TOP BRANDS Market Research Returns After Ten Years, Opens to All FMCG Brands in the Adria Region
Ljubljana, 26.11.2025 – VALICON, one of the leading market research and consulting companies in the Adria region, today announced the highly anticipated return of its benchmark TOP BRANDS study.After a ten-year hiatus, this essential market research is back with a completely redesigned methodology to reflect the new realities of the FMCG market. For the first time, the study is opening its doors to all FMCG brands, offering a unique opportunity for companies of all sizes to be included in the most comprehensive measure of brand strength in the region.
In a market transformed by the rise of discounters, private labels, and new consumer behaviors, the revived TOP BRANDS study provides a much-needed new perspective. The research will now measure brand strength holistically, evaluating the entire brand, including all its extensions, across all seven markets of the Adria region: Slovenia, Croatia, Serbia, Bosnia and Herzegovina, Northern Macedonia, Montenegro, and Kosovo.
“The FMCG landscape has changed dramatically, and a brand’s strength can no longer be measured in the boundaries of the category,” said Zenel Batagelj, partner at VALICON. “We’ve rebuilt the TOP BRANDS study from the ground up to provide the most accurate and relevant picture of brand power today. We are especially excited to open up this pivotal market research to all brands. This is a chance for every brand to see where it stands and to gain the insights needed to grow.”
A Call for Brands to Secure Their Place
A preliminary list of over 500 FMCG brands has been automatically included based on past performance and market data. However, VALICON is making an urgent call to all brand managers and marketing directors to check if their brands are on the list. The final deadline for inclusion in this year’s measurement is December 4th, 2025.
Brands not on the initial list can be nominated for inclusion, ensuring that no brand is left behind. This open-door policy is a game-changer, democratizing access to what has long been the region’s most prestigious brand ranking and a critical piece of market research.
Key Features of TOP BRANDS:
- Open Participation: Any FMCG brand can be nominated for inclusion.
- Comprehensive Scope: The study covers all seven markets of the Adria region.
- Modern Methodology: A new “irreplaceability” metric and a holistic view of brand strength provide deeper, more actionable insights.
How to Participate in the VALICON TOP BRANDS Market Research:
Brand managers are encouraged to visit https://topbrands.valicon.net to check their brand’s status and, if necessary, submit a nomination for inclusion. The process is simple and ensures that every brand has a chance to participate in this landmark market research study.