Brussels/Leuven, November 20 – NielsenIQ (NYSE: NIQ), a global leader in consumer
intelligence, and Serviceplan Group are proud to announce the 11th edition of the Best
Brands Awards, an annual celebration recognizing Belgium’s most beloved brands.
The event will take place on March 12, 2026, at the Docks Dome in Brussels, to honor
outstanding brand performance.
THE NEW BRAND POWER: HUMAN+AI
2026 marks the beginning of a new era. AI is no longer a futuristic concept but a part of
our everyday reality — analyzing, predicting, and automating. Yet, while AI may be the
engine, humans remain the heart.
The most powerful brands no longer choose between the two; they unite human
creativity and empathy with machine speed and precision. The Best Brands Awards
2026 will honour the pioneers who prove that the future isn’t human versus AI, but
Human+AI — The New Brand Power, where human imagination and artificial
intelligence combine to unlock the full potential of brands.
Launched in Munich in 2004 by Serviceplan and GfK – an NIQ Company the Best
Brands Awards have become a global benchmark for brand performance, celebrated
across several European countries.
The awards are based exclusively on consumer opinions, measuring both the
economic success and emotional connection of each brand.
In Belgium, an exclusive survey conducted among more than 4,000 consumers
determines the winners — making the Best Brands Awards the equivalent of the Oscars
for brands.
This year, 260+ brands across 20 categories, 1 special category, and 1 overall best brand
will be celebrated for their achievements. The categories for this 11th edition are:
- Best Automotive Brand
- Best Coffee Brand (NEW)
- Best Cookie Brand (NEW)
- Best Dairy Food Brand
- Best E-Bike Brand (NEW)
- Best Food Preparation Brand (NEW)
- Best Frozen Dessert (NEW)
- Best Personal Care Products Brand (NEW)
- Best Home Comfort Brand
- Best Garden Care Brand (NEW)
- Best IT Peripheral Brand (NEW)
- Best Large Household Appliances Brand
- Best Personal Care Appliances Brand (NEW)
- Best Powered Gardening Brand (NEW)
- Best Retail DIY & Garden Brand
- Best Retail Electro Brand
- Best Retail FMCG Brand
- Best Screen Technology (TV) Brand (NEW)
- Best Spreads, Sauces & Condiments Brand (NEW)
- Best Sport & Energy Drink (NEW)
- Best Experience Brand (SPECIAL)
- Best Overall Brand
A SPECIAL CATEGORY: BEST EXPERIENCE BRAND
This year, the Best Experience Brand Award, celebrating brands creating unforgettable
moments, has been announced as a special category. Brands creating experiences
both in digital and analog spaces in 2025 will be recognized.
CONSUMER-DRIVEN INSIGHTS
To faithfully reflect the sentiment of Belgian consumers, the Best Brands Awards rely on
an exclusive study conducted by NIQ. Over 4,000 Belgian consumers participated in
the online survey in November 2025, providing a uniquely objective foundation for the
Awards.
Discover last year’s winners on our dedicated website HERE.
Contact Serviceplan Group Belux
Cassandra Tsigros, Marketing Manager, c.tsigros@house-of-communication.com, +32
(0)474 370 371.
Contact NielsenIQ
Tamara de Lange, Marketing Manager Benelux, tamara.delange@nielseniq.com, +31 6
38 555 449
About Serviceplan Group
At our Houses of Communication, we combine Strategy & Consulting, Creative & Content, Media & Data and Platform & Technology solutions – services tailored to your individual communication needs. Our vision & Mission – Building Best Brands Best Brands are not only commercially successful, but also spark strong emotions. These outstanding brands remain etched on the memory of the consumers as something that is innovative and positive. Transforming your brand into a Best Brand – it’s what our 6,500+ people across the globe work in a variety of specialized agencies of our Serviceplan Group.
About NIQ
NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the
world’s population and more than $7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights — delivered with advanced analytics through state-of-the-art platforms — NIQ delivers the Full View™. For more
information, please visit www.nielseniq.com
