These are the "Swiss Top Brands 2022

The first glance at the table of the most trusted brands reveals an astonishing picture. In no fewer 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 (DIY and hobby stores), Ricola (sweets), Nivea (shower gel and cosmetics), Miele (household/kitchen appliances), Amplifon (hearing aid manufacturer), Emmi (dairy products), Voltaren (muscle and joint pain), Similasan (natural remedies), Fielmann (optician/glasses brands), Qualipet (pet supplies/pet food), Die Mobiliar (insurance), Burgerstein (vitamin products). In ten product categories, the order of the top three brands is even the same as in the previous year. "We are currently experiencing a time of crisis like never before. In view of this, the keyword 'trust' takes on a whole new meaning. Here, companies and brands can even form anchors of trust and show prospects. 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 make it to the top - almost always in a neck-and-neck 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 Graubünden (Swiss vacation regions/places). There was a big surprise when it came to vegan and vegetarian products. V-Love, 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 space of time. Reader's Digest 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 named in the individual sectors 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). For muscle and joint complaints, 206 brands were listed. The smallest variety of brands was found for cars (62 different mentions): The requirements for successful products are so high that only a few brands are able to hold their own worldwide. The cards are also largely stacked when it comes to insurance (64 brands named) and health insurance (67 brands).

---

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.