Pegasus Awards: "Most Trusted Brands" determined
Companies that are committed to the environment and fair production resonate with consumers. That is a key message of the 2011 Pegasus Awards, which the media and marketing company Reader’s Digest presented on Thursday in Zurich.
The winners were determined in the "European Trusted Brands" study, which claims to be the largest consumer study in Europe with 1,700 respondents in Switzerland alone. In 35 product categories - from soft drinks to toothpaste - classics such as Coca Cola and Elmex, as well as national giants such as Emmi, Ricola, Bico and Charles Vögele, came out on top. When it comes to "fair production", over 50 percent of Swiss people think of the name Max Havelaar - a special prize was awarded in Zurich to the non-profit organization from Basel.
The "Most Trusted Brands" are available for 20 product areas that are comparable across Europe, as well as for 15 other product categories that were only examined in Switzerland. These are the most trusted brands in Switzerland:
- Soft drinks: Coca-Cola
- Automobiles: VW
- Banks/financial service providers: Raiffeisen
- Clothing: Charles Vögele
- Gasoline/gas stations: Coop
- Candies: Ricola
- Decorative cosmetics: NIVEA
- Cold products: Neo Citran
- Television/cable network provider: Cablecom
- Photo devices: Canon
- Breakfast cereals: Kellogg's
- Hair care products: Nivea
- Household/kitchen appliances: Miele
- Household cleaner: Meister Proper
- Pet food: Whiskas
- Skin care products: Nivea
- Internet provider: Swisscom
- Coffee: Nespresso
- Health insurance companies: CSS
- Credit cards: Visa
- Life insurance: SwissLife
- Mattresses: Bico
- Dairy products: Emmi
- Mobile network provider: Swisscom
- Cell phones: Nokia
- Natural remedies/homeopathy: Similasan
- Opticians / eyewear brands: Fielmann
- Personal Computer: HP
- Tour operator: Kuoni
- Property insurance: The Mobiliar
- Painkiller: Dafalgan
- Chocolate: Lindt & Sprüngli
- Vitamin products: Burgerstein
- Detergent: Ariel
- Toothpaste / Oral Care: Elmex
According to the study, Max Havelaar, followed by Migros, Coop, Fair Trade, Bio Knospe, Switcher, Nestlé, Claro Laden and WWF, are the most credible when it comes to fair production conditions.
> Download here to download the entire study as a PDF file.
About the study
With the "Reader's Digest European Trusted Brands 2011" study, Reader's Digest magazine has identified the most trusted professions and brands in 16 European countries for the eleventh time. More than 33,000 readers took part in the survey from September to October last year, around 1,700 of them in Switzerland alone. The weighted database of the representative study comprises 33,005 respondents in Europe, including 1,675 in Switzerland. This makes the annual "Reader's Digest European Trusted Brands 2011" study currently the largest Europe-wide consumer survey. Around 300,000 people have taken part in the study since 2001.
