Baltic Favorite Brands Differ, but YouTube Tops All Three Countries

YouTube is the one brand that residents of Estonia, Latvia and Lithuania ranked as their favorite, even though the rest of the Baltic rankings reveal clear national differences.

Emor’s monitoring survey placed Swedbank and Kalev behind YouTube in Estonia. In Latvia, WhatsApp and Apple followed the video platform, while Lidl and Google completed Lithuania’s top three. Emor research expert Katrin Männaste said the shared first place did not erase the distinct character of each market.

Estonia’s ranking featured more locally rooted brands. Alongside Kalev, A. Le Coq, Coop, Selver and Smart-ID appeared among the ten most-liked brands. Latvia’s leading local names included meat brand Forevers, dairy brand Kārums and home-improvement retailer DEPO. Lithuania’s top ten was the most international, with local retailer Maxima and broadcaster LRT representing domestic brands.

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Although first place is the same in all three Baltic countries, we can clearly see each market’s distinct character in the rankings

International and digital brands formed the main link across the three countries. Apple, Google and Samsung joined YouTube among the 25 most-liked brands in each market. ChatGPT, Smart-ID and Waze also entered the Baltic top 25 compared with the previous regional survey. Swedbank, Lidl and Maxima appeared in the top 25 across all three countries.

Emor conducted the online survey in May 2026. Respondents selected up to five preferred brands from lists containing more than 190 names and logos in Latvia and Lithuania, and more than 160 in Estonia. The sample included 1,236 residents of Estonia, 1,609 of Latvia and 1,548 of Lithuania, all aged 16 to 74.

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Estonia stands out because more brands with local roots and brands developed for this market appear at the top of the ranking