SERVICEPLAN AND NIQ LAUNCH THE 11TH EDITION OF THE BEST BRANDS AWARDS

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.

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.niq.com.