Yougov: These are the price-performance winners
The discount grocery chain Aldi has been named the winner in the value-for-money category for the second year in a row in 2026. This is according to this year’s ranking by the data and analytics group YouGov, in collaboration with the Handelsblatt. dm and PayPal follow in second and third place, respectively.
The food discounter Aldi is the price-performance winner for the second time in a row in 2026. The discounter currently offers the best value for money in the eyes of those German consumers who know the brand. This is shown by this year's price-performance ranking by the international Data & Analytics Group Yougov in cooperation with Handelsblatt.
This year, price-performance winner Aldi achieved a Net Score of 57.7 on a scale of -100 to +100 out of a total of 852 brands assessed in the Yougov Brand Index in Germany. In second place is the German drugstore chain dm with a score of 56.8. dm thus relegates Paypal to third place this year with a net score of 55.9.
Retail once again dominates the ranking
As in the previous year, the grocery discounter Lidl came fourth in this year's ranking among brand experts with a score of 53.2. The brand is followed by the drugstore chain Rossmann in fifth place with a net score of 46.8. Rossmann has thus improved by one place compared to the previous year and swapped places with Amazon: The US online mail order company achieved sixth place this year with a score of 46.1 and lost one rank compared to 2025.
Ikea follows in seventh place with a score of 45.4, unchanged compared to the previous year. The travel booking portal Booking.com ranks eighth with a score of 40.5, moving up one place compared to 2025. Similarly for C&A: the clothing company achieved ninth place this year with a score of 40.2 and improved by one place compared to the previous year. Finally, Samsung is in tenth place. The South Korean electronics group fell two places compared to the previous year with a score of 39.6.
Consistency pays off
"The winners of this year's ranking are once again united by an exceptionally high level of consistency in the perception of their value for money. Especially in persistently uncertain economic times, consumers are looking for reliability, orientation and brands they can rely on. This year's top-ranked brands represent precisely this continuity. They deliver a clearly expectable value proposition," says Felix Leiendecker, Head of Products Team DACH at Yougov. The brand core built up over many years is paying off: It creates security, strengthens loyalty and makes these brands resistant to economic and social crises.
According to Leiendecker, the fact that the composition of the top 10 remains largely stable underlines how important long-term brand work is for a convincing price-performance perception.
About the ranking
Yougov's Price-Performance Ranking 2026 is based on the results of the Yougov Brand Index for Germany. As part of this daily brand performance measurement, Yougov conducted over 900,000 representative online interviews for the German population aged 18 and over in the period from December 1, 2024 to November 30, 2025 and had a total of 852 brands evaluated by their respective connoisseurs.
The Price-Performance Ranking 2026 comprises 32 product categories from the banking & insurance, FMCG, leisure & entertainment, retail, mobility & tourism, technology & electronics, automotive and service provider sectors. The top 5 brands in each product category can receive a communication seal via Handelsblatt.
The ranking can be here can be downloaded.
