Frosch brand: Trustworthy quality counts more than discounts!

Best-known brand from the eco pioneer Werner & Mertz remains price/performance victor in YouGov ranking

In economically tough times too, consumers rely on Frosch: The brand of the Mainz-based medium-sized company is again the price/performance victor in the laundry and cleaning products category! Compared to last year, this time the eco pioneer expanded its lead over the second-place finisher by 4.4 points.

The results are based on a survey conducted by the market research agency YouGov in cooperation with the Handelsblatt. Drawing from more than one million online interviews with representative consumers, the researchers determined the brands with the best price/performance ratio.

“Well-established brands have to have a sound strategy at such times,” according to the Handelsblatt article about the ranking. “A major role is played by the trust that some manufacturers have built up over decades,” said Felix Leiendecker, manager of the YouGov study.

In 2026 the Frosch brand is celebrating its 40th anniversary. From the start, the brand has stood for integrally sustainable products at fair prices. It regularly earns good results from Stiftung Warentest (most recently Delicate Almond Detergent was the test winner), which confirms the outstanding quality of the laundry and cleaning products.

The Mainz brand shows that sustainable cleaning and washing does not demand sacrifices. On the contrary, with brilliant colors, pleasant scents and the likeable comic figure Fred as brand ambassador, Frosch stands for joy and ease.

“The fact that our Frosch brand could expand its price/performance lead even though we stay out of the discount battles shows that the consumer considers trustworthy quality more important than a low price,” said Werner & Mertz owner Reinhard Schneider.

To distinguish their own brands from the growing number of competing products, manufacturers boost their brands with positive emotions and messages, writes Handelsblatt editor Jan Wittenbrink. It’s important to create an experience for the customer. Brand manufacturers are increasingly turning to direct sales or online shops and making sales independent of retail outlets, says Leiendecker.

With an online shop and its own Frosch store in downtown Mainz, the manufacturing company Werner & Mertz offers its customers the entire product portfolio along with exclusive promotional items such as “cheeky” shirts and a Frosch spritzer glass that shows the customer’s sense of belonging to the home of Frosch. It’s snapped up by tourists and Mainz residents alike. Product tests on site and events make shopping an experience–and strengthen the bond to the brand.

In cooperation with the Handelsblatt, YouGov determined the representative ranking by conducting online interviews with consumers about  brands in 32 categories from December 2024 to November 2025.  Altogether 852 brands could achieve a score between minus and plus 100. The perceived price/performance ratio was calculated by offsetting the answers to the questions “Which brand stands for a good price/performance ratio?” and “Which brand stands for a poor price/performance ratio?” That is, the proportion of negative mentions was  subtracted from the proportion of positive mentions. The score indicates the average performance of a brand. The Frosch brand achieved a score of 27.5.

Link to the Handelsblatt article mentioned above (German only): Ranking 2026: Diese Marken haben das beste Preis-Leistungs-Verhältnis