The Kantar BrandZ Top 30 Most Valuable Dutch Brands have increased their combined value by 22% over the past year to reach US$116 billion. This is the highest level of brand value seen in the market since its first Kantar BrandZ ranking in 2019 and builds on an increase of 19% in 2025. In all, 23 of the Top 30 brands grew in value over the past 12 months, with 21 up by 10% or more.
The strongest performers are those that pair their heritage with a constant flow of fresh signals about what consumers need and expect. As AI evolves the way business models work, brands will come under a lot of pressure to deliver against these expectations. We’ve seen consistently that the brands which stay closely connected to their audiences and make confident, insight-led decisions are best positioned to come out on top when disruption happens. In that sense, Dutch brands are ready for this exciting new chapter.
Booking.com remains in the No.1 position, growing 35% year-on-year to arrive at a value of $31.7bn. While staying true to its brand story, the digital travel assistant has constantly innovated, using AI to improve its service and working towards the ‘Connected trip’: diversifying beyond hotels to cover flights, transfers, tours and tickets to attractions, making it a one-stop shop for a tailored travel experience.
Kantar BrandZ Top 10 Most Valuable Dutch Brands 2026
Specialised financial institution Van Lanschot Kempen debuts in the Kantar BrandZ ranking at No.29, valued at $290m, demonstrating how focused, niche brands can compete alongside larger, more established players. Retail pharmacy chain Kruidvat (No.27; $342m) returns to the ranking after a five-year absence, following a shift in communications away from price-led promotions towards positioning the brand as a destination for smart shoppers.
The two brands in the Consumer Technology and Services Platforms category – Booking.com and Just Eat Takeaway.com (No.12; +12%; $2.1bn) – together contribute a remarkable 29% of the total value of the ranking. Known locally as Thuisbezorgd.nl, consumers appreciate Just Eat for its reliable service. Often putting its delivery drivers at the heart of communications, the brand’s partnership with Katy Perry has delivered a global boost in awareness and brand sentiment.
Five Financial Services brands have gained in value, with four appearing in the list of top-risers: Rabobank (No.5; +68%; $7.6bn), ABN Amro (No.8; +54%; $3.4bn), ASR (No.22; +50%; $862m) and Nationale Nederlanden. (No.14; +39%; $1.5bn). The category now represents the second highest proportion of the ranking’s total brand value at 23% ($26.2bn), with growth driven by a buoyant stock market, in tandem with sustained innovation that has built distinctiveness and trust. ING (No.3; +23%; $12.5bn) remains the Most Valuable Dutch Financial Services Brand.
Rabobank is the fastest rising brand in the Top 30. With a 68% surge in brand value to $7.6bn, it has jumped two places to No.5. It stands out in a competitive field with a strong identity as the nation’s co-operative bank. It expresses this consistently and creatively in its communications, while emphasising its closeness to consumers through socially responsible initiatives such as sponsoring community sports.
The Dutch brand landscape sparkles with local jewels: small brands outside the Top 30 that are generating outsized impact. They lack scale, but score highly on Meaning, delivering the right products that stand out and are relevant to people’s lives. Among the shiniest jewels is ANWB, which is investing in sustainability through introducing electric cars for its Wegenwacht roadside assistance service, alongside offering consumer-centric innovations such as affordable group travel.
Contentcreator partnerships help brands build authentic consumer connections at scale. In a fragmented media landscape, brands need to show up consistently across multiple touchpoints, with executions that reinforce each other to land a clear message. This year, brands as varied as Rabobank, KLM (No.20; $873m), bol (No.18; $1.3bn), Heineken, Rituals (No.16; $1.4bn) and Just Eat Takeaway.com have demonstrated how smart, insightdriven collaborations with creators and influencers can cut through with creativity, strengthen brand relevance and drive measurable impact.
The 2026 Kantar BrandZ Top 30 Most Valuable Dutch Brands ranking, full report and in-depth analysis are now available at: www.kantar.com/campaigns/brandz/netherlands
For category-level competitive insights, Kantar’s free BrandSnapshot tool, powered by BrandZ, offers at-a-glance intelligence on 15,000 brands worldwide. Explore it here.
The strongest performers are those that pair their heritage with a constant flow of fresh signals about what consumers need and expect. As AI evolves the way business models work, brands will come under a lot of pressure to deliver against these expectations. We’ve seen consistently that the brands which stay closely connected to their audiences and make confident, insight-led decisions are best positioned to come out on top when disruption happens. In that sense, Dutch brands are ready for this exciting new chapter.
Booking.com remains in the No.1 position, growing 35% year-on-year to arrive at a value of $31.7bn. While staying true to its brand story, the digital travel assistant has constantly innovated, using AI to improve its service and working towards the ‘Connected trip’: diversifying beyond hotels to cover flights, transfers, tours and tickets to attractions, making it a one-stop shop for a tailored travel experience.
Kantar BrandZ Top 10 Most Valuable Dutch Brands 2026
New and returning brands
Specialised financial institution Van Lanschot Kempen debuts in the Kantar BrandZ ranking at No.29, valued at $290m, demonstrating how focused, niche brands can compete alongside larger, more established players. Retail pharmacy chain Kruidvat (No.27; $342m) returns to the ranking after a five-year absence, following a shift in communications away from price-led promotions towards positioning the brand as a destination for smart shoppers.
Category performance
The two brands in the Consumer Technology and Services Platforms category – Booking.com and Just Eat Takeaway.com (No.12; +12%; $2.1bn) – together contribute a remarkable 29% of the total value of the ranking. Known locally as Thuisbezorgd.nl, consumers appreciate Just Eat for its reliable service. Often putting its delivery drivers at the heart of communications, the brand’s partnership with Katy Perry has delivered a global boost in awareness and brand sentiment.
Five Financial Services brands have gained in value, with four appearing in the list of top-risers: Rabobank (No.5; +68%; $7.6bn), ABN Amro (No.8; +54%; $3.4bn), ASR (No.22; +50%; $862m) and Nationale Nederlanden. (No.14; +39%; $1.5bn). The category now represents the second highest proportion of the ranking’s total brand value at 23% ($26.2bn), with growth driven by a buoyant stock market, in tandem with sustained innovation that has built distinctiveness and trust. ING (No.3; +23%; $12.5bn) remains the Most Valuable Dutch Financial Services Brand.
Rabobank is the fastest rising brand in the Top 30. With a 68% surge in brand value to $7.6bn, it has jumped two places to No.5. It stands out in a competitive field with a strong identity as the nation’s co-operative bank. It expresses this consistently and creatively in its communications, while emphasising its closeness to consumers through socially responsible initiatives such as sponsoring community sports.
Global presence and local jewels
The BrandZ Dutch Top 30 is characterised by a strong global presence, and this year its brands generated 67% of their business from other markets. With a relatively small domestic market to play in, Dutch brands tend to find new space elsewhere, and almost all of those in the ranking have an international dimension, most notably Booking.com, Spar (No.10; $3.1bn), Heineken (No.2; $12.8bn), Just Eat Takeaway.com, Senseo (No.23; $564m), and Philips (No.4; $7.7bn).The Dutch brand landscape sparkles with local jewels: small brands outside the Top 30 that are generating outsized impact. They lack scale, but score highly on Meaning, delivering the right products that stand out and are relevant to people’s lives. Among the shiniest jewels is ANWB, which is investing in sustainability through introducing electric cars for its Wegenwacht roadside assistance service, alongside offering consumer-centric innovations such as affordable group travel.
More key trends from the 2026 Kantar BrandZ Top 30 Most Valuable Dutch Brands report include:
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, making them so attractive that people are willing to pay up to twice as much for them.Contentcreator partnerships help brands build authentic consumer connections at scale. In a fragmented media landscape, brands need to show up consistently across multiple touchpoints, with executions that reinforce each other to land a clear message. This year, brands as varied as Rabobank, KLM (No.20; $873m), bol (No.18; $1.3bn), Heineken, Rituals (No.16; $1.4bn) and Just Eat Takeaway.com have demonstrated how smart, insightdriven collaborations with creators and influencers can cut through with creativity, strengthen brand relevance and drive measurable impact.
The 2026 Kantar BrandZ Top 30 Most Valuable Dutch Brands ranking, full report and in-depth analysis are now available at: www.kantar.com/campaigns/brandz/netherlands
For category-level competitive insights, Kantar’s free BrandSnapshot tool, powered by BrandZ, offers at-a-glance intelligence on 15,000 brands worldwide. Explore it here.
