Balea overtakes Nivea in customer satisfaction in the YouGov BrandIndex

A new analysis now suggests that a low-cost chemist’s brand is edging past the long-established giant.

For decades, Nivea was a fixture in German bathrooms, standing for skincare, trust and dependability. In the direct judgement of consumers, however, the cult brand has lost its top spot. A chemist’s own-label line, Balea from dm, is now recording higher satisfaction scores in a well-known brand ranking - with clear implications for the balance of power on the skincare shelf.

Balea overtakes Nivea on customer satisfaction

The basis for this shift is the YouGov BrandIndex, an ongoing brand-tracking programme using large samples. On the measure of customer satisfaction, Balea is now clearly ahead of Nivea. Balea’s net rating stands at 65,3 points, while Nivea reaches 61,8 points.

"Nivea, the long-time favourite, has become the chaser on satisfaction - Balea has moved into the lead."

What makes these figures particularly striking is the historical comparison: in 2021, the picture was still different. Back then, the same evaluation put Nivea 1,6 points ahead of Balea. Over just a few years, the relationship has therefore reversed completely.

Many industry watchers see this as part of a broader movement rather than a one-off. Retail brands - the own-label ranges of major chains - are pushing further into areas once dominated by traditional manufacturers. What used to be viewed mainly as a budget substitute is increasingly becoming a first-choice option.

From budget buy to favourite brand

Especially in personal care, a quiet image shift is under way. For a long time, Balea was primarily present on shelves as an inexpensive choice. Now the brand appears more self-assured: colourful, packed with special editions, and boosted by influencer moments across social networks.

In day-to-day shopping, that translates into very practical decisions. Many customers choose Balea shower gels, creams or serums even when pricier branded products sit right beside them. Price matters, but it is not the only reason.

• Balea scores with a varied range
• Trend products such as hyaluron serums or niacinamide creams reach shelves quickly
• Packaging and product names particularly appeal to younger audiences
• The products sit in direct view next to significantly more expensive brands

That is why Balea becomes an “everyday favourite brand” for many people. Those who are happy with it often stick with it - even if the logo does not come from a glossy advertising campaign, but from the local chemist chain round the corner.

Why losing the top spot hurts Nivea

Nivea remains an exceptionally strong brand in the minds of most people. Precisely for that reason, dropping behind on customer satisfaction is especially sensitive for the traditional company. Satisfaction is closely linked to loyalty: people who are very satisfied are more likely to stay loyal and recommend a brand more often.

Notably, Nivea still sits well ahead of Balea on perceived quality. In the BrandIndex quality dimension, Nivea achieves 55,0 points, while Balea records 42,5 points. Many people therefore continue to associate Nivea with higher product quality.

"Nivea’s classic brand strength is currently no longer enough to hold the top spot on satisfaction - the field is tightening."

This highlights a familiar balancing act in brand management: quality may be recognised, but on its own it is not always enough when pricing structures, the product experience and everyday usefulness generate more enthusiasm for a cheaper brand.

Value for money as the chemist brand’s trump card

A key driver of Balea’s rise is value for money. In this BrandIndex category, the gap has actually widened over recent years. At present, Balea scores 42,7 points here, while Nivea reaches just 31,1 points.

It is important to note what YouGov means by value for money: a strong result does not simply mean “cheap”. Respondents assess whether a brand’s performance feels appropriate and fair relative to the price. That is exactly where a well-run own-label range can excel.

Many customers feel they are getting an “honest deal” with Balea: modern formulations, colourful design, pleasant use - and all at a price that is often significantly lower than branded products. With Nivea, this effect is less pronounced, even though the brand remains firmly anchored in the mass market.

Awareness remains Nivea’s strongest weapon

Despite the new satisfaction ranking, the market has not flipped completely. Nivea remains a heavyweight with enormous reach. According to the latest figures, 92,1 percent of respondents know the brand. Balea reaches 76,9 percent - impressive, but still clearly lower.

The purchase-intent view among those who know the brand is particularly telling. Here, Balea nudges ahead with 23,3 percent, just in front of Nivea at 21 percent. Put simply: people who know Balea relatively often also end up buying it.

"The more people become familiar with Balea, the more the brand grows in everyday life - despite lower overall awareness."

That leaves Nivea with a strategic dilemma. The brand enjoys massive reach, but it is losing a little momentum versus faster-moving, price-aggressive competitors.

What the YouGov BrandIndex measures in practice

To interpret the figures properly, it helps to understand the method. The YouGov BrandIndex is built on daily online surveys that continuously generate brand metrics. The index covers several dimensions:

• overall impression
• perceived quality
• customer satisfaction
• willingness to recommend
• value for money
• employer image

Over long timeframes, this creates very large datasets. For the 2026 value-for-money ranking, the institute reports that more than 900.000 interviews were included. The results show how consumers perceive brands - but they do not replace laboratory testing of ingredients or objective effectiveness studies.

That distinction matters in a comparison between a skincare classic and a chemist’s brand: people rate how they feel about the brand, not necessarily every single INCI list on the back of the bottle.

Nivea remains strong, but is losing momentum

Even with the setback on satisfaction, Nivea is far from any kind of collapse. In rankings of general popularity, the brand continues to score very highly. In a recent comparison, Nivea posts 89,1 points, coming only just behind Florena - a sign that basic goodwill remains strong.

The real weakness is less about the absolute level and more about the speed of change. Cheaper or newly repositioned brands are improving faster, while established brands such as Nivea do not always match that pace. In particular, price-conscious groups are more likely to switch when alternatives send the right signals on design, trend topics and price.

What this means for consumers

For shoppers, the current development mainly means one thing: more choice at a high level. Where people once often drew a simple line between an “expensive brand” and a “nameless bargain cream”, own-label ranges and traditional manufacturers now provide a genuine head-to-head contest.

A few practical rules of thumb can help when buying:

• Pay attention to your own skin needs: dry, sensitive or oily skin can react very differently.
• Compare ingredients: tolerance and the effect you want matter more than the brand name.
• Weigh up value for money: more expensive does not automatically mean better - but extremely cheap is not always wise either.
• Test consistently: use one product for several weeks instead of constantly switching.

Households watching their spending in particular benefit from stronger own-label ranges. Anyone looking for a well-tolerated basic cream, for instance, can now often find one for just a few euros. For specialised care - for example for very dry skin or specific skin issues - many still continue to choose established brands with a dermatological track record.

What “customer satisfaction” covers in everyday terms

Customer satisfaction may sound abstract, but it reflects many very concrete factors in real life. Surveys typically capture aspects such as the following:

Aspect	Example in everyday skincare
Application	Does the cream absorb quickly, or does it feel sticky?
Scent	Is the fragrance perceived as pleasant, too strong, or artificial?
Skin feel	Does the skin feel soft, or tight after applying?
Tolerance	Are there redness, spots or stinging?
Price perception	Does the result feel worth the money paid?

Brands can differ greatly, especially on fragrance and texture. The typical Nivea scent, for example, evokes childhood memories for many people, while others find it too intense. Chemist brands such as Balea play with a wide range of fragrances and lighter textures that particularly appeal to younger buyers.

Anyone switching between brands quickly notices that there is no single “best” cream for everyone. What matters is what suits your skin, your routine and your budget.

---