To answer this big question of the STARTUP BRAND RANKING — and do better justice to all the young brands in Germany and the characteristics of the individual industries — the strategy of the ranking was adapted for the first time. Starting this year, the ranking will identify the top 5 startups in the categories E-Commerce, Food, Health, Care, Travel, Finance & Insurance, and Mobility. But the ranking will not break with all traditions. There will still be a general top 10 list that shows all the startups that have successfully survived the first few years and have since become permanent players in the consumer landscape. What is new is the differentiation with the top 10 of the Rising Stars (startups that are younger than five years). It is not just the first million that is the hardest, but the first steps as a brand — especially after the challenging years of 2022 and 2023.
Food brands lead the top 10 ranking of the most popular startups in 2024. As in previous years, they play a major role in the ranking. They have fought their way to the top despite several crises in recent years. In 2024, Gustavo Gusto shows that they have become a top player: Last year, they were eighth on the list, which we renamed “Rising Stars” for this year’s ranking.
In the first three years of the Startup Brand Ranking, the Top50 strongest startup brands were based on the German Startup Association’s definition of a startup: Brands of fast-growing German companies that are less than 10 years old. The startup definition of “up to 10 years” goes hand in hand with a smooth transition from startup to scale-up, and for the latter, the age component is less important. Therefore, only very young brands will receive a Top10 “Rising Star” award. The age limit for startups is five years.
Outcome
Not every rising star becomes the northern star.
The market leaders of recent years, such as air up or share, have done many things right. But winning people’s hearts in a niche is a long way from achieving mainstream success. To become an established Love Brand, you need to stay true to your brand’s core on the way to the top.
Sustainability comes and goes.
Recent years have shown a pattern of ups and downs. On the one hand, sustainability promises lose their power through overuse. On the other hand, it is often the green brands that succeed. This could be an indicator of perceived prosperity.
You don’t have to be the only one.
Standing out from the competition is important, but it can often be more effective to be more concise and consistent than others. The Care chapter shows JUNGLÜCK as an example of such a strategy.
Reach is not everything.
The days of a brand’s unpaid posts reaching millions of people are long gone. Reach has its price and brands need it. When even a jersey sponsorship in the Champions League fizzles out quickly, it’s time to reassess your priorities and change your approach. More on this in the Finance & Insurance chapter.
A brand’s losing battle against regulations.
While this is positive for products such as cigarettes, it has a negative impact on other industries. Few consumer brands succeed in the medical technology industry because too much red tape slows down the process.
The strongest startup brands in Germany
Food brands lead the top 10 ranking of the most popular startups in 2024. As in previous years, they play a major role in the ranking. They have fought their way to the top despite several crises in recent years. In 2024, Gustavo Gusto shows that they have become a top player: Last year, they were eighth on the list, which we renamed “Rising Stars” for this year’s ranking. The pizza startup won a “Grand Effie” in 2021 for its clever marketing and retail strategies. In their tenth year of operation, they were awarded third place in our ranking.
The 2024 leader is KoRo. They are a great example of a somewhat less new brand that has made it into the paper for the first time, thanks to changes in the ranking requirements. It is one of the few brands that has managed to become a constant in the hearts and minds of Germans since the turn of the millennium. KoRo combines healthy eating and sustainability with a simple brand experience and excellent distribution strategies. Clever product placements (such as “7 vs. Wild”) rather than large media budgets catapulted them to
the top.
The most promising newcomers of recent years
In the first three years of the Startup Brand Ranking, the Top50 strongest startup brands were based on the German Startup Association’s definition of a startup: Brands of fast-growing German companies that are less than 10 years old. This startup definition of “up to 10 years” goes hand in hand with a smooth transition from startup to scaleup, and for the latter, the age component is less important. Therefore, only very young brands will receive the 2024 introduced Top 10 Rising Star award. The age limit for startups is five years.
In contrast to the Startup Top10, current trends have a much greater influence on the Rising Stars. Climate technology, for example, is a separate topic. While venture capital in Germany is declining, climate technology has received significant investments since the pandemic. 1KOMMA5° (rank 2) is one of the most notable success stories of recent years, but enter (rank 5) also made it into the top 10 thanks to the new ranking system.
The strongest startup brands per Category
But how do brands grow up? To answer this big question of the STARTUP BRAND RANKING — and do better justice to all the young brands in Germany and the characteristics of the individual industries — the strategy of the ranking was adapted for the first time.
Starting 2024, the ranking will identify the top 5 startups in the categories E-Commerce, Food, Health, Care, Travel, Finance & Insurance, and Mobility.
As for traditional e-commerce, new marketplaces have become scarce for those who want to digitise and revolutionise the world of advertising and catalogues. About You is one of the youngest brands, although it has been on the market for 10 years. It is mainly D2C brands that are still being created in significant numbers. HOLZRICHTER and 6pm lead this year’s lineup, as they currently have the strongest brand image
in this category.
A handful of strong brands made a name for themselves in an area with comparatively few restrictions. It is no coincidence that Formel Skin and dermanostic top the Startup Brand Ranking every year.They show us what the healthcare industry could look like in other sectors. Easier, faster, and more convenient than before. Dermatology shows great progress: The startup Klara took its dermatology app to the US in 2015 because its concept was not feasible with German bureaucracy. It seems that therequirements in this sector have improved.
While COVID-related downtime has brought many new brands to their knees, others were able to come back stronger. But the ranking also shows: There have not been many new developments. Former newcomers, such as GetYourGuide and Urlaubsguru, are now established brands. At eight years in business, Tourlane is the youngest player in the ranking. Its combination of digital experience and personal service makes it one of the few truly innovative concepts to have found mainstream acceptance.
The recent news that Berlin will no longer build 95 out of 100 km of cycle lanes, and that the FDP and CDU are even planning to revert some of them only reinforces this impression. Flat-rate parking fees are supposed to bring more cars into the cities, which even the German automobile association ADAC is critical of. Hamburg and Hanover are the last beacons of hope in the mobility transformation, where brands such as MOIA have been successful and welcome for years. The city is also a pioneer when it comes to cycle lanes, supporting brands such as SUSHI BIKES and Dance. Perhaps this will spark a copycat effect — from success stories like Hamburg to other cities and back to the startup scene.
The strongest startup brands in the 2024 Food category have one thing in common: They promise their customers to be a viable alternative
to other options. Last year’s Startup Brand Ranking already looked at the tug of war between pleasure and peace of mind, discussinghealth, animal welfare, and the environment. This is still relevant in 2024, as the data shows which brandsare building a strong image and staying on consumers’ minds.
Well-being and self-care are not new concepts, but their consistent implementation is. Nø Cosmetics says a loud no to all the negative aspects of cosmetics and is not afraid to point it out. The brand is at the forefront of natural cosmetics and promises to be the best alternative to conventional products. From packaging in traditional pharmacy bottles to photography and social media — JUNGLÜCK manages, for example to create a coherent brand image. The quality and “how” of the implementation is important. When in doubt, this means standing out in a select few marketing activities rather than being average in many. A tip that could help many young brands become more successful.
Trade Republic achieves twice the level of awareness through multichannel marketing, clear messaging, and highlights such as a mirrored credit card. This is similar to Taxfix, which not only scores high on awareness but also on trust. This is particularly important in the finance and insurance sectors and is one of the key value drivers for brands. In conclusion: Brand leadership and marketing strategy must go hand in hand. Even if reach is scarce for new brands, it has no value without customer trust.
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