Europe · October 2026 · refreshed monthly

The brands AI wants in Germany

7 AI models were asked how well they know the top brands in Germany and how far they agree with the 36 statements of the Havas Science of Desire 2.0. Each brand is scored out of 10 and indexed against the other brands in its segment: 100 is the segment average. This is the first month for this market; change appears from next month.

250 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI

Attraction The head: the pull of standing out, being better and being talked about.

Affinity The heart: trusted, sharing my values and reflecting who I am and belong with.

Attachment The habits: dependable, part of the routine, and missed if it were gone.

Finance Grocery Retail Fashion Food & drink Eating out Technology Media & entertainment Telecoms Automotive Travel Beauty & personal care Home & household Health & fitness Energy

Finance

20 brands. Index 100 is the segment's average Desire of 5.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Trade Republic	Investing & savings	131	6.5	—	7.6	5.2	6.7	7/7
2	PayPal	Cards & payments	124	6.1	—	6.0	5.0	7.4	7/7
3	Revolut	Cards & payments	121	6.0	—	6.8	4.7	6.5	7/7
4	ING	Investing & savings	120	6.0	—	5.8	5.2	6.9	7/7
5	Techniker Krankenkasse	Insurance	116	5.7	—	5.3	5.3	6.6	7/7
6	Sparkasse	Banks	114	5.7	—	4.8	5.7	6.6	7/7
7	Check24	Insurance	113	5.6	—	6.4	4.0	6.3	7/7
8	DKB	Investing & savings	112	5.6	—	5.2	4.9	6.5	7/7
9	Klarna	Cards & payments	108	5.4	—	6.4	4.1	5.6	7/7
10	American Express	Cards & payments	101	5.0	—	5.0	4.6	5.5	7/7
11	Payback	Cards & payments	99	4.9	—	4.7	4.2	5.9	7/7
12	AOK	Insurance	92	4.5	—	3.8	4.3	5.5	7/7
13	comdirect	Investing & savings	91	4.5	—	3.9	4.1	5.6	7/7
14	HUK-Coburg	Insurance	90	4.5	—	3.9	4.2	5.3	7/7
15	Verivox	Insurance	89	4.4	—	4.8	3.5	5.1	7/7
16	Commerzbank	Banks	79	3.9	—	3.5	3.7	4.6	7/7
17	Deutsche Bank	Banks	79	3.9	—	4.5	3.0	4.2	7/7
18	Consorsbank	Investing & savings	78	3.9	—	3.4	3.5	4.7	7/7
19	Postbank	Banks	76	3.8	—	3.4	3.5	4.6	7/7
20	Targobank	Banks	67	3.3	—	3.2	2.9	3.9	7/7

Grocery

8 brands. Index 100 is the segment's average Desire of 5.3 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Lidl	Supermarkets	116	6.1	—	6.3	4.9	7.0	7/7
2	Rewe	Supermarkets	115	6.0	—	5.8	5.5	6.8	7/7
3	Edeka	Supermarkets	114	6.0	—	5.7	5.5	6.8	7/7
4	Aldi Süd	Supermarkets	103	5.4	—	5.2	4.4	6.6	7/7
5	Aldi Nord	Supermarkets	94	5.0	—	4.6	4.0	6.2	7/7
6	Kaufland	Supermarkets	94	5.0	—	4.8	4.3	5.8	7/7
7	Penny	Supermarkets	89	4.7	—	4.6	4.0	5.5	7/7
8	Netto Marken-Discount	Supermarkets	74	3.9	—	3.6	3.0	5.0	7/7

Retail

35 brands. Index 100 is the segment's average Desire of 4.9 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	IKEA	Home, furniture & DIY	144	7.1	—	7.7	6.3	7.4	7/7
2	dm	Health & beauty stores	134	6.6	—	6.0	6.1	7.8	7/7
3	Amazon	Online marketplaces	129	6.4	—	6.7	4.7	7.8	7/7
4	Etsy	Online marketplaces	124	6.1	—	6.4	6.4	5.6	7/7
5	Vinted	Online marketplaces	123	6.1	—	6.4	6.2	5.7	7/7
6	Rossmann	Health & beauty stores	122	6.0	—	5.5	5.4	7.2	7/7
7	Douglas	Health & beauty stores	117	5.8	—	6.0	5.4	6.0	7/7
8	Kleinanzeigen	Online marketplaces	116	5.7	—	5.8	5.3	6.1	7/7
9	Hornbach	Home, furniture & DIY	114	5.6	—	5.6	5.2	6.1	7/7
10	MediaMarkt	Electricals retail	108	5.3	—	6.0	4.3	5.7	7/7
11	eBay	Online marketplaces	106	5.2	—	5.4	4.5	5.7	7/7
12	Back Market	Online marketplaces	106	5.2	—	5.3	5.1	5.3	7/7
13	Saturn	Electricals retail	101	5.0	—	5.3	4.2	5.5	7/7
14	Breuninger	Department & variety stores	101	5.0	—	5.0	4.8	5.1	7/7
15	Shop Apotheke	Health & beauty stores	101	5.0	—	4.8	4.1	6.0	7/7
16	Action	Department & variety stores	101	5.0	—	5.4	4.0	5.5	7/7
17	Bauhaus	Home, furniture & DIY	100	5.0	—	4.6	4.6	5.6	7/7
18	OBI	Home, furniture & DIY	100	5.0	—	4.8	4.5	5.5	7/7
19	Shein	Online marketplaces	100	4.9	—	6.8	3.6	4.3	7/7
20	Flaconi	Health & beauty stores	97	4.8	—	4.8	4.5	5.1	7/7
21	mobile.de	Online marketplaces	97	4.8	—	4.7	4.2	5.4	7/7
22	Otto	Online marketplaces	95	4.7	—	4.3	4.4	5.4	7/7
23	Notebooksbilliger	Electricals retail	93	4.6	—	4.7	4.0	5.1	7/7
24	momox	Online marketplaces	92	4.5	—	4.2	4.5	4.9	7/7
25	Alternate	Electricals retail	90	4.4	—	4.4	4.1	4.8	7/7
26	toom	Home, furniture & DIY	87	4.3	—	3.9	4.3	4.7	7/7
27	XXXLutz	Home, furniture & DIY	84	4.2	—	4.3	3.8	4.5	7/7
28	TEDi	Department & variety stores	84	4.1	—	4.3	3.3	4.8	7/7
29	JYSK	Home, furniture & DIY	82	4.0	—	3.7	3.8	4.6	7/7
30	Galeria	Department & variety stores	79	3.9	—	3.8	3.6	4.4	7/7
31	Temu	Online marketplaces	79	3.9	—	6.0	2.4	3.3	7/7
32	AliExpress	Online marketplaces	76	3.8	—	4.9	2.5	3.9	7/7
33	Expert	Electricals retail	74	3.6	—	3.4	3.4	4.1	7/7
34	POCO	Home, furniture & DIY	73	3.6	—	3.7	3.1	4.0	7/7
35	Woolworth	Department & variety stores	70	3.5	—	3.5	3.0	3.9	7/7

Fashion

21 brands. Index 100 is the segment's average Desire of 5.3 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Nike	Sportswear & footwear	138	7.3	—	7.9	6.7	7.3	7/7
2	Adidas	Sportswear & footwear	127	6.8	—	6.9	6.4	6.9	7/7
3	Birkenstock	Sportswear & footwear	119	6.3	—	6.4	6.0	6.5	7/7
4	Rolex	Luxury	116	6.1	—	7.0	5.7	5.7	7/7
5	H&M	Clothing retail	114	6.0	—	6.6	5.3	6.3	7/7
6	New Balance	Sportswear & footwear	111	5.9	—	6.2	5.7	5.8	7/7
7	Zalando	Clothing retail	110	5.8	—	6.2	5.1	6.2	7/7
8	Hermès	Luxury	110	5.8	—	7.0	5.4	5.1	7/7
9	Louis Vuitton	Luxury	109	5.8	—	7.2	5.1	5.0	7/7
10	About You	Clothing retail	105	5.5	—	6.1	5.1	5.5	7/7
11	Zara	Clothing retail	103	5.5	—	6.6	4.6	5.2	7/7
12	Asics	Sportswear & footwear	102	5.4	—	5.1	5.3	5.8	7/7
13	Montblanc	Luxury	92	4.9	—	4.9	4.8	4.9	7/7
14	New Yorker	Clothing retail	88	4.7	—	4.9	4.3	4.9	7/7
15	Peek & Cloppenburg	Clothing retail	87	4.6	—	4.4	4.5	5.0	7/7
16	C&A	Clothing retail	86	4.6	—	4.0	4.4	5.3	7/7
17	Primark	Clothing retail	86	4.5	—	5.4	3.7	4.6	7/7
18	Christ	Luxury	83	4.4	—	3.9	4.4	4.8	6/7
19	Ernsting's family	Clothing retail	77	4.1	—	3.4	4.2	4.7	7/7
20	Bonprix	Clothing retail	76	4.0	—	3.6	3.8	4.6	7/7
21	Takko	Clothing retail	60	3.2	—	2.8	3.0	3.8	7/7

Food & drink

20 brands. Index 100 is the segment's average Desire of 5.5 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Red Bull	Soft drinks	121	6.7	—	7.5	6.1	6.5	7/7
2	Nutella	Packaged food & hot drinks	114	6.3	—	6.7	5.4	6.8	7/7
3	Ritter Sport	Snacks & confectionery	112	6.2	—	6.7	5.5	6.4	7/7
4	Fritz-Kola	Soft drinks	109	6.0	—	6.4	6.2	5.5	7/7
5	Dr. Oetker	Packaged food & hot drinks	109	6.0	—	5.5	5.6	6.9	7/7
6	Haribo	Snacks & confectionery	108	6.0	—	6.2	5.2	6.5	7/7
7	Tchibo	Packaged food & hot drinks	107	5.9	—	6.3	5.1	6.3	7/7
8	Lindt	Snacks & confectionery	105	5.8	—	6.1	5.2	6.1	7/7
9	Jägermeister	Alcoholic drinks	103	5.7	—	6.8	5.1	5.1	7/7
10	Augustiner	Alcoholic drinks	102	5.6	—	5.2	5.9	5.8	7/7
11	Coca-Cola	Soft drinks	101	5.6	—	5.9	4.9	5.9	7/7
12	Milka	Snacks & confectionery	99	5.5	—	5.6	4.8	6.0	7/7
13	Dallmayr	Packaged food & hot drinks	98	5.4	—	5.0	5.2	6.1	7/7
14	Monster Energy	Soft drinks	97	5.4	—	6.3	4.7	5.1	7/7
15	Teekanne	Packaged food & hot drinks	92	5.1	—	4.6	4.8	5.9	7/7
16	Rotkäppchen	Alcoholic drinks	89	4.9	—	4.6	4.9	5.3	7/7
17	Gerolsteiner	Soft drinks	87	4.8	—	4.2	4.5	5.6	7/7
18	Radeberger	Alcoholic drinks	85	4.7	—	4.2	4.8	5.0	7/7
19	Toffifee	Snacks & confectionery	84	4.7	—	4.8	4.2	5.0	7/7
20	Warsteiner	Alcoholic drinks	77	4.2	—	3.8	4.3	4.6	7/7

Eating out

15 brands. Index 100 is the segment's average Desire of 4.6 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Starbucks	Coffee shops & bakeries	127	5.9	—	6.5	5.5	5.7	7/7
2	McDonald's	Fast food & restaurants	121	5.6	—	6.3	4.5	6.0	7/7
3	HelloFresh	Food delivery	118	5.5	—	6.2	4.7	5.5	7/7
4	Lieferando	Food delivery	115	5.3	—	5.6	4.1	6.2	7/7
5	Wolt	Food delivery	104	4.8	—	5.4	4.0	5.0	7/7
6	Uber Eats	Food delivery	100	4.6	—	5.3	3.6	4.9	7/7
7	Café Extrablatt	Coffee shops & bakeries	99	4.5	—	4.2	4.8	4.7	7/7
8	Domino's	Fast food & restaurants	98	4.5	—	5.1	3.7	4.8	7/7
9	Burger King	Fast food & restaurants	93	4.3	—	4.9	3.4	4.5	7/7
10	McCafé	Coffee shops & bakeries	93	4.3	—	4.0	3.7	5.1	7/7
11	Flaschenpost	Food delivery	92	4.2	—	4.4	3.5	4.8	7/7
12	Subway	Fast food & restaurants	89	4.1	—	4.2	3.8	4.3	7/7
13	KFC	Fast food & restaurants	87	4.0	—	4.7	3.3	4.0	7/7
14	BackWerk	Coffee shops & bakeries	84	3.9	—	3.6	3.5	4.6	7/7
15	Kamps	Coffee shops & bakeries	82	3.8	—	3.2	3.5	4.6	7/7

Technology

29 brands. Index 100 is the segment's average Desire of 5.6 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	YouTube	Social media & messaging	134	7.5	—	8.1	6.5	7.8	7/7
2	Apple	Phones & devices	128	7.2	—	7.6	6.3	7.7	7/7
3	ChatGPT	Search & AI assistants	126	7.1	—	8.3	5.6	7.3	7/7
4	Google	Search & AI assistants	124	7.0	—	7.4	5.4	8.2	7/7
5	WhatsApp	Social media & messaging	121	6.8	—	6.1	6.1	8.2	7/7
6	TikTok	Social media & messaging	120	6.7	—	8.1	5.7	6.4	7/7
7	Samsung	Phones & devices	119	6.7	—	7.1	5.7	7.2	7/7
8	Discord	Social media & messaging	118	6.6	—	6.6	6.4	6.8	7/7
9	Instagram	Social media & messaging	116	6.5	—	7.1	5.7	6.7	7/7
10	Google Drive	Software & cloud	109	6.1	—	6.0	5.2	7.0	7/7
11	DeepL	Search & AI assistants	105	5.9	—	6.0	5.1	6.7	7/7
12	Pinterest	Social media & messaging	102	5.7	—	5.7	5.7	5.9	7/7
13	Perplexity	Search & AI assistants	102	5.7	—	6.7	4.6	6.0	6/7
14	Adobe	Software & cloud	101	5.7	—	6.1	5.0	5.9	7/7
15	Google Pixel	Phones & devices	100	5.6	—	5.8	5.1	5.9	7/7
16	iCloud	Software & cloud	99	5.5	—	5.3	5.0	6.3	7/7
17	Microsoft 365	Software & cloud	98	5.5	—	5.3	4.6	6.6	7/7
18	LinkedIn	Social media & messaging	97	5.4	—	5.4	5.0	5.9	7/7
19	DuckDuckGo	Search & AI assistants	96	5.4	—	5.0	5.5	5.7	7/7
20	Claude	Search & AI assistants	93	5.2	—	5.3	4.8	5.4	7/7
21	Gemini	Search & AI assistants	90	5.0	—	5.7	4.1	5.4	7/7
22	Xiaomi	Phones & devices	88	4.9	—	5.3	4.0	5.4	7/7
23	Microsoft Copilot	Search & AI assistants	84	4.7	—	4.9	4.0	5.3	7/7
24	X	Social media & messaging	84	4.7	—	6.0	3.6	4.5	7/7
25	Facebook	Social media & messaging	79	4.4	—	4.3	3.9	5.1	7/7
26	GMX	Software & cloud	74	4.2	—	3.6	3.7	5.1	7/7
27	HP	Phones & devices	71	4.0	—	3.6	3.5	4.8	7/7
28	Bing	Search & AI assistants	65	3.6	—	3.5	3.2	4.2	7/7
29	Yahoo	Search & AI assistants	59	3.3	—	2.9	3.0	4.0	7/7

Media & entertainment

32 brands. Index 100 is the segment's average Desire of 5.6 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Steam	Gaming	133	7.5	—	7.6	6.8	8.1	7/7
2	Minecraft	Gaming	132	7.4	—	7.6	7.0	7.7	7/7
3	Netflix	Video streaming & TV	130	7.3	—	8.2	6.2	7.6	7/7
4	Spotify	Music & audio	130	7.3	—	7.5	6.4	8.0	7/7
5	PlayStation	Gaming	127	7.1	—	7.6	6.5	7.2	7/7
6	Twitch	Gaming	122	6.8	—	7.6	6.5	6.4	7/7
7	Süddeutsche Zeitung	News & publishing	116	6.5	—	6.5	6.4	6.7	7/7
8	Die Zeit	News & publishing	115	6.5	—	6.5	6.4	6.5	7/7
9	Disney+	Video streaming & TV	113	6.4	—	6.9	5.7	6.4	7/7
10	Roblox	Gaming	113	6.3	—	7.3	5.8	6.0	7/7
11	Der Spiegel	News & publishing	112	6.3	—	6.7	5.8	6.5	7/7
12	Tagesschau	News & publishing	112	6.3	—	6.0	5.8	7.1	7/7
13	YouTube Music	Music & audio	107	6.0	—	6.1	5.5	6.5	7/7
14	Amazon Prime Video	Video streaming & TV	107	6.0	—	6.4	4.8	6.9	7/7
15	Audible	Music & audio	104	5.9	—	5.8	5.3	6.6	7/7
16	ARD	Video streaming & TV	104	5.8	—	5.2	5.8	6.6	7/7
17	SoundCloud	Music & audio	104	5.8	—	6.2	5.9	5.4	7/7
18	ZDF	Video streaming & TV	104	5.8	—	5.2	5.8	6.6	7/7
19	Frankfurter Allgemeine Zeitung	News & publishing	101	5.7	—	5.6	5.4	6.1	7/7
20	Lotto 6aus49	Betting & lottery	88	5.0	—	4.9	5.0	5.1	7/7
21	Die Welt	News & publishing	86	4.8	—	5.1	4.4	5.0	7/7
22	RTL	Video streaming & TV	84	4.7	—	5.0	4.0	5.1	7/7
23	Tipico	Betting & lottery	82	4.6	—	5.5	3.9	4.4	7/7
24	Eurojackpot	Betting & lottery	82	4.6	—	5.1	4.2	4.5	7/7
25	Antenne Bayern	Music & audio	81	4.6	—	4.1	4.5	5.2	7/7
26	MagentaTV	Video streaming & TV	78	4.4	—	4.2	4.0	5.0	7/7
27	Bild	News & publishing	76	4.3	—	6.1	2.5	4.2	7/7
28	Focus	News & publishing	74	4.2	—	4.3	3.8	4.5	7/7
29	bet365	Betting & lottery	72	4.0	—	5.0	3.2	4.0	7/7
30	Joyn	Video streaming & TV	72	4.0	—	4.0	3.8	4.3	7/7
31	t-online	News & publishing	71	4.0	—	4.3	3.1	4.5	7/7
32	Lotto24	Betting & lottery	70	3.9	—	4.0	3.5	4.3	7/7

Telecoms

10 brands. Index 100 is the segment's average Desire of 4.5 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Telekom	Mobile networks	139	6.3	—	6.3	5.4	7.1	7/7
2	O2	Mobile networks	114	5.1	—	5.3	4.4	5.7	7/7
3	Vodafone	Mobile networks	113	5.1	—	5.4	4.3	5.7	7/7
4	Sky	Broadband & pay TV	110	5.0	—	5.6	4.2	5.0	7/7
5	Aldi Talk	Mobile networks	102	4.6	—	4.1	4.0	5.7	7/7
6	waipu.tv	Broadband & pay TV	102	4.6	—	4.9	3.7	5.2	7/7
7	1&1	Broadband & pay TV	88	4.0	—	4.2	3.1	4.6	7/7
8	Deutsche Glasfaser	Broadband & pay TV	85	3.8	—	4.0	3.1	4.3	7/7
9	freenet	Mobile networks	79	3.6	—	3.4	3.0	4.3	7/7
10	freenet TV	Broadband & pay TV	70	3.2	—	3.0	2.7	3.8	7/7

Automotive

10 brands. Index 100 is the segment's average Desire of 6.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Porsche	Premium & luxury cars	112	6.7	—	7.1	6.4	6.6	7/7
2	BMW	Premium & luxury cars	106	6.3	—	6.5	5.9	6.5	7/7
3	Tesla	Premium & luxury cars	106	6.3	—	7.8	5.6	5.5	7/7
4	Mercedes-Benz	Premium & luxury cars	104	6.2	—	6.4	5.8	6.5	7/7
5	Toyota	Mainstream cars	103	6.2	—	5.6	5.8	7.0	7/7
6	Volkswagen	Mainstream cars	99	5.9	—	5.7	5.4	6.7	7/7
7	Audi	Premium & luxury cars	98	5.8	—	5.8	5.5	6.2	7/7
8	Škoda	Mainstream cars	93	5.5	—	4.7	5.3	6.5	7/7
9	Cupra	Mainstream cars	91	5.4	—	6.2	5.1	5.0	7/7
10	Hyundai	Mainstream cars	89	5.3	—	5.2	4.8	5.9	7/7

Travel

15 brands. Index 100 is the segment's average Desire of 4.7 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Airbnb	Hotels & holidays	130	6.2	—	7.3	5.4	5.8	7/7
2	Lufthansa	Airlines	120	5.7	—	5.8	5.2	6.1	7/7
3	Booking.com	Hotels & holidays	118	5.6	—	5.8	4.7	6.3	7/7
4	TUI	Hotels & holidays	115	5.5	—	5.3	5.2	6.0	7/7
5	Uber	Transport & ride-hailing	108	5.1	—	6.2	3.7	5.4	7/7
6	FlixBus	Transport & ride-hailing	106	5.0	—	5.6	4.3	5.2	7/7
7	Sixt	Transport & ride-hailing	105	5.0	—	5.8	4.1	5.1	7/7
8	FlixTrain	Transport & ride-hailing	96	4.6	—	5.1	4.0	4.5	7/7
9	Deutsche Bahn	Transport & ride-hailing	95	4.5	—	4.9	3.6	5.0	7/7
10	HolidayCheck	Hotels & holidays	92	4.4	—	4.0	4.6	4.5	7/7
11	Condor	Airlines	89	4.2	—	4.2	4.0	4.5	7/7
12	Ryanair	Airlines	87	4.1	—	6.0	2.4	3.9	7/7
13	Eurowings	Airlines	84	4.0	—	4.2	3.4	4.4	7/7
14	ab-in-den-urlaub.de	Hotels & holidays	80	3.8	—	3.5	3.4	4.4	7/7
15	SunExpress	Airlines	76	3.6	—	3.6	3.5	3.7	7/7

Beauty & personal care

10 brands. Index 100 is the segment's average Desire of 5.5 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	L'Oréal Paris	Skincare & cosmetics	118	6.5	—	6.9	5.8	6.9	7/7
2	La Roche-Posay	Skincare & cosmetics	107	5.9	—	5.9	5.3	6.6	7/7
3	Essence	Skincare & cosmetics	107	5.9	—	6.3	5.3	6.1	7/7
4	Weleda	Skincare & cosmetics	105	5.8	—	5.4	6.3	5.8	7/7
5	Schwarzkopf	Haircare & personal care	103	5.7	—	5.7	5.2	6.2	7/7
6	Oral-B	Haircare & personal care	101	5.6	—	5.5	4.6	6.7	7/7
7	Eucerin	Skincare & cosmetics	98	5.4	—	5.0	4.8	6.4	7/7
8	Gillette	Haircare & personal care	90	5.0	—	4.7	4.3	5.9	7/7
9	Head & Shoulders	Haircare & personal care	86	4.8	—	4.5	4.1	5.6	7/7
10	Pantene	Haircare & personal care	84	4.7	—	4.3	4.2	5.4	7/7

Home & household

10 brands. Index 100 is the segment's average Desire of 5.5 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Thermomix	Home appliances	127	6.9	—	7.1	6.6	7.1	7/7
2	Dyson	Home appliances	113	6.2	—	7.2	5.2	6.2	7/7
3	Bosch	Home appliances	110	6.0	—	5.4	5.4	7.3	7/7
4	Siemens	Home appliances	106	5.8	—	5.3	5.3	6.9	7/7
5	Philips	Home appliances	102	5.6	—	5.2	5.2	6.4	7/7
6	Frosch	Household products	101	5.5	—	5.3	5.3	6.0	7/7
7	Tempo	Household products	95	5.2	—	4.8	4.2	6.6	7/7
8	Ariel	Household products	87	4.8	—	4.5	3.8	6.0	7/7
9	Swiffer	Household products	83	4.5	—	5.1	3.4	5.0	7/7
10	Meister Proper	Household products	76	4.1	—	3.9	3.3	5.1	7/7

Health & fitness

10 brands. Index 100 is the segment's average Desire of 4.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	FitX	Gyms & fitness	110	5.3	—	5.2	4.8	5.8	7/7
2	EGYM Wellpass	Gyms & fitness	109	5.3	—	5.5	4.7	5.6	7/7
3	Bepanthen	Health & medicines	106	5.1	—	4.3	4.6	6.3	7/7
4	Aspirin	Health & medicines	105	5.1	—	4.6	4.3	6.3	7/7
5	Fitness First	Gyms & fitness	102	4.9	—	4.5	4.8	5.4	7/7
6	Wick	Health & medicines	101	4.8	—	4.4	4.2	6.0	7/7
7	McFit	Gyms & fitness	98	4.7	—	4.7	4.1	5.3	7/7
8	Orthomol	Health & medicines	92	4.4	—	4.4	4.1	4.8	7/7
9	Iberogast	Health & medicines	89	4.3	—	4.2	3.8	4.9	7/7
10	clever fit	Gyms & fitness	87	4.2	—	3.7	3.9	5.0	7/7

Energy

5 brands. Index 100 is the segment's average Desire of 4.2 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Shell	Energy & fuel	122	5.1	—	5.3	4.1	5.9	7/7
2	Aral	Energy & fuel	107	4.5	—	4.3	3.8	5.4	7/7
3	Jet	Energy & fuel	99	4.2	—	4.0	3.5	5.0	7/7
4	Esso	Energy & fuel	95	4.0	—	3.7	3.5	4.8	7/7
5	Star	Energy & fuel	77	3.3	—	3.0	2.9	3.9	7/7

Method & limitations

Once a month the top 250 brands in each of 25 markets are put to 7 AI models (Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI), the way a survey asks a respondent: first how well the model knows each brand, then how far it agrees with each of the 36 statements of the Havas Science of Desire 2.0, on a 1–7 scale. A model that rates its familiarity with a brand below 3 is left out for that brand. Each statement is the mean of the remaining models' ratings; statements average into fifteen dimensions, dimensions into the three Drivers of Desire, and the drivers into Desire, each out of 10. Each brand's index is its Desire divided by the average Desire of the brands shown in its segment in that market, × 100: 100 is the segment average, 115 is fifteen per cent above it. Change is the move in index points since the market's previous month.

A brand is shown only when at least 4 models knew it well enough to score it, and a segment only when at least 3 brands are shown. Only finished monthly runs are published. These are the AI models' own ratings when asked, not a survey of people and not an endorsement; brands are compared within a segment and market, not across them. See the full methodology.

Where next

This board measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.

Live leaderboards The Category Index The board behind the story — every category ranked: brand visibility, citation share and how often a read page actually gets cited. Refreshed weekly Data story The Category Report How AI shops for Britain: the brands ChatGPT, Claude and Gemini actually recommend across 20 consumer categories, told as an animated story. Refreshed weekly Live leaderboard The GEO Index The websites AI search cites most — every model aggregated, with weekly movers and per-model and per-market editions. Updated hourly Explorer The AI Source Index Dig into which sources each model trusts, filterable by market — compiled into a quarterly report you can download as PowerPoint or PDF. Updated hourly Journal Analysis & articles The data journalism series — weekly citation movers, model vs model, what gets cited and why. Every edition reviewed before it publishes. New articles weekly Reference Methodology How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page. The rules behind it all Start here Insights overview The whole picture in one page: every live board, every data story and every published analysis, with what each one answers. The map of everything