Startup
Brand
Ranking
202
5
5TH EDITION
AUTUMN 2025
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the ranking motto:
Under Construction
The German economy is undergoing a transformation and so is the startup scene. This shift is captured in this year’s paper under the motto “Under Construction.” Building up leads to new beginnings – that's what the startups in this ranking understand. And they understand another thing clearly: a strong brand plays a decisive role. It creates trust, differentiation, and guidance, especially in times of change.
This year’s Startup Brand Ranking reflects this changing economy, introducing three new categories and covering key sectors, from Food & Beverages and Health to Digital Consumer Services & AI and Mobility & Travel. Tradition remains, however: the top 10 lists spotlight both the most established startup brands and the rising stars, highlighting brands under five years old that have the potential to shape Germany’s consumer landscape. Which brands exactly are those that are built for success come to light in the 90-page publication.
This year’s Startup Brand Ranking reflects this changing economy, introducing three new categories and covering key sectors, from Food & Beverages and Health to Digital Consumer Services & AI and Mobility & Travel. Tradition remains, however: the top 10 lists spotlight both the most established startup brands and the rising stars, highlighting brands under five years old that have the potential to shape Germany’s consumer landscape. Which brands exactly are those that are built for success come to light in the 90-page publication.
18-65
Panel Age
9
Categories
40.000
People asked
4 WAVES
Since last year
The Startups with the best
Brand Image in Germany.
Like last year, there is no way around food. Food brands continue to dominate the scene in 2025 — maybe because indulgence is a reliable anchor, especially in uncertain times. But slowly and surely, the German brand landscape is attracting a diverse new generation that is not just interested in creating a quick hype but also brings substance to the business. Brands that are solid enough that we will still see them in 10 years — a select few maybe even in the DAX. Under Construction — yes, but the foundation is in place.
In the first three years of the ranking, the following criteria applied: younger than 10 years old, fast-growing, headquartered in Germany. A definition closely aligned with that of the German Startups Association.
In the first three years of the ranking, the following criteria applied: younger than 10 years old, fast-growing, headquartered in Germany. A definition closely aligned with that of the German Startups Association.
At that time, an age component was included in the scoring, so that the younger participants would not be overshadowed by the "semi-adults." Since the past year, stricter criteria have been in place: The Top 10 Rising Stars are made up exclusively of startups launched within the past five years. This highlights the particularly young startups — those that are still laying the foundation before scaling up becomes their main focus. As with the Top 10 Startups, the business landscape is more diverse again in 2025. Alongside the traditionally strong categories Food and Care, brands from Media & Entertainment are ranked for the first time. That is why a separate category was created for this year's ranking.
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key LEARNINGS
Innovation is countercyclical – even for brands
Bust will be followed by boom: the low point after the interest rate shift has passed, but the turnaround is still not there. Traditionally, this is exactly when strong new brands emerge. Baller League, Endel, and Pick’em are already ranking high – LAP Coffee & Co. are waiting in the wings.
Bust will be followed by boom: the low point after the interest rate shift has passed, but the turnaround is still not there. Traditionally, this is exactly when strong new brands emerge. Baller League, Endel, and Pick’em are already ranking high – LAP Coffee & Co. are waiting in the wings.
1
Food keeps momentum
While functional food, plant-based and creator brands continue to gain ground, lo- and no-alc remain innovation fields. Physical presence is also becoming more relevant and promises new success stories in 2026.
While functional food, plant-based and creator brands continue to gain ground, lo- and no-alc remain innovation fields. Physical presence is also becoming more relevant and promises new success stories in 2026.
2
Brands provide medical education
Despite legal restrictions on advertising, it is increasingly medtech brands that create awareness of current developments. Avaay and Bloomwell in cannabis; Shop Apotheke (formerly German) with the e-prescription.
Despite legal restrictions on advertising, it is increasingly medtech brands that create awareness of current developments. Avaay and Bloomwell in cannabis; Shop Apotheke (formerly German) with the e-prescription.
3
Digital champions emerge slowly in B2C
Slowly but surely, demand for European solutions also grows within the consumer segment. Since Trump’s second term, trust in global tech giants has declined. This becomes visible in the newly created category: Digital Consumer Services & AI.
Slowly but surely, demand for European solutions also grows within the consumer segment. Since Trump’s second term, trust in global tech giants has declined. This becomes visible in the newly created category: Digital Consumer Services & AI.
4
Mobility & travel lag behind
Amid global developments around robotaxis, modern night trains, workation trends, and AI agents, the conversation around Mobility & Travel in Germany is becoming quieter. Yet perhaps this is exactly where countercyclical development is happening – still invisible to the SBR editors.
Amid global developments around robotaxis, modern night trains, workation trends, and AI agents, the conversation around Mobility & Travel in Germany is becoming quieter. Yet perhaps this is exactly where countercyclical development is happening – still invisible to the SBR editors.
5
Top 10 Startups
The strongest startup brands in Germany
In the fifth year of the Startup Brand Ranking, the basic question still remains: Which emerging brands manage to secure a foothold in the everyday lives of Germans, alongside the traditional names that have been around for a century and more? And like last year, there is no way around food.
Food brands continue to dominate the scene in 2025 — maybe because indulgence is a reliable anchor, especially in uncertain times. But here, too, the 2025 ranking lives up to its motto ‘under construction’: digital services have pushed their way into the ranking between pizza and protein bars.
*Definition: Fast-growing Germany-based companies | minimum 6 years. Score based on different weights of each image item in the table. Values are displayed as index values.
Top 10 Rising stars
The most promising newcomers in recent years
The Top 10 Rising Stars are made up exclusively of startups launched within the past five years. This highlights the particularly young startups — those that are still laying the foundation before scaling up becomes their main focus. As with the Top 10 Startups, the business landscape is more diverse again in 2025.
Alongside the traditionally strong categories Food and Care, brands from Media & Entertainment are ranked for the first time. In this context, Under Construction means emerging players, bold designs, and a lot of drive. The perfect mix to tackle even the largest construction sites in the country.
Definition: Fast-growing Germany-based companies, maximum 5 years. Score based on different weights of each image item in the table.Values are displayed as index values. See appendix for further info.
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TOP 5 Industry leaders.
The strongest startup brands per Category
Past brand rankings have shown that brands with higher visibility in people's daily lives tend to perform better. Understandable. But equally understandable is the need for the ranking to reflect this.
Since 2024, startups have been evaluated in separate categories to account for the specific conditions of each industry. This approach continues in 2025 with the introduction of three new categories: Digital Consumer Services & AI, Media & Leisure, and Environment & Energy.
E-Commerce &
Marketplaces
Similar to Finance & Insurance, the E-Commerce category is a largely completed construction site. This year, there are once again two D2C startups among the top 5. Frontrunner GOT BAG focuses on backpacks made from recycled ocean plastic. Despite setbacks due to vague sustainability claims, they have become an integral part of the modern streetscape.
Rank
Name
Score
Rank
Name
Score
1
Got bag
560,5
2
Konfetti
553,4
3
Flaschenpost
547,9
Food &
Beverages
One might think that everything in Food & Beverages has already been tried – from plant-based alternatives to convenience and low-carb. Yet the ranking’s traditionally strongest category continues to evolve. Take Pick'em: They not only impressed the viewership on "Die Höhle der Löwen" (Germany's Shark Tank), but also a large audience beyond the show.
Rank
Name
Score
Rank
Name
Score
1
share
673,3
2
Pick'em
656,9
3
Greenforce
652,3
Health &
Medical Services
Germany’s healthcare system is a perpetual construction site. Since reunification, not a single legislative term has passed without a new reform. This year's top 5 in the category show that there are other ways to do things. TeleClinic is top of mind when it comes to remote healthcare, making it a standard practice in human and veterinary medicine. Nevertheless: public and corporate initiatives need to join forces, a construction site that has the best chances of completion as a public-private partnership.
Rank
Name
Score
Rank
Name
Score
1
DoctorABC
570,6
2
TeleClinic
559,6
3
Dr. SAM
557,1
Household &
Body Care
The second traditionally strong category in the Startup Brand Ranking is Household & Body Care. Whether the products are for your own body or your home, this category is usually about chemistry and science. And it is synonymous with fundamental change: fewer taboos and more empowered consumers who know what they want and who are not afraid to talk about it. Nø Cosmetics is leading the charge with a lot of self-love and natural beauty.
Rank
Name
Score
Rank
Name
Score
1
Nø Cosmetics
654,5
2
Einhorn
606,2
3
everdrop
604,6
Mobility &
Travel
This year, the Mobility and Travel categories were merged for the first time — their common themes, few new businesses, and completed consolidations led to the question whether to close the categories or merge them. Roadsurfer has secured the number one spot by catering to the desire for van life with rental, subscription, and purchase models for campervans — and embodying this lifestyle consistently as a brand.
Rank
Name
Score
Rank
Name
Score
1
Road Surfer
538,1
2
Sushi Bikes
533,0
3
MOIA
531,1
Finance &
Insurance
Finance and insurance are one of the few construction sites whose tentative completion seems within reach. The innovation cycle has caught up with the late majority: Even former sceptics are increasingly turning to digital solutions for banking, investments, taxes, and insurance. This year’s top 5 show how diverse the landscape is. It shows in what ways transformation can work, even in strongly regulated markets. This year's winner Trade Republic has managed to generate a rare sense of brand pride among customers.
Rank
Name
Score
Rank
Name
Score
1
Trade Republic
522,5
2
Taxfix
503,0
3
conny.de
493,8
Media &
Media & Leisure
German media companies have been a permanent construction site for 20 years. But some fearless entrepreneurs are starting businesses anyway. Our new category Media & Leisure acknowledges those whose products are based on media content. They all demonstrate that a clear message and an authentic media brand can still captivate audiences — the more distinctive, the better. Edurino proves this with a modern, creative brand that appeals to children and parents alike.
Rank
Name
Score
Rank
Name
Score
1
Edurino
571,5
2
Kitchenstories
545,4
3
Prematch
541,7
Environment &
Energy
In addition to Media & Leisure, the Startup Brand Ranking has another new category this year: Environment & Energy. This category features startups that go beyond sustainable alternative products to make everyday life greener. They combine economic commonsense with a clear brand identity and demonstrate how to simultaneously build a brand and transform an industry. RECUP and Vytal have won the hearts of consumers and, in 2025, the top spots in their category.
Rank
Name
Score
Rank
Name
Score
1
Klima
590,3
2
Recup
585,4
3
VYTAL
571,4
Digital
Consumer
services & Ai
This new category is one of the most challenging environments for founders. Yet, there are also some encouraging signs in the consumer segment. The name at the top of the list should be familiar to almost everyone: DeepL. With highest-ranking awareness, the brand has long been synonymous with high-quality translations in German-speaking countries. Few other German digital products have achieved this kind of recognition.
Rank
Name
Score
Rank
Name
Score
1
DeepL
670,7
2
heyJobs
543,4
3
Zenjob
511,9
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Methods
- Initial analysis of over 700 startups based on publicly available data.
- Startup selection via Crunchbase, Dealroom, media screening, and expert interviews.
- Shortlist compiled using search traffic, web traffic, social reach, employee count, funding, and revenue.
- Online survey via Appinio on brand perception, covering 246 companies (198 startups, 48 established brands).
- Sample size: 10,000 respondents, split into 10 groups with 20–26 brands each; internet-representative (ages 18–65).
- Four survey waves per year (same scope).
- Definition of startups for category rankings: max. 10 years old, headquarters in Germany, B2C focus.
- Definition of startups for Top 10: headquarters in Germany, B2C focus.
- The Top 3 established brands represent the best-known brands in each category in Germany, according to YouGov BrandIndex (as of 10/2023).
- The ranking is based on a score that combines brand visibility, emotional factors, and rational factors in roughly equal parts.
- The score is built on a correlation matrix using datasets from 2021 and 2022, which led to minor adjustments. No further adjustments were made this year.
- Company age is also factored into the score to reflect brand-building success in relation to time. Since 2024, this applies only to the Rising Stars score (see explanation in that section).
- The maximum possible score is 900, or 1,100 for Rising Stars.
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