In the 2024 edition of YouGov's survey for Germany's "Highest Customer Recommendation" Brand Index, Henkell secured fourth place in the FMCG (Fast Moving Consumer Goods) category "Sparkling Wine & Spirits" with a score of 82.3. Close behind, the Baden-based sparkling wine house Geldermann took fifth place with a score of 81.2. Liqueur brands ranked higher in the listing. Additionally, Henkell made it into the top 10 overall across all categories. The overall winner was a mail-order pharmacy with a score of 84.9.
To determine the "Recommend Score," YouGov measures a brand's likelihood to be recommended by its current customers. The score is calculated by subtracting the percentage of negative recommendations from the percentage of positive recommendations, based on responses to the Brand Index questions, "Which of these brands would you recommend to a friend or colleague?" and "Which of these brands would you advise a friend or colleague against?"
The ranking incorporated approximately one million customer reviews from the German market, covering 829 brands across 33 categories, including sports and fashion brands, fashion retailers, hot beverages, gastronomy, and toys. PD
