Miele (household appliances), Amplifon (hearing aids), NeoCitran (cough medicine), Nivea (cosmetics) and CSS (health insurance). Particularly striking is the dominance of Fielmann in the opticians/glasses brands category with 752 mentions - the highest number of all categories - followed by Ricola (655 votes) and Nivea (532 votes).
AI acceptance on the rise
There has been a change in attitudes towards artificial intelligence (AI). While 24% of respondents rate AI applications positively - an increase of two percentage points compared to the previous year - the negative attitude fell by six points to 33%. However, the majority of consumers remain indifferent to AI, with an increase to 43%.
The study also sheds light on the personal assessment of the future: only 57% of Swiss people still believe that 2025 will be a good year for them personally - a decline compared to the 61% in the previous year. Andreas Karl, Managing Director of Reader's Digest Germany, Austria and Switzerland, comments: "Our study shows how important it is to provide clear points of reference with high-quality and sustainable offers - and thus invest in the trust of customers."
The "Trusted Brand" study has been conducted since 2001 and is considered one of the largest consumer studies in Europe. According to the information provided, the unaided survey, in which consumers spontaneously name their most trusted brands, is unique. A total of 2193 brand terms were named in Switzerland, which underlines the intense competition for consumer trust.
