Strong trust and outstanding customer satisfaction

Frosch brand takes top position in two different rankings

Frosch, from the family-run Werner & Mertz of Mainz, has the best prerequisites for sustained success and a promising future as the leading brand in its sector, according to two separate rankings.

In this year’s Trusted Brands survey from Reader’s Digest and in the YouGov ranking on highest customer satisfaction, the Frosch brand prevailed over its competitors and achieved leading cross-sector results. Both studies emphasized important aspects such as quality, trustworthiness and sustainability.

“Especially in times of uncertainty, consumers want brands to provide what others only promise. Where that happens, a brand earns sustainable trust and lasting customer satisfaction!” says Werner & Mertz owner Reinhard Schneider.

“A brand that builds up trust today has the chance to survive as a leading brand in the future,“ said the creators of the Reader’s Digest Trusted Brands survey. For decades the Frosch brand has consistently achieved the highest honors in this ranking which uses no prompting. This year the surveyed consumers expressed their deepest trust in the brand in the household cleaners category for the 24th consecutive time. Among the 165 brands named, Frosch was named most frequently, making it again the “Most Trusted Brand”. The Frosch brand increased its lead over competitors by one percentage point. Thirty-seven percent of surveyed consumers said they trust the Frosch brand most and would recommend it to friends and family.

According to the survey, social responsibility has become as important in brand trust as quality and price. The topic of sustainability also means more to consumers now. “Companies actively engaged in environmental protection that also follow credible sustainability strategies are well-received by consumers,” the survey stated.

The Frosch brand has been an eco pioneer from the start (since 1986), long before its integral sustainability orientation became well-known. In the meantime Frosch has earned its reputation as a high-quality brand. In the Trusted Brands survey, respondents mentioned “quality” most frequently as the criterion for their trust in the Frosch brand—even more often than “environmental protection”. The manufacturer Werner & Mertz has proven that sustainability and high quality are not mutually exclusive, but can instead complement each other perfectly.

“Customer satisfaction has long been more than a nice extra in everyday business. It is an economic necessity with direct influence on sales, brand reputation and long-term corporate stability.[…] An investment in satisfied customers is therefore a direct investment in a company’s sustainability,“ according to an article in the Süddeutschen Zeitung about the ranking in customer satisfaction conducted in cooperation with YouGov. If a company wants to secure its long-term success in the market, it has to offer more than attractive prices, the author added. Other important criteria named besides authentic brand communication were first-class product quality and strong trust.

In this survey the Frosch brand took the top place in the cleaning products category with a score of 90.3. Its excellent score put Frosch fifth across all sectors and only slightly behind Lavazza as the FMCG brand with the highest customer satisfaction.

The creators of the survey attribute the success of many FMCG brands to what the goods have in common. “These brands for everyday use provide routine, memorable points of contact for customers and therefore have the chance to satisfy their users regularly.”

Since 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 of brands from which to choose. On behalf of Reader’s Digest, the Institut Dialego in Aachen conducted the current online survey in January 2025 with 4,000 persons representative of the adult population (18 years and older) in Germany. The respondents named nearly 2,500 different brands in 15 product categories.

In cooperation with the Süddeutschen Zeitung, YouGov conducted online interviews with 950,000 persons from February 2024 to January 2025 to obtain a representative ranking of brands in 34 categories. Eight hundred brands achieved a score between minus and plus 100 points. To determine customer satisfaction, surveyers asked participants whether they were satisfied or dissatisfied with a brand. The result, on a scale from -100 to +100, is the difference between the positive and negative evaluations. The survey is part of the YouGov BrandIndex, which continuously tracks brand perception.