TRUSTED BRANDS 2026: JAR, KOFOLA, DERMACOL AND IGRÁČEK HAVE ONCE AGAIN DEFENDED THEIR TOP SPOTS

One of the striking features of this year’s results from the Most Trusted Brand programme is continuity. Many of them have retained their top positions in the same categories as last year. Among the repeat winners are, for example, Jar, Kofola, Dermacol and Igráček, as well as dm drogerie, Deichmann and Česká spořitelna.

The winners of the twelfth edition of the Trusted Brands programme were announced on 5 November at a gala evening at the Cubex centre in Prague. A total of 91 brands earned the greatest trust of Czech consumers in their respective categories. The results are based on a survey conducted by the NIQ agency, in which 4,000 respondents took part. This year’s edition also introduced new categories, such as fitness centres, sports nutrition and television news. The programme is organised by Atoz Marketing Services.

Among the brands that retained their top positions from previous years are Jar, Kofola, Dermacol and Igráček. dm drogerie, Deichmann and Česká spořitelna also repeated their success. Among Czech brands, awards went toJablotronin the home security category, Vekra amongst window and door manufacturers, and Bandi men’s suits.

Kaufland won in the food retailers’ category, K-Jarmark among private labels, and Rohlík.cz in online food sales. Ikea also retained its top spot amongst furniture retailers, whilst OBI did the same amongst DIY stores. In the services sector, Česká spořitelna was rated the most trustworthy bank, Medicom Clinic the most trusted aesthetic medicine clinic, and Zásilkovna the most trusted parcel delivery service.

New categories expanded the assessment to include areas related to sport and an active lifestyle. Form Factorycame top among fitness centres and gyms, whilst GymBeam won in the sports nutrition category. Beer and non-alcoholic beer were also assessed separately for the first time. Pilsner Urquell came out on top in the first category, whilst Birell won the second.

Other new categories included school and office supplies, won by Koh-i-noor; sanitary ware, won by Jika; and tobacconists, where Geco came out on top. Television news was also included in the programme for the first time. Česká televize earned the highest level of trust in this category with its news programme Události and the ČT24 channel.

“Trust in information is one of the foundations of a functioning democracy. That is one of the reasons why we have included the television news category this year,” said Lukáš Matějka from ATOZ Marketing Services, which organises the programme. According to him, the separate assessment of non-alcoholic beer reflects the growing importance of this category and its consumption on various occasions.











The research for this year’s edition was carried out by the NIQ agency using the CAWI online survey method. Data collection took place in August and September 2026 amongst a representative sample of four thousand Czech respondents. In each category, the award went to the brand with the highest measured level of trust. The Trusted Brands programme is organised by Atoz Marketing Services.

Source: mediaguru.cz