Results from the Survey on Belgians’ Favorite Brands
Building on its success in France and the growing recognition of its logo, the Favorite Brand award is expanding beyond French borders for the first time with the launch of Favorite Brand of Belgians last April. In this new market, methodological rigour and the reliability of the studies are ensured by Ipsos, maintaining the same high standards of quality as in France.
The TOP 30 of the 2026 Favorite Brand of Belgians Observatory
The first edition of the Favorite Brand of Belgians Observatory, conducted in partnership with Ipsos, surveyed 800 brands among a representative panel of 4,200 respondents aged 18 and over. The results reveal consumers who are deeply attached to their roots — and their food. Three Belgian food brands top the ranking: Côte d’Or takes first place, followed by Lotus and Devos & Lemmens.
This unprecedented snapshot of Belgian consumer preferences confirms a strong trend: in Belgium, brand affinity is driven first and foremost by taste, trust and a sense of closeness.
“With this first edition in Belgium, our ambition is to give consumers a voice and better understand which brands truly matter to them. This study provides an initial overview based on consumer perceptions, paving the way for more in-depth category-specific studies to identify the brands that will earn the title of Favorite Brand of Belgians,” explains Guy Casters, our Country Manager in Belgium.
Brand Image Rankings of the Favorite Brand of Belgians Observatory
Brands provide a particularly insightful reflection of Belgians’ economic, cultural and generational priorities.
Beyond the overall ranking, the study also highlights the brands that stand out on specific criteria in the eyes of consumers. Some brands clearly distinguish themselves through the qualities attributed to them, such as Pairi Daiza, which ranks first among the most committed brands.
Another interesting finding is that Belgian brands are more strongly associated with commitment and taste, while German brands tend to stand out more for quality and trust. This distribution reflects deeply rooted perceptions among consumers.
Key Trends from the 2026 Belgian Observatory
- Belgians maintain a strong emotional attachment to food brands, particularly those rooted in their cultural heritage. However, notable differences emerge across age groups and regions. Consumers aged 18–34 show a stronger affinity for retail brands such as Action and entertainment brands such as Netflix, while those aged 35–54 favour grocery brands such as Côte d’Or, Lotus and Leo. Consumers over 55, meanwhile, are more likely to gravitate towards household care brands such as Dreft. Brussels stands out with a more distinctive profile: residents show less attachment to food brands than the rest of the country and greater interest in household care, culture, transport and leisure.
- A brand’s Belgian origins can positively influence consumer perceptions. The analysis of different brand image attributes shows that the top five brands recognised for their commitment — particularly to environmental responsibility — are all Belgian or of Belgian origin. The same applies to the top five brands appreciated for their taste.
- Trust, closeness and taste are key drivers of brand preference. To become one of Belgians’ Favourite Brands, a brand needs to build trust and a sense of closeness with consumers. For food brands, taste is the leading factor. Together, these three attributes are the strongest drivers of brand attachment among Belgian consumers.
To showcase this distinction, winning brands will have access to a range of graphic assets specifically designed for the Belgian market, available in French, Dutch and English to accommodate the country’s linguistic diversity.
