The 100 most successful products of the year
What makes this award special is that it is based exclusively on hard, verifiable facts. The winner in each category is the product brand with the highest market share increase in percentage points with positive sales development and at least a constant number of buyers. In addition, products of the top brand must have been on the market no later than April 30, 2020, and must have achieved a relevant market significance of one percent buyer reach in 2020 and 2021. The combination of these criteria ensures that the Top-Marke 2021 award evaluates a holistic brand performance.
The basis for the Top-Marke 2022 is the GfK Cosumer Scan consumer panel, which covers 30,000 households. In the confectionery and cosmetics product groups, a panel of 40,000 individual buyers is also used. Overall, this is the largest sample in consumer research, representing the 41 million private households in Germany. This panel is in turn the basis for the largest database that can be drawn on for the Top-Marken 2022.