The International Data & Analytics Group YouGov, in collaboration with the SZ Institute of the Süddeutsche Zeitung, has announced its quality champions for 2025. this is the third year YouGov has conducted the survey.Weleda, the natural cosmetics brand, leads the ranking this year.

Weleda secured the top position, surpassing Andechser Molkerei Scheitz, a Bavarian dairy. During the observation period from January 1, 2024, to June 30, 2025, Weleda convinced its customers of its quality, achieving a score of 90.9 points.

The Top 10 Quality Champions 2025

Andechser Natur secured second place with 88.6 points. Lavazza, the Italian coffee company, came in third with 88.5 points, improving from its fifth-place ranking last year. BMW, the German automotive group, is a newcomer to the list, landing in fourth place with 88.3 points. Teegschwendner, the tea trade company, follows in fifth place with 58.3 points, up three spots from the previous year.

Peek & Cloppenburg ranks sixth with 88.0 points, returning to the top 10 after being absent in 2024. Breuninger,the department store chain,secures seventh place this year with 87.2 points, after not being represented in the 2024 ranking, though it held third place in 2023.

LEGO, another newcomer, lands in eighth place with 86.8 points. Frosch, the cleaning brand, also makes its debut in the top 10, taking ninth place with 86.5 points. Makita, the tool brand, rounds out the top 10 with 106.4 points and is also a newcomer.

The rankings are based on data from the YouGov Brandindex brand monitor.

«from organic yogurt to luxury car-these top 10 brands stand for what consumers in Germany estimate: product quality and reliability.”

Ranking Dominated by Retail and FMCG Brands

Similar to the previous two years, the top 10 German quality champions are primarily from the retail and FMCG (Fast Moving Consumer Goods) sectors.

Felix leifecker, Head of Data Products Dach at YouGov, commented on the ranking: «From organic yogurt to luxury car-these top 10 brands stand for what consumers in Germany estimate: product quality and reliability. The top 3 brands of the ranking, Weleda, Andechser Natur and Lavazza stand for a new form of quality awareness – where nature closeness, responsible production and real enjoyment come together. »

The quality champions 2025 span 45 categories from sectors including banks & insurance companies, FMCG, retail, mobility, tourism & leisure, electronics & streaming, automotive, and service providers.