MOST TRUSTED BRANDS 2025: CZECHS VALUE RELIABILITY AND QUALITY - ScreenVoice.cz

The latest edition of the Most Trusted Brand 2025 awards revealed which brands Czech consumers trust the most.

The organiser of the Most Trusted Brand 2025 awards, Atoz Marketing Services, has announced the results of the eleventh edition. The representative survey by NielsenIQ, conducted in late September and early October, included 4,000 respondents and nearly 900 brands in 95 categories. This year, customers placed the greatest emphasis on reliability and quality, which was confirmed by the gala evening in Prague's Cubex Centre, which accompanied the all-day Czech Retail Days congress.

"This year's results confirm that trust is not accidental. Consumers appreciate brands that deliver quality over the long term, communicate transparently and deliver on their promises," said Lukáš Matějka of Atoz Marketing Services. According to him, categories reflecting modern lifestyles, from home security and well-being to payment services, travel and smart home technology, are gaining ground.

"We saw a 5% increase in the Most Trusted Brand designation in importance to consumers compared to last year, making it the strongest non-state award in the Czech Republic," said Viktoria Škorvagová of NielsenIQ.

Among the newly awarded brands were XTB (brokerage companies), Oral-B (electric toothbrushes), Tefal (hot air fryers), Visa (credit cards) and Smartwings (airlines). Czech companies also performed well, such as Jablotron (home security), suit manufacturer Bandi and window and door manufacturer Vekra. The health care category had its winners, such as Neospan (sleep support) and Forfemina (weight management).

In addition to new brands, traditional stalwarts such as Czech Dermacol and Igráček retained their titles. These brands confirm that even in the competition of global players, domestic brands have a stable position in the eyes of Czech customers.

The survey also showed shifts among established brands. In the private label segment, K-Jarmark from Kaufland succeeded for the first time, DrWitt strengthened in the functional drinks category and Klik.cz gained the most trust among insurance comparison portals.