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Each quarter, we spotlight two standout brands: those that not only grew their buyer base compared to the previous quarter, but also outperformed their competitors in the same period last year, accounting for seasonal effects.

To ensure fair comparison, brands are grouped into two leagues:

  • Big brands: 100,000+ buying households in the last quarter.
  • Runner-ups: 40,000 to 99,999 buying households in the last quarter.

Q3 2025 Belgian winners

  • Big brand: Jules Destrooper

+246K buyers vs. Q2 2025

+294K buyers vs. Q3 2024

  • Runner-up: Sammontana

+57K buyers vs. Q2 2025

+80K buyers vs. Q3 2024

Notably, both winners offer indulgent products with rich brand heritage, clear proof that premium enjoyment continues to resonate with Belgian shoppers.

What drove their success?

Jules Destrooper focused on innovation and expanding its retail presence, increasing both listings and assortment shares. While promotions were used, overall promo pressure decreased compared to Q3 2024, yet promotional volumes rose, and price cuts were deeper than in previous periods.

Sammontana, a newcomer in Belgium’s seasonal ice cream category, grew primarily through expanded distribution, especially in Colruyt and Albert Heijn. Two retailers with a strong representation of households with children and young adults. Promotions played a key role in driving trials, with over half of summer volumes sold on promotion.

Looking ahead to Q4

Which brands will win the hearts and baskets of Belgian shoppers during the crucial end-of-year period? Stay tuned to see who attracts the most new buyers in Q4.

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