Weleda is quality champion for the first time
This year, the international Data & Analytics Group YouGov, in collaboration with the SZ Institute of the Süddeutsche Zeitung, is selecting the best brands in terms of quality for the third time. The Quality Champions 2025 are led by Weleda for the first time this year.
The natural cosmetics brand thus takes over first place from the Bavarian Andechser Molkerei Scheitz. In the observation period from July 1, 2024 to June 30, 2025, Weleda was able to convince current customers the most of its quality (90.9 score points).
The top 10 quality champions 2025
Andechser Natur is once again in 2nd place (88.6 points), followed by the Italian coffee company Lavazza in 3rd place with 88.5 points. Lavazza was in 5th place last year and was therefore able to move up two places. The German automotive group BMW is in 4th place (88.3 points). BMW is a newcomer this year. TeeGschwendner follows in 5th place with 88.3 points. The tea trading company improved by 3 places compared to the previous year.
Peek & Cloppenburg ranked 6th with 88.0 points. The retailer was already in the top 10 in 2023, but not in 2024. The same applies to Breuninger: the department store chain is in 7th place this year (87.2 points), was in third place in 2023 and not in the ranking in 2024.
LEGO is a newcomer and comes in 8th place with 86.8 points. The cleaning brand Frosch is also represented in the top 10 quality champions for the first time. The brand is ranked 9th with 86.5 points. Finally, the tool brand Makita takes 10th place with 86.4 points. Makita is also a newcomer.
The ranking is based on population-representative data from the Brand Monitor YouGov BrandIndex.
Ranking again dominated by retail and FMCG brands
As in the two previous years, the top 10 German quality champions are dominated by brands from the retail and FMCG sectors.
Felix Leiendecker, Head of Data Products DACH at YouGov, says of the ranking: "From organic yogurt to luxury cars - these top 10 brands represent what consumers in Germany value most: Product quality and reliability. The top 3 brands in the ranking, Weleda, Andechser Natur and Lavazza, stand for a new form of quality awareness - where closeness to nature, responsible production and genuine enjoyment come together."
The Quality Champions 2025 comprise 45 categories from the banking & insurance, FMCG, retail, mobility, tourism & leisure, electronics & streaming, automotive and service provider sectors.
