Frosch brand is Quality Champion again!
Trusted brand of eco pioneer Werner & Mertz expands lead over competitors in YouGov ranking
Naturalness and sustainability, says Süddeutscher Zeitung, are the attributes shared by the forerunners in the cleaning products category of the YouGov ranking 2026. On top once again this year is the Frosch brand from Mainz cleaning products manufacturer Werner & Mertz, which widened its lead over competitors and earned the designation “Quality Champion”.
In 24 of 45 product groups, the previous year’s winners defended their place and in 21 cases, the lead was claimed by another. The SZ concludes: “A brand that impresses for years solidifies its reputation, but when a brand underperforms, its customers notice. That’s what makes the title ‘Quality Champions’ a reliable indicator of which brands people can really trust.”
The article also noted again that a good reputation for quality does not develop in the short term, but in the long term, with many separate purchasing experiences. “Reputation is one of the most valuable and yet most fragile assets a company has,” according to the Süddeutsche Zeitung.
“Superior quality is always an important aspect of sustainability,“ said Werner & Mertz owner Reinhard Schneider, “and we don’t need petroleum for that!”
This year the Frosch brand celebrates 40 years on the market. Since 1986 the brand has stood for ecological, high-performance products at fair prices. With packaging made of recyclate from the Yellow Bag and surfactants based on European vegetable oils, Werner & Mertz has long been working toward independence from fossil fuels. The company has gained a distinct advantage in times of supply shortages and can guarantee a steady supply of high-quality raw materials in its products. Customers put their trust in that too, as confirmed by the YouGov ranking.
About the study:
In cooperation with the Süddeutschen Zeitung, YouGov determined the representative ranking by conducting online interviews with consumers about brands in 45 categories from July 2025 to June 2026. A total of 839 brands could achieve a score between minus 100 and plus 100. The perceived quality was calculated by subtracting the negative from the positive answers to the questions “Which of the following brands do you think stand for good quality” and “Which of the following brands do you think stand for poor quality?” The score indicates the average performance of a brand. The Frosch brand achieved a score of 85.3.