Which brands do Czechs trust most? From IKEA and LEGO to Kofola

A shopping trip in Czechia can involve an international mix of names: groceries from Kaufland, cosmetics from dm, furniture from IKEA and a parcel collected through Zásilkovna. According to a newly released consumer survey, those brands have something in common: each leads its category for trust.

The 2026 Důvěryhodné značky, or Trusted Brands, survey has announced 91 category winners, ranging from beer and building sets to banks and transport providers. Familiar global names including LEGO, Visa and McDonald’s appear alongside Czech fixtures such as Škoda, Kofola and Česká spořitelna.

The results offer a snapshot of consumer confidence rather than a single ranking of the country’s favorite companies. For international residents, they also provide an introduction to some of the local names competing successfully with multinational brands.

Among retailers, Kaufland won the food-retailer category, while Rohlík.cz led online grocery shopping. Kaufland also appeared through K-Jarmark, the winner in the private-label category.

Elsewhere on the high street, dm took the drugstore-retailer award, Dr. Max won among pharmacy retailers and Datart led electronics retailers. IKEA won furniture retail, OBI for DIY stores and Deichmann footwear retail.

These are separate categories, so the results do not establish whether consumers trust IKEA more than Kaufland, or either more than their bank. They identify the strongest performer within each category assessed.

The household-product winners are similarly recognizable. Ariel led laundry detergents, Jar dishwashing products and Tefal pots and pans. LEGO won the construction-toy category.

That last distinction helps explain how a survey can produce so many winners. Czech toy brand Igráček also received an award, but in the separate toy-figurine category, giving it recognition without competing for LEGO for a title.

The list is not simply a collection of international household names. Several products closely associated with Czech life retained their place.

Kofola won carbonated soft drinks, Pilsner Urquell beer and Magnesia bottled water. Birell took the newly separate category for nonalcoholic beer and beer-based drinks.

Kofola brings a particularly local history to the results. First produced in 1960, it emerged from an effort to develop a domestic alternative to Western cola drinks. Its continued presence alongside global brands gives this year’s award a cultural dimension as well as a commercial one.

Dermacol, the winner in color cosmetics, has another distinctly Czech origin story. The brand began in 1966 through cooperation between film makeup specialists at Barrandov and dermatology experts. Its roots connect a product found on cosmetics shelves with Prague’s filmmaking history.

Other local names on the winners’ list include KOH-I-NOOR in school and office supplies and Škoda in passenger cars.

The coexistence of those names with LEGO, IKEA and other international brands is one of the survey’s more interesting features. Czech-origin products remain prominent, but nationality alone does not describe the selection.

The service categories bring the findings closer to decisions involving money, travel and everyday logistics.

Česká spořitelna won among banks, Visa among payment cards and Generali Česká pojišťovna among insurers. ČEZ Group led energy suppliers, while Zásilkovna took parcel services.

For travel, České dráhy won the transport-provider category and Čedok travel agencies and tour operators. McDonald’s led quick-service restaurants, while Aquapalace Praha won among amusement parks and water parks.

New categories also reflect the program’s expanding scope. Form Factory won fitness centers and gyms, and GymBeam sports nutrition. Television news appeared for the first time, with Czech Television’s Události and ČT24 receiving the category award.

For readers comparing providers, these results describe consumer perceptions. They do not establish which bank has the lowest fees, which retailer offers the best prices or which service is most suitable for English-speaking customers.

NIQ surveyed a representative sample of 4,000 Czech respondents online during August and September 2026, with one winner announced in each category. Results were presented Nov. 5 at Prague’s Cubex center.

The survey is most useful as a guide to the brands that command confidence within particular parts of Czech consumer life. Some will already be familiar from home; others become familiar through the routines of living here.

Source: ATOZ Marketing Services’ 2026 Trusted Brands results.