Frosch is Brand of the Year 2025!

Trusted brand of the eco pioneer Werner & Mertz takes top place in the laundry and cleaning products category

The medium-sized enterprise Werner & Mertz of Mainz has broad acceptance among consumers. In a representative ranking by YouGov in cooperation with the business newspaper Handelsblatt, the Frosch brand took first place in the Laundry and Cleaning Products category—ahead of large, well-known corporations, including Persil and Ariel. Frosch has claimed the title “Brand of the Year”.

Rheingold psychologist Stephan Urlings was quoted in the accompanying Handelsblatt article: “It is important for brands to maintain the balance between stability and further development—without neglecting the psychological brand essence.” YouGov survey manager Felix Leiendecker noted that as long as a brand does not get into trouble, consumer trust built up over generations is a distinct advantage, particularly in times of uncertainty.

All that is true of the Frosch brand. Founded in 1986, the Mainz-based brand will celebrate its 40 years on the market next year. From the start, the eco pioneer has achieved the goal of combining cleaning and care with unmatched environmental protection. With its innovations, the manufacturer is always at least one development stage ahead of the previous ecological benchmark. Just two examples are the innovative formulas based on plants and the use of recycled plastic in packaging. At all times, the focus is on the goal of making an integrally sustainable lifestyle attainable for the majority. The high-performance products with their bright colors and pleasant scents also offer a feel-good atmosphere and enjoyment of life. That creates consumer trust that can be measured.

For the representative ranking in cooperation with the Handelsblatt, YouGov conducted online interviews with consumers on brands in 32 categories from September 2024 to August 2025. The 970 brands could achieve scores of 100 to minus 100 points. The competitors with the highest scores in their categories were named Germany’s “Brands of the Year”.

Link to the Handelsblatt (German only) article mentioned above.