Analytics, Baltic, Good for Business, Markets and Companies, Rating

Sustainable Brand Index™is Europe's largest independent brand study on sustainability. The study was founded by SB Insight in 2011 in Sweden and yearly measures how sustainability affects branding, communication and business development. In 2020, with the help of more than 58 000 consumers across 8 countries (Estonia, Latvia, Lithuania, Finland, Sweden, Norway, Denmark and the Netherlands), the study analyses how 1 400 brands across 35+ industries are perceived on sustainability.

This year, the study celebrates 10 years by launching in Estonia, Latvia and Lithuania. For the first time in 2020, Balticconsumers evaluated 50 brands in each respective country across 7 industries (Banks, Electricity & Heating, Food & Beverage, Fuel, Grocery Stores, Telecom, Transport/Travel). The respondents consist of a nationally representative sample of the population in each country. Brands are selected based on a set of independent parameters, namely: market share, turnover and general brand awareness.

This year’s ranking results show that the industries Food & Beverage and Grocery Stores are performing high in the Baltics. Consumers generally perceive these industries as the most sustainable. In Estonia and Latvia, these industries perform best, compared to for example Electricity & Heating on the bottom of the ranking. The grocery store Lidl is, by far, the most sustainable brand in Lithuania, but here the Telecom industry is coming second. 

Furthermore, the study provides insights into consumer engagement around sustainability. We can, for example, see that 61% of Estonian consumers discuss sustainability on a regular basis. This figure is 66% in Latvia and 67% in Lithuania. Thus, more than 6/10 consumers discuss sustainability with friends and family in their everyday life in all the Baltic countries.

When making an international comparison with the other countries included in Sustainable Brand Index™, i.e. the Nordic markets and The Netherlands, we can see that the Baltic countries are at approximately the same levels as in Denmark and Norway, while lagging a bit behind Sweden. Finland and the Netherlands.

Top 10 in Estonia – Sustainable Brand Index 2020

1.      Kalev

2.      Farmi

3.      Elron

4.      Eesti Pagar

5.      Coop

6.      Telia

7.      Salvest

8.      Selver

9.      Valio

10.   Leibur

Top 10 in Latvia – Sustainable Brand Index 2020

1.      Laci

2.      Rimi

3.      LMT

4.      Elektrum

5.      Swedbank

6.      Latvijas Maiznieks

7.      Spilva

8.      Valmieras piens

9.      Karums

10.   Limbažu piens

Top 10 in Lithuania – Sustainable Brand Index 2020

1.      Lidl

2.      Tele

3.      IKI

4.      Swedbank

5.      Džiugas

6.      Maxima

7.      Telia

8.       Rokiškio suris

9.      Norfa

10.   Biržu duona