Based on 465 reviews from customers who interacted with 646 brands in the last twelve months, the study offers a complete overview of consumer satisfaction in the Brazilian market, serving as a strategic reference for companies seeking to improve their customer experience.
NPS Benchmarking 2025 Methodology
The Net Promoter Score (NPS) is a well-established methodology for measuring customer loyalty and satisfaction. The calculation is based on a simple question: “On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?”
Based on the responses, consumers are classified into three categories:
- Promoters (9-10): Loyal and enthusiastic customers who will continue to buy and recommend the brand.
- Neutrals (7-8): Satisfied but not enthusiastic customers, vulnerable to competitive offers.
- Detractors (0-6): Unhappy customers who can harm the brand through negative comments.
The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters, resulting in an index that ranges from -100 to 100. The surveys were conducted between November and December 2024, through the Opinion Box Consumer Panel, with customers who purchased products or contracted services from the brands in the last twelve months.
Leading Brands in NPS Benchmarking 2025
For the fourth consecutive year, Lindt has consolidated its position as the most recommended brand by Brazilians, achieving 85 points in the NPS Benchmarking 2025. Despite a drop of 4 points compared to the previous edition, the Swiss chocolate brand maintains its undisputed leadership.
In second place, with 84 points, are Apple and La Roche-Posay, tied. Carter's, a children's fashion brand that debuted in the ranking this year, came in fourth place with an impressive 83 points.
It is worth noting that brands such as The North Face, which occupied second place in 2024, now appears in eighth place with 80 points, alongside companies such as 3M, Johnson & Johnson, Nike, Toyota and Wise. Honda, which was also among the leaders in the previous year, is not among the top 50 brands in this edition.
Ranking of the 50 Most Recommended Brands
Market Segment Analysis
The NPS Benchmarking 2025 study also presents a detailed analysis by market segments, revealing which sectors have the most satisfied consumers in Brazil.
Best Performing Segments
Among the best-performing segments, categories related to high-quality consumer products and premium brands stand out, which manage to maintain a consistent and satisfactory experience for their customers.
Worst Performing Segments
At the other end of the scale, the Telephony and Broadband segment continues to be the worst rated by Brazilian consumers, with an average NPS of just 29 points. Despite representing an improvement over the 21 points of the previous year, the sector still faces significant challenges in satisfying its customers.
Just above are betting houses, a segment included for the first time in the study, with 42 points, followed by Insurance and Health Plans (45 points) and Banks (47 points).
“As this is a segment that is still consolidating, the study helps to better understand consumer behavior and expectations for this type of service. Initial analyses show that there is still a lot of room for improvement in the experience offered.”
New Segments in NPS Benchmarking 2025
One of the main new features of the NPS Benchmarking 2025 is the inclusion of sports betting houses among the segments analyzed. This addition reflects Opinion Box's efforts to monitor market trends and the behavior of Brazilian consumers.
According to Felipe Schepers, COO and co-founder of Opinion Box, “the inclusion of betting is a reflection of the relevance and growth of this market in Brazil”. However, the segment debuts in second-to-last place in the list of 50 segments, with an average of 42 points, ahead only of Telephony and Broadband.
As the new segment did not reach the required average of 140 evaluations, the leaders in NPS, by brand or score, were not defined in this edition of the study.
Challenges for Segments with Low NPS
The segments with the lowest NPS scores share common challenges that directly impact customer experience. According to Opinion Box's analysis, factors such as the complexity of the services offered, high volume of interactions and the perception that the customer has no alternatives or autonomy contribute significantly to lower ratings.
“The lack of personalization, bureaucracy and difficulty in solving problems quickly are also recurring points in these segments and directly impact consumer loyalty.”
These insights are particularly relevant for companies looking to improve their market positioning, indicating critical areas where investments in customer experience can yield significant results.
Comparative Analysis with 2024
When comparing the results of NPS Benchmarking 2025 with the previous edition, significant changes can be observed in the scenario of brands most recommended by Brazilians:
- Lindt: Despite maintaining leadership for the fourth consecutive year, the brand showed a drop of 4 points compared to 2024.
- The North Face: The brand, which occupied second place in 2024 alongside Honda, dropped to eighth place in this edition.
- Sling: The Japanese automaker, which was among the leaders the previous year, does not appear among the top 50 brands in 2025.
- Carter's: A newcomer to the ranking, the children's fashion brand is now in fourth place, demonstrating a strong connection with its consumers.
These variations highlight the dynamic nature of customer satisfaction and the importance of continuous monitoring of the experience offered by brands.
Insights for NPS Implementation
NPS Benchmarking 2025 offers valuable insights for companies looking to implement or improve their Net Promoter Score programs:
Success Factors of Leading Brands
Brands with the highest NPS scores share common characteristics in their approach to customer experience:
- Consistency in delivery: They maintain a consistent standard of quality across all touchpoints.
- Customization: They offer personalized experiences that make the customer feel valued.
- Efficient resolution: They have agile processes for solving problems and meeting customer needs.
- Transparent communication: They maintain open and transparent channels of communication with their consumers.
Areas of Opportunity
For segments with low NPS, the study points out ways for improvement:
- Process simplification: Reduce complexity and bureaucracy in customer interactions.
- Customer empowerment: Offer more autonomy and self-service options.
- Service Customization: Adapt the service to the specific needs of each client.
- Agility in resolution: Implement more efficient problem-solving processes.
Implement NPS in your company
Opinion Box's NPS Benchmarking 2025 offers a comprehensive overview of customer satisfaction in the Brazilian market, highlighting the brands that best meet consumer expectations and the segments that face challenges in this regard.
For companies looking to improve their customer experience, the study serves as a valuable reference, allowing comparisons with competitors and identifying best practices. The inclusion of new segments, such as bookmakers, demonstrates the commitment to following market trends and offering relevant insights for the current scenario.
In an increasingly competitive market, where customer experience becomes a crucial differentiator, understanding and applying the principles of the Net Promoter Score can be decisive for the success and sustainable growth of Brazilian companies.
