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Key Results

Key Results


Top 30 Brands decline in value by 12 percent

Amidst unprecedented macroeconomic challenges, the total value of the BrandZ™ Dutch Top 30 fell 12 percent in the 2021 rankings, dropping $11 billion in value for a total brand value of $81 billion. This is proportionate to the levels of de-growth seen in those BrandZ™ markets (for instance, South Africa and the United Kingdom) which have already published updated rankings to include the impact of the coronavirus. Of the 28 Dutch brands returning from last year’s ranking, 17 declined in value year-on-year, while 11 grew in value.

Shell stays on top

For the third straight year, Royal Dutch Shell (Shell) is the Netherlands’ number one most valuable brand. In a challenging year, Shell’s brand value declined 21 percent – a significant adjustment, but one that’s in line with other leading energy companies in 2021. Even in a tough year, Shell remains a cornerstone of the Dutch economy, accounting for some 18 percent of the total value of the BrandZ™ Dutch Top 30. And it remains committed to a diverse portfolio of fuel and energy sources.

Two new faces

This year two new brands joined the BrandZ™ Dutch Top 30. Leading drugstore brand Kruidvat enters the list at number 27, while fellow drugstore chain Etos, which is affiliated with the Ahold Delhaize group, follows close behind at number 28. Their inclusion on this year’s list speaks to the resilience of the Dutch retail sector in the post-pandemic world, as well as to the importance of health and wellness in today’s business landscape.

Energy leads category spread

One result of 2021’s brand value realignments is that the Netherlands now has five leading brand categories of relatively equal value. Energy is still the biggest category by total value, but its proportion of the total value of the Dutch Top 30 has fallen to 18 percent in 2021, down from 21 percent the year prior. The 5 brands that make up the Beer category are now close behind, with a combined 17 percent of the Dutch Top 30’s total value. Technology runs third, at 15 percent, followed by Banks at 14 percent and Travel services at 12 percent.

Douwe Egberts adds the most value among this year’s Top Risers

With a 59 percent year-on-year increase in value, the coffee brand Douwe Egberts led this year’s crop of Top Risers: the five Dutch brands with the largest gains in brand value above 2020 levels. Douwe Egberts has long occupied a treasured place in Dutch society thanks to its beloved loyalty program and social initiatives like Neighbor Day. This year, the company benefitted from a change in its parent company’s valuations, as well as a renewed demanded for its core business. When shelter-in-place recommendations led many Dutch people to increase their home coffee consumption, Douwe Egberts’ strong brand equity made it perfectly placed to benefit from this shift in consumption.

This year’s Top Risers were all able to meet this unique moment thanks to years of smart brand investment: they have all worked hard over the past decade to build trust and love with Dutch consumers. In addition to the beverage brands Douwe Egberts and Senseo, this year’s Top Risers included the retail and delivery brands bol.com, Action, and Thuisbezorgd.nl (Takeaway.com) which all benefitted from consumers’ desire to stock up at homes during the pandemic.

Category performance matches global trends

This year’s brand category performance was shaped in large part by global macroeconomic trends, and is in line with results seen in other countries. Dutch brand categories that saw double-digit declines, including Banks, Insurance, Energy, and Travel Services, did so not because of huge missteps on the part of individual brands, but because of global shifts that have depressed financial investments and kept people stuck at home. Similarly, those Dutch brand categories that rose by double digits in the Netherlands – including Retail, Beverages, and Lifestyle Platforms – were well-positioned to take advantage of shifting global consumption patterns during the COVID-19 pandemic.