Reader's Digest study: Switzerland trusts these 15 brands

The 24th "Trusted Brand 2024" brand study by Reader's Digest shows who has the most trustworthy brand policy in 15 product categories. It also examined the personal trust of Swiss consumers in 2024 and their attitude towards brands that use artificial intelligence.

Trust is based on long-term commitment. According to the 24th brand study "Trusted Brand 2024" by Reader's Digest, the winning brands from the previous year were able to maintain their position in the respective 15 product categories. In nine product groups, more than half, the order of the top three brands even remained unchanged - in the categories of sweets, hearing aid manufacturers, cough and cold remedies, muscle and joint complaints, natural remedies/homeopathy, optician/glasses brands, vegan/vegetarian products, insurance and vitamin products.

The top trio in terms of nominations

The strength of some of the winning brands is particularly clear. According to the study, Fielmann achieved the most mentions of all categories with 791 mentions (optician/glasses brands), followed by Ricola with 695 votes (sweets). In third place is Nivea (cosmetics) with 543 mentions.

Particularly striking: the bank Credit Suisse remains in seventh place in terms of trust in banks/financial service providers with 63 votes. After massive outflows of funds, the bank was taken over by its competitor UBS last year.

According to the study, the Swiss population has become more optimistic overall: A clear majority of 61% of respondents are confident that 2024 will be a good year for them personally. In 2023, the figure was 57%. "The fact that consumers are once again looking ahead with more confidence is a welcome development," explains Andreas Karl, Managing Director of Reader's Digest Germany, Austria and Switzerland. "Above all, however, our study shows how important it is for brands to invest in their customers' trust - with high-quality and sustainable offers."

Mixed feelings about AI

A mixed picture emerges from the first survey of Swiss people's attitudes towards artificial intelligence (AI). Almost a quarter, 22%, view brands that use AI more positively, primarily when it comes to individual product design or protection against hacking and misuse. However, significantly more than a third (39%) have a more negative perception of the brands in question. 40 percent of respondents stated that they are indifferent when it comes to trusting a brand that uses AI.

The 2024 frontrunners at a glance

  • Banks/financial service providers: Raiffeisen Bank
  • Candies: Ricola
  • Household/kitchen appliances: Miele
  • Hearing aid manufacturer: Amplifon
  • Cough and cold remedy: NeoCitran
  • Cosmetics: Nivea
  • Health insurance companies: CSS
  • Muscle and joint pain: Voltaren
  • Natural remedies/homeopathy: Similasan
  • Optician/glasses brands: Fielmann
  • Swiss vacation regions/places: Ticino
  • Pet supplies/pet food: Qualipet
  • Vegan/vegetarian products: V-Love (Migros)
  • Insurance: Mobiliar
  • Vitamin products: Burgerstein

The independent brand study "Trusted Brand" is used by Reader's Digest has been conducted since 2001 and, according to its own information, is one of the largest and best-established consumer studies in Europe. In Switzerland, 2,300 consumers were surveyed. All questions about the brands were asked in an unsupported manner, i.e. without specifying names. In 15 product categories, participants spontaneously named the brand that they personally trust the most and would recommend to family or friends. A total of 1984 brand terms represent the strong competition for consumer favor.

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