The Kantar BrandZ Top 30 Most Valuable Dutch Brands are worth a combined $116 billion this year, up 22% year-on-year. This growth not only marks a return to pre pandemic levels, but represents the highest total brand value recorded since the BrandZ Dutch ranking began in 2019. 23 of the Top 30 brands have increased their value over the past 12 months, underscoring their resilience in a market shaped by rapid signals, rising expectations and intensifying competition.
Highlights from this year’s ranking based on insights from over 60,000 consumer interviews, include:
- Booking.com retains its position as the Netherlands’ Most Valuable Brand, growing 35% to $31.7bn. Its performance is driven by continuous innovation, AI powered services and a clear ambition to deliver a fully connected, end to end travel experience
- Financial Services brands power ahead, with Rabobank (+68%) the fastest riser, alongside strong growth from ABN AMRO (+54%) and ING (+23%), reinforcing the sector’s importance
- Specialised financial institution Van Lanschot Kempen debuts in the Kantar BrandZ ranking at No.29, demonstrating how niche brands can compete alongside more established players
- Globally active brands such as Heineken, Philips and SPAR underscore the international strength of Dutch brands, with the Top 30 generating 67% of their revenues outside the home market
- Almost two thirds (60%) of the brands are seen by consumers as having strong Meaningful Difference. This is the single biggest driver of brand value growth all over the world – and the Top 30 significantly outperform other Dutch brands on this factor
BrandZ Most Valuable Dutch Brands
Discover how the strongest Dutch brands turn signals into decisions, and decisions into growth, using Meaningful Difference to unlock future demand.
Infographic
Explore the Dutch brand landscape in this infographic. Kantar BrandZ’s Top 5 Most Valuable Dutch Brands in 2026 are:
No.1 Booking.com – US$32 billion
No.2 Heineken – US$13 billion
No.3 ING – US$13 billion
No.4 Philips – US$8 billion
No.5 Rabobank – US$8 billion
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The Power of Meaningful Difference
As decision making accelerates, the strongest Dutch brands are those turning intelligence into action, using Meaningful Difference to drive long term growth, premium appeal and build resilience. Nearly two thirds of the Kantar BrandZ Dutch Top 30 are seen as strong on Meaningful Difference, enabling them to command premium pricing compared with other Dutch brands.
Methodology: how we measure brand value
Kantar BrandZ uses a consumer-centric approach combining Financial Value (corporate earnings linked to brand assets) and Brand Contribution (driven by Demand Power, Pricing Power and Future Power). This approach is powered by over 4.5 million interviews across 54 markets. Kantar’s Meaningful Different and Salient framework is endorsed by the Marketing Accountability Standards Board (MASB) and delivers actionable intelligence to power brand growth. Learn more
Highlights from this report, which includes the opinions of 57,000 respondents about 975 brands across 70 categories, reveal:
• Booking.com has held onto the number one position for the second year, growing by 48%
• Heineken ($12.9bn) and ING ($10.2bn) retained their spots as the Netherlands’ second and third most valuable brands
• 23 of the brands in the Netherlands Top 30 have increased their value this year, with ten brands growing by 25% or more
• Value-driven retailer Action is one of the Netherlands’ Top 30 fastest-rising brands for the third year running, having grown its brand value by 52%
• Expansion into Asia has fuelled the growth of Rituals (No.16; $1.2bn), the fourth fastest-riser (+33%).
• This year, the average brand in the Dutch Top 30 has a higher Meaningful Difference than the average ranked brand in any other European market. In all, 20 of the Dutch Top 30 have scored as highly Meaningfully Different.
Download the Kantar BrandZ Most Valuable Dutch Brands 2025 report
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Top Dutch brands have this year outgrown the general economy – proving once again, that strong brands matter.
Over the past year, Dutch brands have had to contend with inflation, energy shortages and the war in Ukraine. And yet, the total value of the top 30 most valuable Dutch brands has increased by 10%, to reach almost $80 billion.
Highlights from this latest report, which is based on the opinions of more than 52,000 people, about 930 unique brands across 69 categories reveal:
• Booking.com is the most valuable Dutch brand, soaring in value by 40% to $16bn
• Heineken is in second place, with a brand value of $13.3bn, followed by ING at No.3
• Action (No.7; $3.2bn) is the highest-rising brand for the second year, up 41%
• The recently launched telecom player, Odido, enters the ranking at No.12
• 24 of the Dutch Top 30 brands have above-average Demand Power - the ‘want it’ factor - that predisposes consumers to choose a particular brand in the marketplace.
Download the Kantar BrandZ Most Valuable Dutch Brands 2024 report
Download the Kantar BrandZ Most Valuable Dutch Brands 2024 infographic
While the Netherlands is a relatively small country, the Dutch economy has long played an outsized role both in Europe and on the world stage. Its strengths lie in its strong institutions and political stability, well-trained workforce, excellent infrastructure, and geographical advantages that have long made it the gateway to European trade.
The top 30 most valuable Dutch brands are worth US$72.7bn, with the overall brand value of the ranking increasing by 10% over the past two years. This is down to a combination of successful pricing strategies, overseas expansion, and creating value through meaningful difference. When brands achieve meaningful difference, they have connected with consumers and are seen as unique compared to other brands.
Highlights from the new brand valuation ranking and analysis, which is based on the opinions of more than 42,190 respondents about 930 brands across 69 categories, reveals:
- Iconic beer brand, Heineken, is the most valuable Dutch brand, worth US$13.7bn
- Online travel services platform, Booking.com, takes second place with a brand value of US$11.4bn
- Discount store chain Action (No.10; $2.3bn), is the highest-rising brand, up 75% since 2021
- Alcohol is the largest category in the ranking, representing 22% of total brand value, and featuring three other beer brands: Amstel (No.12; $1.5bn), Hertog Jan (No.26; $284m) and Grolsch (No.27; $275m)
- Retail is one of the highest-growing categories, with ten retailers in the Top 40, led by Spar (No.9; US$2.3bn)
Download the Kantar BrandZ Most Valuable Dutch Brands 2023 report
Download the Kantar BrandZ Most Valuable Dutch Brands 2023 infographic
While the Netherlands is a relatively small country, the Dutch economy has long played an outsized role both in Europe and on the world stage. Its strengths lie in its strong institutions and political stability, well-trained workforce, excellent infrastructure, and geographical advantages that have long made it the gateway to European trade.
The top 30 most valuable Dutch brands are worth $72.7bn, with the overall brand value of the ranking increasing by 10% over the past two years. This is down to a combination of successful pricing strategies, overseas expansion, and creating value through meaningful difference. When brands achieve meaningful difference, they have connected with consumers and are seen as unique compared to other brands.
Highlights from the new brand valuation ranking and analysis, which is based on the opinions of more than 42,190 respondents about 930 brands across 69 categories, reveals:
- Iconic beer brand, Heineken, is the most valuable Dutch brand, worth $13.7bn
- Online travel services platform, Booking.com, takes second place with a brand value of $11.4bn
- Discount store chain Action (No.10; $2.3bn), is the highest-rising brand, up 75% since 2021
- Alcohol is the largest category in the ranking, representing 22% of total brand value, and featuring three other beer brands: Amstel (No.12; $1.5bn), Hertog Jan (No.26; $284m) and Grolsch (No.27; $275m)
- Retail is one of the highest-growing categories, with ten retailers in the Top 40, led by Spar (No.9; $2.3bn)
Our research consistently shows that to be successful, brands need to navigate the present without giving up on the long-term efforts that build value. Brands that pursue short-term measures to overcome present challenges, while staying on track with harder tasks that build sustainable, transparent, and meaningfully different brands over time can expect future returns.
In the Netherlands, we have seen time and again that strong brands retain more of their value during tough economic times and recover more quickly when market conditions begin to improve. This was the case during the banking crisis of 2013 and shows every indication of holding true today.
Amidst unprecedented macro-economic challenges, Shell is the Netherlands’ number one most valuable brand for the third year. The value of the BrandZ Top 30 Most Valuable Dutch Brands 2021 remains concentrated at the top, with Royal Dutch Shell (no.1; $14.9 billion), Philips (no.2; $11.9 billion) and Heineken (no.3; $11.6 billion) comprising almost half of the total value.
Drugstores Kruidvat (no.27; $0.23 billion) and Etos (no.28; $0.21 billion) are new entries.
Douwe Egberts (no.19; $0.76 billion) recorded a year-on-year growth of 59% in brand value to make it the fastest riser.
Discover all the top performers, how brands can find growth against an evolving landscape, and the imperative for sustainability, corporate responsibility and trust, in our full report.
Download the Kantar BrandZ Most Valuable Dutch Brands 2021 report
Download the Kantar BrandZ Most Valuable Dutch Brands 2021 infographic
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