Samsung has once again been named Italy’s favourite brand for refrigerators and washing machines, according to the 2025 Ipsos Brand Attitude survey. The study, conducted in 30 countries, measures brand strength through indicators such as the Most Preferred metric — a spontaneous, single‑answer question asking consumers which brand they favour above all others.

Samsung has held the top spot in both categories since 2018. 
“We have been the reference brand in the Refrigerator and Washing Machine categories since 2018,” said Daniele Grassi, Vice President & Head of Home Appliances at Samsung Italy. “Such a long‑lasting result shows that consumers are more than satisfied and recommend us to others.”

Grassi added that Samsung’s leadership reflects a shift among Italian consumers who now view appliances — with lifespans of 7–10 years — as long‑term investments, prioritising performance and quality over price alone.