Best Brand 2026: MrProper

MrProper won the Best Brand Award for the category "Best Home Care Brand"!

Mr. Proper has been named Best Home Comfort Brand during the Best Brands Awards 2026. This award crowns brands that make the daily lives of consumers easier, more pleasant, and more reliable. The recognition confirms not only the strong position of Mr. Proper in Belgium, but also the continuous innovative power of parent company Procter & Gamble (P&G).

P&G is known worldwide as an innovator, with more than 185 years of experience and an annual investment of billions of euros in research and development. Iconic brands such as Mr. Proper play a key role in this. Since its launch, the brand has continuously adapted to changing needs, with formulas that have become more powerful, efficient, and user-friendly.

The Belgian cleaning market is evolving rapidly. More than 70% of households indicate that time savings is a decisive factor in the purchase of cleaning products. Consumers expect not only a perfectly clean result, but also ease of use, multifunctionality, and trust in the brand. Mr. Proper responds to this with products that combine powerful cleaning with comfort and simplicity, suitable for both daily cleaning and intensive tasks.

What distinguishes Mr. Proper is the combination of performance and peace of mind. Each product is developed to deliver fast and reliable results, so that consumers spend less time cleaning and have more time left for what really counts. This consistent quality creates strong brand loyalty. In Belgium, the brand belongs to the most recognized cleaning brands, with a high penetration rate in households.

The award for Best Home Comfort Brand confirms that Mr. Proper responds to the modern expectations of consumers: efficiency, sustainability, and a pleasant cleaning experience. Innovations such as improved formulas, ergonomic packaging, and increasingly sustainable solutions show that P&G and Mr. Proper continue to invest in the future.

In a market where effectiveness and trust are essential, Mr. Proper proves that innovation and comfort go hand in hand. The recognition underlines the role of the brand as a reliable partner in the daily lives of Belgian families, today and tomorrow.

Insights from Francesco Cacamese, Strategic Director at Serviceplan Group Belux

Mr. Proper has become the brand synonymous with effective, satisfying cleaning that delivers visible results instantly. The brand's iconic character and distinctive formula create a cleaning experience that feels premium and reliable. Consumers trust Mr. Proper because the brand delivers on its core promise, powerful cleaning that removes tough dirt without requiring excessive effort or scrubbing. The brand's clever marketing and genuine product efficacy have combined to create deep household loyalty across generations. For many Belgian families, Mr. Proper represents the cleaning standard against which others are measured.