Which two brands delivered exceptional performance during summer in Belgium?
To qualify, brands must grow their number of buyers both versus the previous period AND versus the same period last year, a crucial filter to rule out simple seasonal effects.
To ensure fair comparison, brands compete in two leagues:
- Big Brands: at least 100.000 buying households in the past quarter
- Runner-Ups: 40.000–99.999 buying households in the past quarter
This summer's standout performers prove that strategic planning and flawless execution deliver results.
Leading the pack in our big brands category is SPA, which added an impressive 377.000 buyers compared to March-May 2026 and gained 51.000 buyers year-over-year versus summer 2025. While the hot summer weather undoubtedly contributed to SPA's performance, it's worth noting they outpaced all other beverage brands.
In the runner-up category, VegaFruits takes the crown with 73.000 new buyers versus March-May 2026 and 57.000 additional buyers compared to summer 2025. Their story is particularly compelling: this French cooperative of 200 fruit growers from the Lorraine region aims to revive traditional regional fruits including cherries, Mirabelles, quetsches, and blueberries. Though they're still on their journey, selling other stone fruits this summer alongside their heritage varieties, their partnership with two French retailers operating in Belgium has proven remarkably successful.
Summer represents a crucial opportunity for many brands, and this year delivered numerous success stories. Rounding out our top 10 winning brands are Campina, Galbani, Haspengouw, IJsboerke, Jupiler, OLA, Sprite, Stoffels, and Zespri, all demonstrating that careful summer planning pays off.