Number 1 Most Trusted Brand again in Milestone Birthday Year

The Frosch brand celebrates 40th birthday and the title of Most Trusted Brand 2026

“If you want to gain customers’ trust, you have to prove every day that you keep your promises. It’s exactly this reliability that distinguishes the most successful brands in our study,” says Andreas Karl, Managing Director of Reader’s Digest Deutschland: Verlag Das Beste GmbH, about the results of the Trusted Brands Study 2026.

One of the most successful brands is Frosch. The umbrella brand of the Mainz family company Werner & Mertz has consistently placed first in this ranking for decades. For the 25th time in a row, consumers surveyed this year expressed their deep trust in the brand in the category household cleaner. Because Frosch was mentioned most frequently by nearly 2700 people who named a brand in this segment, it was again crowned “Most Trusted Brand”. Moreover, 851 respondents said that they trust Frosch the most and would recommend the brand to friends and family.

In 2026 Frosch is celebrating its 40^th birthday along with four decades of trust in the brand, with which Werner & Mertz has demonstrated since 1986 that ecological responsibility and strong performance naturally belong together. Over the years, the Frosch portfolio has grown to more than 80 products for household cleaning and laundry to personal care with Frosch Senses soaps and shower gels.

Since the Reader’s Digest established the Trusted Brands study 25 years ago, consumers in Germany have been asked every year about the brands they trust. The survey is unique in that consumers name the brands without any prompts, that is, they are not given a list from which to choose. On behalf of Reader’s Digest, the Institut Dialego in Aachen conducted the current online survey with 4,000 persons (18 years and older) in Germany who are considered to be representative of the adult population. The respondents named about 2,400 different brands in 15 product categories.