Dutch brands reach €147.6 billion in value

The report highlights continued strength in sectors such as oil and gas and banking, while also pointing to growing divergence across industries

The combined value of the Netherlands’ 50 most valuable brands increased by 13 per cent to €147.6 billion in 2026, according to Brand Finance’s latest Netherlands 50 ranking.

The report highlights continued strength in sectors such as oil and gas and banking, while also pointing to growing divergence across industries as changing consumer behaviour, labour market pressures and economic conditions reshape the market.

Banking leads growth among major sectors

Brand Finance said the Dutch economy entered 2026 on relatively stable footing after GDP growth of 1.9 per cent in 2025, supported by exports and domestic demand. However, investment challenges, energy grid constraints and regulatory pressures continue to weigh on the outlook.

Oil and gas remains the country’s most valuable sector, led by Shell, while banking emerged as the fastest-growing major sector. Combined banking brand value rose 18 per cent to €26.6 billion as financial institutions expanded sustainable finance initiatives, digital services and ESG-linked lending programmes.

Shell retains top position

Shell remained the Netherlands’ most valuable brand for the 16th consecutive year, with brand value increasing 10 per cent to €44.9 billion.

According to Brand Finance, the growth was supported by stronger revenue forecasts, higher LNG sales volumes and a focus on higher-margin business areas including upstream production, mobility retail and lubricants.

Heineken and ING maintain rankings

Heineken retained second place with a brand value of €11.9 billion, up 3 per cent year-on-year. The brewer continued to benefit from its premium product portfolio and expansion of alcohol-free offerings.

The company has also increased investment in sports marketing, including partnerships linked to the UEFA Women’s Champions League.

ING remained third, recording one of the strongest performances among the leading brands. Its brand value increased 22 per cent to €11.9 billion, supported by growth in fee income, digital banking adoption and sustainable finance initiatives.

Retail and commercial services face challenges

Not all sectors recorded growth. Retail and e-commerce experienced the largest decline, with combined brand values falling 19 per cent as competition and shifting consumer spending patterns continued to pressure non-grocery retailers.

Commercial services also showed mixed results. While some businesses recorded strong operational performance, others faced declining brand values amid changing labour market dynamics and weaker demand for traditional staffing services.

Brand leaders adapt to change

Henry Farr, Valuation Director, Brand Finance: "Dutch brands in 2026 reflect an economy defined by resilience in core sectors and growing divergence across the market. Established leaders are maintaining strength by actively reshaping their business models, whether through energy transition strategies, digital transformation, or continued investment in innovation and brand experience. At the same time, the fastest-growing brands highlight how quickly value can be created where demand recovery and operational scaling align, particularly in travel and consumer-facing sectors. However, this growth sits alongside sharper structural pressures in retail and commercial services, where shifting consumer behaviour and labour market dynamics are increasingly driving a clear separation between resilient and vulnerable brand categories."

Albert Heijn tops brand strength ranking

Albert Heijn was named the Netherlands’ strongest brand in 2026, achieving a Brand Strength Index score of 94.4 out of 100 and an AAA+ rating.

Brand Finance cited strong customer familiarity and engagement, supported by the retailer’s Bonuskaart loyalty programme and mobile application, which now reaches more than 10 million users.

The company also strengthened its position through sustainability initiatives, food waste reduction programmes and technology investments.

Transavia records fastest growth

Transavia ranked second in the brand strength rankings and was named the fastest-growing Dutch brand in 2026.

Its brand value rose 49 per cent to €439 million, driven by increased passenger numbers, network expansion and improved revenue performance. The airline carried more than 12 million passengers during the first half of 2025, representing growth of 11 per cent year-on-year.

KPN remains among strongest brands

Telecommunications provider KPN ranked third for brand strength with a Brand Strength Index score of 86.1 out of 100 and an AAA rating.

Although the company experienced a slight decline in brand strength following a major mobile network outage during 2025, Brand Finance said KPN continued to benefit from its market position and role as a critical communications infrastructure provider.

www.brandfinance.com

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