Which Swiss companies are the most beloved among the population, and which firms could the country do without? The latest ranking from the NIQ and the GFK research institutes has the answer!

Business Reflector study reveals the most beloved Swiss firms

Every year, GFK conducts an all-encompassing survey to see which of Switzerland’s 50 largest companies are the highest regarded among the public. Rather than comparing them based on the experiences of their workers, survey respondents were asked to rate each firm through the following categories:

• Whether they believe a company to be good and successful at what they do.
• Whether they believe a company produces quality products and services.
• Whether respondents can identify themselves with a company.
• Whether they believe a company has high sustainability standards.

These ratings were then combined into a score out of 100, where 100 is the highest reputation and zero is the worst.

Twint remains Switzerland's most popular company

For 2025, last year’s surprise winner Twint has once again been rated as the most popular company in Switzerland. The payment app - which allows for quick payment and transfers of money, and is compatible with most Swiss banks - was given a score of 67,84 out of 100.

Twint’s prominence is perhaps no surprise, given that the app now sports 5 million users in a country of 9 million people - last year, the service handled 773 million transactions. The study attributed their success to the fact that most respondents see Twint as offering the best service of its kind in Switzerland. Crisp manufacturer Zweifel retained its place in second, while confectioner Ricola completed the podium.

Migros no longer one of the three highest-regarded companies

Interestingly, 2025 is the first time since 2009 that Migros has not featured on the podium. The report found that in selling off its subsidiaries like SportX, Micasa and M-Electronics, survey respondents now think the Swiss supermarket is less successful at what they do.

What’s more, people’s preferences for companies varied significantly based on who they were and where they were from. Younger people tended to value companies higher than the elderly, Twint is the most favoured company for women compared to Ricola for men, while Swiss Federal Railways and Digitec Galaxus were more popular in German-speaking Switzerland than in the Romandie, where Migros and Lindt & Sprüngli are rated higher.

The biggest winner for 2025 was Axa, with the insurance provider rising 11 places to rank 31st. Baloise and Holcim occupied the bottom places this year, while Swiss Air Rescue Rega was the highest-regarded not-for-profit organisation.

10 most popular companies in Switzerland for 2025

In all, here are the 10 most reputable companies in Switzerland for 2025:

1. Twint (banking)
2. Zweifel (confectionery)
3. Ricola (confectionery)
4. Migros (supermarket)
5. Lindt & Sprüngli (confectionery)
6. Coop (supermarket)
7. Digitec Galaxus (online retailer)
8. Swiss cantonal banks (banking)
9. Swiss Federal Railways (public transport)
10. Geberit (manufacturing)

For more information about the ranking, check out the official website (registration required).

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