Increased consumer purchasing power has helped to boost the total value of the strongest brands in the Netherlands by 19% over the past year, according to the 2025 Kantar BrandZ Top 30 Most Valuable Dutch Brands report released today. Combined, the Top 30 Dutch brands are now worth US$95 billion, the highest value for the Dutch ranking ever.
Booking.com has held onto the number one position for the second year, growing by 48% to reach a brand valuation of $23.6bn. The brand has successfully diversified from its core hotel booking services into adjacent categories, connecting users to flights, car rentals, and even restaurant reservations at fair and transparent prices. Its consistently customer-centric approach has created a seamless, all-in-one travel experience that consumers love.
Heineken (No.2; $12.9bn) and ING (No.3; $10.2bn) retained their spots as the Netherlands’ second and third most valuable brands. Heineken continues to pioneer and innovate within the non-alcoholic beer category and has also expanded its overseas reach. In all, the Top 10 Dutch brands are responsible for 82% of the total value of the ranking.
Kantar BrandZ Top 10 Most Valuable Dutch Brands 2025
An impressive 23 of the brands in the Netherlands Top 30 have increased their value this year, with nine brands growing by 25% or more.
Insurance brand ASR (No.22; $0.6bn) is this year’s top riser, soaring 54% in brand value following a merger with Aegon’s Dutch insurance wing. Close behind is Action (No.6; $4.8bn), growing 52% in brand value. The retailer is seen as offering great value and convenience and has continued to live up to its core promise of ultra low-priced and seasonal products, sold in engaging store layouts. It opened 350 new stores across Europe in 2024, including its first in Romania and Portugal.
Expansion into Asia has fuelled the growth of Rituals (No.16; $1.2bn), the fourth fastest-riser (+33%). Through its 300 stores in the Netherlands and more than 1,100 worldwide – 240 of which were new openings in 2024 – Rituals emphasises a luxury, spa-like experience. It maximises its presence through online platforms such as Amazon and direct-to-consumer channels. Rituals has also expanded into wellness services via Mind Oasis treatment centres.
Eleven categories are represented in the Dutch Top 30, with Retail, Financial Services, and Alcohol having the highest number of brands. Represented by nine brands, the Retail category grew 26% year-on-year, with retail media – where in-store screens are used as advertising platforms – playing a crucial role. Other categories are also embracing this strategy; in Leisure, Basic-Fit (No.19; $0.8bn) collaborated with Samsung to promote Samsung Health through screens in its sports facilities. Great value remains important in Retail, as illustrated by Spar (No.9; $2.7bn) which has expanded and revamped its private-label offerings to satisfy cash-strapped consumers.
There are only two Consumer Technology and Services Platforms brands in the Netherlands Top 30 – Booking.com and Just Eat Takeaway.com (No.12; $1.9bn) – but together they contribute more than a quarter (27%) of the ranking’s total brand value.
Rising wages and stabilising food prices have motivated Dutch consumers to spend again. Brands have a great opportunity to capitalise on this to boost their market share and their value, but they must remember that people are still coping with the effects of several years of inflation. To stay ahead of the wave, brands should diversify into ‘new spaces’ – meeting broader needs and occasions with good value offerings – while remaining true to the core principles that made them successful in the first place.
Many Dutch brands excel at pushing AI-powered innovation to engage consumers with meaningfully different experiences. Albert Heijn (No.13; $1.5bn) added a ‘Scan & Kook’ function to its app that recommends recipes based on the food and ingredients users have available. Booking.com has been pioneering technology to enhance the user experience, launching tools like Smart Filter, Property Q&A, and Review Summaries to make trip planning easier, and tailoring deals to users’ interests and preferences.
The Netherlands’ brand landscape is also rich with local jewels: smaller brands that sit outside of the Top 30, but which exhibit the fundamentals that position them for future value growth. The ‘Local Jewel’ with the highest Future Power is tea brand Pickwick, while dairy cooperative Campina, hearty food brand Unox, drugstore chain Kruidvat and optician Hans Anders also show great promise.
Additional trends from the 2025 Kantar BrandZ Netherlands report include:
• There are many dimensions across which a brand can find new opportunities to grow, for example emphasising new uses, creating new premium or value variants, or meeting new emotional needs. Ultimately, it’s about finding the biggest possible market in which a brand can be Meaningfully Different to consumers
• The Netherlands punches well above its weight in creating brand value. The Top 30’s total value of $95bn makes it one of the smaller markets in the Kantar BrandZ stable – but when this is divided by national population, the Netherlands comes out near the top
• ‘Brand Netherlands’ has become well associated with sustainable innovation. This reputation has been shaped in part by challenger brands like bunq, Fairphone, Marcel’s Green Soap, Dopper and The Good Roll. But larger Dutch brands also lead the way: JDE Peet’s brand portfolio, including Douwe Egberts (No.27; $0.3bn) and Pickwick, uses AI and satellite technology to detect deforestation in its growing regions. Rituals pledges 10% of its net profits every year to support social and environmental causes.
The Kantar BrandZ Most Valuable Dutch Brands 2025 ranking, report and extensive analysis are now available at www.kantar.com/campaigns/brandz/netherlands
For a quick read on a brand’s performance compared to competitors in a specific category, Kantar’s free interactive tool, BrandSnapshot powered by BrandZ, provides intelligence on 14,000 brands. Find out more here.
Booking.com has held onto the number one position for the second year, growing by 48% to reach a brand valuation of $23.6bn. The brand has successfully diversified from its core hotel booking services into adjacent categories, connecting users to flights, car rentals, and even restaurant reservations at fair and transparent prices. Its consistently customer-centric approach has created a seamless, all-in-one travel experience that consumers love.
Heineken (No.2; $12.9bn) and ING (No.3; $10.2bn) retained their spots as the Netherlands’ second and third most valuable brands. Heineken continues to pioneer and innovate within the non-alcoholic beer category and has also expanded its overseas reach. In all, the Top 10 Dutch brands are responsible for 82% of the total value of the ranking.
Kantar BrandZ Top 10 Most Valuable Dutch Brands 2025
| Rank | Brand | Category | Brand value (US$M) |
| 1 | Booking.com | Consumer Technology & Services Platforms |
23,556 |
| 2 | Heineken | Alcohol | 12,926 |
| 3 | ING | Financial Services | 10,199 |
| 4 | Philips | Conglomerate | 8,388 |
| 5 | KPN | Telecom Providers | 5,777 |
| 6 | Action | Retail | 4,839 |
| 7 | Rabobank | Financial Services | 4,499 |
| 8 | Zigo | Telecom Providers | 2,911 |
| 9 | Spar | Retail | 2,736 |
| 10 | ABN AMRO | Financial Services | 2,238 |
An impressive 23 of the brands in the Netherlands Top 30 have increased their value this year, with nine brands growing by 25% or more.
Insurance brand ASR (No.22; $0.6bn) is this year’s top riser, soaring 54% in brand value following a merger with Aegon’s Dutch insurance wing. Close behind is Action (No.6; $4.8bn), growing 52% in brand value. The retailer is seen as offering great value and convenience and has continued to live up to its core promise of ultra low-priced and seasonal products, sold in engaging store layouts. It opened 350 new stores across Europe in 2024, including its first in Romania and Portugal.
Expansion into Asia has fuelled the growth of Rituals (No.16; $1.2bn), the fourth fastest-riser (+33%). Through its 300 stores in the Netherlands and more than 1,100 worldwide – 240 of which were new openings in 2024 – Rituals emphasises a luxury, spa-like experience. It maximises its presence through online platforms such as Amazon and direct-to-consumer channels. Rituals has also expanded into wellness services via Mind Oasis treatment centres.
Eleven categories are represented in the Dutch Top 30, with Retail, Financial Services, and Alcohol having the highest number of brands. Represented by nine brands, the Retail category grew 26% year-on-year, with retail media – where in-store screens are used as advertising platforms – playing a crucial role. Other categories are also embracing this strategy; in Leisure, Basic-Fit (No.19; $0.8bn) collaborated with Samsung to promote Samsung Health through screens in its sports facilities. Great value remains important in Retail, as illustrated by Spar (No.9; $2.7bn) which has expanded and revamped its private-label offerings to satisfy cash-strapped consumers.
There are only two Consumer Technology and Services Platforms brands in the Netherlands Top 30 – Booking.com and Just Eat Takeaway.com (No.12; $1.9bn) – but together they contribute more than a quarter (27%) of the ranking’s total brand value.
Rising wages and stabilising food prices have motivated Dutch consumers to spend again. Brands have a great opportunity to capitalise on this to boost their market share and their value, but they must remember that people are still coping with the effects of several years of inflation. To stay ahead of the wave, brands should diversify into ‘new spaces’ – meeting broader needs and occasions with good value offerings – while remaining true to the core principles that made them successful in the first place.
Many Dutch brands excel at pushing AI-powered innovation to engage consumers with meaningfully different experiences. Albert Heijn (No.13; $1.5bn) added a ‘Scan & Kook’ function to its app that recommends recipes based on the food and ingredients users have available. Booking.com has been pioneering technology to enhance the user experience, launching tools like Smart Filter, Property Q&A, and Review Summaries to make trip planning easier, and tailoring deals to users’ interests and preferences.
The Netherlands’ brand landscape is also rich with local jewels: smaller brands that sit outside of the Top 30, but which exhibit the fundamentals that position them for future value growth. The ‘Local Jewel’ with the highest Future Power is tea brand Pickwick, while dairy cooperative Campina, hearty food brand Unox, drugstore chain Kruidvat and optician Hans Anders also show great promise.
Additional trends from the 2025 Kantar BrandZ Netherlands report include:
• There are many dimensions across which a brand can find new opportunities to grow, for example emphasising new uses, creating new premium or value variants, or meeting new emotional needs. Ultimately, it’s about finding the biggest possible market in which a brand can be Meaningfully Different to consumers
• The Netherlands punches well above its weight in creating brand value. The Top 30’s total value of $95bn makes it one of the smaller markets in the Kantar BrandZ stable – but when this is divided by national population, the Netherlands comes out near the top
• ‘Brand Netherlands’ has become well associated with sustainable innovation. This reputation has been shaped in part by challenger brands like bunq, Fairphone, Marcel’s Green Soap, Dopper and The Good Roll. But larger Dutch brands also lead the way: JDE Peet’s brand portfolio, including Douwe Egberts (No.27; $0.3bn) and Pickwick, uses AI and satellite technology to detect deforestation in its growing regions. Rituals pledges 10% of its net profits every year to support social and environmental causes.
The Kantar BrandZ Most Valuable Dutch Brands 2025 ranking, report and extensive analysis are now available at www.kantar.com/campaigns/brandz/netherlands
For a quick read on a brand’s performance compared to competitors in a specific category, Kantar’s free interactive tool, BrandSnapshot powered by BrandZ, provides intelligence on 14,000 brands. Find out more here.
