Europe · October 2026 · refreshed monthly

The brands AI wants in the Netherlands

7 AI models were asked how well they know the top brands in the Netherlands and how far they agree with the 36 statements of the Havas Science of Desire 2.0. Each brand is scored out of 10 and indexed against the other brands in its segment: 100 is the segment average. This is the first month for this market; change appears from next month.

250 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI

Attraction The head: the pull of standing out, being better and being talked about.

Affinity The heart: trusted, sharing my values and reflecting who I am and belong with.

Attachment The habits: dependable, part of the routine, and missed if it were gone.

Finance Grocery Retail Fashion Food & drink Eating out Technology Media & entertainment Telecoms Automotive Travel Beauty & personal care Home & household Health & fitness Energy

Finance

20 brands. Index 100 is the segment's average Desire of 5.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	iDEAL	Cards & payments	122	6.2	—	5.6	5.3	7.6	7/7
2	DEGIRO	Investing & savings	116	5.8	—	6.3	4.7	6.5	7/7
3	ING	Banks	114	5.8	—	6.0	4.7	6.5	7/7
4	ASN Bank	Banks	112	5.6	—	5.1	6.2	5.6	7/7
5	Bitvavo	Investing & savings	110	5.6	—	6.5	4.4	5.8	6/7
6	Rabobank	Banks	110	5.5	—	5.0	5.6	6.1	7/7
7	PayPal	Cards & payments	108	5.5	—	5.3	4.7	6.4	7/7
8	Klarna	Cards & payments	106	5.4	—	6.3	4.2	5.5	7/7
9	Independer	Insurance	104	5.2	—	5.6	4.5	5.7	7/7
10	Centraal Beheer	Insurance	100	5.1	—	5.2	4.6	5.3	7/7
11	Brand New Day	Investing & savings	99	5.0	—	4.6	4.8	5.6	7/7
12	American Express	Cards & payments	98	5.0	—	4.8	4.5	5.5	7/7
13	Nationale-Nederlanden	Investing & savings	97	4.9	—	4.4	4.5	5.8	7/7
14	Zilveren Kruis	Insurance	96	4.8	—	4.5	4.6	5.5	7/7
15	ABN AMRO	Banks	93	4.7	—	4.4	4.1	5.5	7/7
16	Univé	Insurance	92	4.7	—	4.0	5.0	5.0	7/7
17	ABP	Investing & savings	91	4.6	—	4.0	4.4	5.3	7/7
18	RegioBank	Banks	84	4.2	—	3.3	4.8	4.6	7/7
19	a.s.r.	Insurance	81	4.1	—	3.8	3.9	4.5	7/7
20	ICS	Cards & payments	67	3.4	—	3.0	3.2	4.0	6/7

Grocery

8 brands. Index 100 is the segment's average Desire of 5.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Albert Heijn	Supermarkets	133	6.6	—	6.5	5.8	7.5	7/7
2	Jumbo	Supermarkets	123	6.1	—	6.2	5.4	6.8	7/7
3	Lidl	Supermarkets	119	5.9	—	6.3	5.0	6.6	7/7
4	Aldi	Supermarkets	99	4.9	—	4.8	4.2	5.8	7/7
5	Plus	Supermarkets	98	4.9	—	4.2	5.0	5.5	7/7
6	Dirk	Supermarkets	88	4.4	—	3.9	4.0	5.2	7/7
7	Hoogvliet	Supermarkets	82	4.1	—	3.3	4.1	4.9	7/7
8	Nettorama	Supermarkets	56	2.8	—	2.4	2.6	3.4	7/7

Retail

31 brands. Index 100 is the segment's average Desire of 5.1 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	IKEA	Home, furniture & DIY	138	7.0	—	7.6	6.2	7.3	7/7
2	Coolblue	Electricals retail	136	6.9	—	7.1	6.2	7.4	7/7
3	HEMA	Department & variety stores	134	6.8	—	6.8	6.3	7.5	7/7
4	Vinted	Online marketplaces	128	6.5	—	6.8	6.5	6.2	7/7
5	Bol	Online marketplaces	121	6.2	—	6.0	5.3	7.1	7/7
6	Kruidvat	Health & beauty stores	120	6.1	—	6.1	5.1	7.2	7/7
7	Marktplaats	Online marketplaces	116	5.9	—	6.0	5.5	6.1	7/7
8	Amazon	Online marketplaces	113	5.8	—	6.4	4.1	6.7	7/7
9	Intratuin	Home, furniture & DIY	107	5.4	—	5.1	5.4	5.8	7/7
10	Action	Department & variety stores	107	5.4	—	5.8	4.3	6.2	7/7
11	Douglas	Health & beauty stores	106	5.4	—	5.4	5.1	5.7	7/7
12	de Bijenkorf	Department & variety stores	105	5.3	—	5.8	4.9	5.3	7/7
13	Hornbach	Home, furniture & DIY	101	5.2	—	5.2	4.7	5.6	7/7
14	Etos	Health & beauty stores	100	5.1	—	4.4	4.8	6.0	7/7
15	Xenos	Department & variety stores	100	5.1	—	5.4	4.6	5.2	7/7
16	MediaMarkt	Electricals retail	96	4.9	—	5.5	3.8	5.3	7/7
17	Megekko	Electricals retail	94	4.8	—	5.0	4.6	4.8	7/7
18	Gamma	Home, furniture & DIY	94	4.8	—	4.5	4.3	5.4	7/7
19	Karwei	Home, furniture & DIY	93	4.7	—	4.6	4.4	5.2	7/7
20	Jysk	Home, furniture & DIY	90	4.6	—	4.4	4.2	5.2	7/7
21	Shein	Online marketplaces	90	4.6	—	6.4	3.3	4.0	7/7
22	Praxis	Home, furniture & DIY	90	4.5	—	4.2	4.1	5.4	7/7
23	Belsimpel	Electricals retail	89	4.5	—	4.5	3.9	5.1	7/7
24	ICI Paris XL	Health & beauty stores	88	4.5	—	4.4	4.3	4.7	7/7
25	Kwantum	Home, furniture & DIY	88	4.5	—	4.2	4.1	5.0	7/7
26	Leen Bakker	Home, furniture & DIY	82	4.2	—	3.9	4.0	4.7	7/7
27	Temu	Online marketplaces	79	4.0	—	5.9	2.4	3.7	7/7
28	Wibra	Department & variety stores	77	3.9	—	3.7	3.6	4.5	7/7
29	Trekpleister	Health & beauty stores	74	3.8	—	3.4	3.5	4.4	7/7
30	AliExpress	Online marketplaces	73	3.7	—	4.9	2.4	3.8	7/7
31	Expert	Electricals retail	70	3.6	—	3.2	3.4	4.1	7/7

Fashion

21 brands. Index 100 is the segment's average Desire of 5.4 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Nike	Sportswear & footwear	136	7.3	—	8.1	6.7	7.1	7/7
2	Adidas	Sportswear & footwear	122	6.5	—	6.8	6.3	6.6	7/7
3	Rolex	Luxury	113	6.0	—	6.6	5.9	5.6	7/7
4	New Balance	Sportswear & footwear	112	6.0	—	6.2	5.8	6.0	7/7
5	Louis Vuitton	Luxury	109	5.8	—	7.0	5.3	5.3	7/7
6	ASICS	Sportswear & footwear	107	5.8	—	5.4	5.7	6.2	7/7
7	Hermès	Luxury	107	5.8	—	6.6	5.5	5.1	7/7
8	Zalando	Clothing retail	105	5.6	—	6.1	4.8	6.0	7/7
9	Dior	Luxury	103	5.5	—	6.6	5.1	4.9	7/7
10	H&M	Clothing retail	102	5.5	—	5.8	4.8	5.8	7/7
11	Zara	Clothing retail	102	5.4	—	6.5	4.7	5.2	7/7
12	Uniqlo	Clothing retail	101	5.4	—	5.7	4.8	5.8	7/7
13	Yves Saint Laurent	Luxury	100	5.4	—	6.3	5.0	4.8	7/7
14	Mango	Clothing retail	96	5.2	—	5.4	4.9	5.2	7/7
15	About You	Clothing retail	90	4.8	—	5.4	4.5	4.6	7/7
16	Bershka	Clothing retail	88	4.7	—	5.5	4.4	4.3	7/7
17	Zeeman	Clothing retail	88	4.7	—	4.2	4.4	5.6	7/7
18	Primark	Clothing retail	81	4.3	—	4.9	3.5	4.6	7/7
19	Skechers	Sportswear & footwear	79	4.2	—	3.9	3.8	4.9	7/7
20	Wehkamp	Clothing retail	79	4.2	—	3.9	3.9	4.9	7/7
21	C&A	Clothing retail	78	4.2	—	3.5	4.0	5.0	7/7

Food & drink

20 brands. Index 100 is the segment's average Desire of 5.3 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Tony's Chocolonely	Snacks & confectionery	134	7.2	—	7.6	7.4	6.5	7/7
2	Red Bull	Soft drinks	127	6.8	—	7.7	6.2	6.4	7/7
3	Heineken	Alcoholic drinks	120	6.4	—	6.8	6.1	6.3	7/7
4	Coca-Cola	Soft drinks	111	6.0	—	6.1	5.4	6.3	7/7
5	Douwe Egberts	Packaged food & hot drinks	108	5.8	—	5.1	5.3	6.9	7/7
6	Kinder	Snacks & confectionery	104	5.5	—	5.8	4.7	6.1	7/7
7	Monster Energy	Soft drinks	103	5.5	—	6.6	4.9	5.0	7/7
8	Hertog Jan	Alcoholic drinks	101	5.4	—	5.1	5.5	5.6	7/7
9	Bacardi	Alcoholic drinks	99	5.3	—	5.7	5.1	5.1	7/7
10	Pickwick	Packaged food & hot drinks	99	5.3	—	4.7	5.0	6.1	7/7
11	Pringles	Snacks & confectionery	96	5.1	—	5.9	4.1	5.3	7/7
12	Spa	Soft drinks	95	5.1	—	4.5	4.9	5.8	7/7
13	Haribo	Snacks & confectionery	94	5.0	—	5.3	4.3	5.5	7/7
14	Nescafé	Packaged food & hot drinks	92	4.9	—	4.8	4.2	5.8	7/7
15	Lipton Ice Tea	Soft drinks	89	4.7	—	4.7	4.3	5.1	7/7
16	Amstel	Alcoholic drinks	88	4.7	—	4.3	4.6	5.2	7/7
17	Mars	Snacks & confectionery	88	4.7	—	4.8	3.9	5.4	7/7
18	Dr. Oetker	Packaged food & hot drinks	87	4.6	—	4.3	4.3	5.2	7/7
19	Bols	Alcoholic drinks	86	4.6	—	4.9	4.6	4.3	7/7
20	Iglo	Packaged food & hot drinks	82	4.4	—	4.0	4.0	5.0	7/7

Eating out

16 brands. Index 100 is the segment's average Desire of 4.9 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Picnic	Food delivery	130	6.3	—	6.6	5.4	6.9	7/7
2	Starbucks	Coffee shops & bakeries	115	5.6	—	6.2	5.0	5.6	7/7
3	McDonald's	Fast food & restaurants	114	5.6	—	6.0	4.6	6.1	7/7
4	HelloFresh	Food delivery	109	5.3	—	5.7	4.6	5.7	7/7
5	Bagels & Beans	Coffee shops & bakeries	108	5.3	—	5.0	5.4	5.5	7/7
6	Thuisbezorgd.nl	Food delivery	107	5.2	—	5.4	4.2	6.2	7/7
7	Uber Eats	Food delivery	99	4.8	—	5.5	3.7	5.2	7/7
8	AH to go	Coffee shops & bakeries	98	4.8	—	4.3	4.3	5.8	7/7
9	La Place	Coffee shops & bakeries	97	4.7	—	4.4	4.7	5.2	7/7
10	Domino's	Fast food & restaurants	97	4.7	—	5.3	3.8	5.0	7/7
11	Coffee Company	Coffee shops & bakeries	93	4.5	—	4.3	4.5	4.8	7/7
12	Flink	Food delivery	90	4.4	—	5.0	3.4	4.7	7/7
13	New York Pizza	Fast food & restaurants	88	4.3	—	4.5	3.7	4.6	7/7
14	KFC	Fast food & restaurants	85	4.2	—	4.9	3.4	4.1	7/7
15	Subway	Fast food & restaurants	85	4.1	—	4.3	3.9	4.2	7/7
16	Burger King	Fast food & restaurants	84	4.1	—	4.7	3.3	4.3	7/7

Technology

28 brands. Index 100 is the segment's average Desire of 5.9 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	YouTube	Social media & messaging	131	7.7	—	8.1	7.0	8.1	7/7
2	Apple	Phones & devices	126	7.4	—	7.9	6.5	7.8	7/7
3	WhatsApp	Social media & messaging	117	6.9	—	6.1	6.4	8.3	7/7
4	Google	Search & AI assistants	117	6.9	—	7.3	5.4	8.2	7/7
5	ChatGPT	Search & AI assistants	117	6.9	—	8.3	5.2	7.3	7/7
6	TikTok	Social media & messaging	115	6.8	—	8.1	5.8	6.5	7/7
7	Discord	Social media & messaging	114	6.8	—	7.0	6.5	6.8	7/7
8	Instagram	Social media & messaging	114	6.7	—	7.3	6.1	6.9	7/7
9	Samsung	Phones & devices	114	6.7	—	7.3	5.7	7.2	7/7
10	Canva	Software & cloud	112	6.6	—	7.0	5.8	7.0	7/7
11	Reddit	Social media & messaging	102	6.1	—	6.5	5.8	5.9	7/7
12	Google Drive	Software & cloud	102	6.0	—	5.7	5.0	7.4	7/7
13	Pinterest	Social media & messaging	100	5.9	—	6.0	5.8	6.0	7/7
14	JBL	Phones & devices	100	5.9	—	6.0	5.5	6.3	7/7
15	LinkedIn	Social media & messaging	97	5.7	—	5.7	5.3	6.2	7/7
16	Microsoft 365	Software & cloud	96	5.7	—	5.2	4.8	7.0	7/7
17	Google Gemini	Search & AI assistants	95	5.6	—	6.3	4.6	5.9	6/7
18	Telegram	Social media & messaging	92	5.5	—	5.8	5.0	5.6	7/7
19	iCloud	Software & cloud	92	5.5	—	5.0	4.9	6.4	7/7
20	Snapchat	Social media & messaging	92	5.4	—	6.0	5.0	5.3	7/7
21	Xiaomi	Phones & devices	91	5.4	—	5.9	4.3	5.8	7/7
22	DuckDuckGo	Search & AI assistants	89	5.3	—	5.0	5.2	5.6	7/7
23	Claude	Search & AI assistants	88	5.2	—	5.7	4.5	5.4	7/7
24	Microsoft Copilot	Search & AI assistants	83	4.9	—	5.3	4.1	5.3	7/7
25	Facebook	Social media & messaging	79	4.7	—	4.6	4.1	5.3	7/7
26	X	Social media & messaging	78	4.6	—	5.8	3.7	4.4	7/7
27	OneDrive	Software & cloud	76	4.5	—	3.8	4.0	5.7	7/7
28	HP	Phones & devices	70	4.2	—	3.7	3.7	5.0	7/7

Media & entertainment

32 brands. Index 100 is the segment's average Desire of 5.6 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Spotify	Music & audio	136	7.6	—	7.9	6.8	8.2	7/7
2	Nintendo	Gaming	131	7.3	—	7.7	7.0	7.3	7/7
3	Steam	Gaming	127	7.2	—	7.3	6.4	7.7	7/7
4	Netflix	Video streaming & TV	125	7.0	—	7.8	5.8	7.4	7/7
5	NOS	News & publishing	124	7.0	—	6.5	6.7	7.8	7/7
6	PlayStation	Gaming	122	6.9	—	7.4	6.2	7.0	7/7
7	NPO	Video streaming & TV	113	6.4	—	5.9	6.4	6.8	7/7
8	Postcode Loterij	Betting & lottery	111	6.2	—	6.3	6.3	6.0	7/7
9	Epic Games	Gaming	108	6.0	—	7.1	5.3	5.8	7/7
10	NU.nl	News & publishing	107	6.0	—	6.1	5.2	6.8	7/7
11	Roblox	Gaming	107	6.0	—	7.2	5.5	5.4	7/7
12	Radio 538	Music & audio	107	6.0	—	6.0	5.7	6.3	7/7
13	de Volkskrant	News & publishing	106	6.0	—	6.0	5.9	6.0	7/7
14	Staatsloterij	Betting & lottery	103	5.8	—	5.9	5.7	5.8	7/7
15	Qmusic	Music & audio	102	5.7	—	5.6	5.5	6.0	7/7
16	YouTube Music	Music & audio	102	5.7	—	5.8	5.1	6.2	7/7
17	RTL Nieuws	News & publishing	101	5.7	—	5.8	5.0	6.2	7/7
18	HBO Max	Video streaming & TV	100	5.6	—	6.2	4.9	5.7	7/7
19	NPO Radio 1	Music & audio	99	5.5	—	4.9	5.7	6.1	7/7
20	Prime Video	Video streaming & TV	93	5.2	—	5.4	4.3	6.0	7/7
21	Holland Casino	Betting & lottery	92	5.2	—	5.7	4.9	5.0	7/7
22	Videoland	Video streaming & TV	92	5.2	—	5.5	4.8	5.2	7/7
23	TOTO	Betting & lottery	89	5.0	—	5.5	4.7	4.8	7/7
24	Tubantia	News & publishing	85	4.8	—	4.2	4.9	5.2	7/7
25	AD	News & publishing	85	4.8	—	4.5	4.5	5.2	7/7
26	De Telegraaf	News & publishing	84	4.7	—	5.6	3.7	4.7	7/7
27	Unibet	Betting & lottery	82	4.6	—	5.4	3.9	4.6	7/7
28	bet365	Betting & lottery	82	4.6	—	5.6	3.7	4.5	7/7
29	GeenStijl	News & publishing	78	4.4	—	6.2	3.4	3.6	7/7
30	BetCity	Betting & lottery	75	4.2	—	4.8	3.8	4.1	7/7
31	De Gelderlander	News & publishing	73	4.1	—	3.5	4.4	4.3	7/7
32	Kansino	Betting & lottery	60	3.4	—	3.6	3.0	3.5	7/7

Telecoms

10 brands. Index 100 is the segment's average Desire of 4.7 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Vodafone	Mobile networks	124	5.8	—	5.9	5.1	6.3	7/7
2	Ziggo	Broadband & pay TV	120	5.6	—	5.8	4.8	6.2	7/7
3	KPN	Mobile networks	119	5.6	—	5.3	4.9	6.6	7/7
4	Odido	Broadband & pay TV	115	5.4	—	5.9	4.5	5.7	7/7
5	Simpel	Mobile networks	98	4.6	—	4.2	4.1	5.4	7/7
6	Lebara	Mobile networks	92	4.3	—	4.2	4.0	4.7	7/7
7	Youfone	Broadband & pay TV	88	4.1	—	4.0	3.5	4.9	7/7
8	hollandsnieuwe	Mobile networks	86	4.0	—	3.6	3.5	4.9	6/7
9	Canal+	Broadband & pay TV	80	3.7	—	3.9	3.5	3.8	5/7
10	Delta	Broadband & pay TV	79	3.7	—	3.4	3.3	4.3	7/7

Automotive

10 brands. Index 100 is the segment's average Desire of 5.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Tesla	Premium & luxury cars	109	6.4	—	7.8	5.6	5.7	7/7
2	Toyota	Mainstream cars	109	6.4	—	5.5	6.2	7.5	7/7
3	Porsche	Premium & luxury cars	108	6.3	—	6.9	6.0	6.0	7/7
4	Volkswagen	Mainstream cars	103	6.0	—	5.7	5.5	6.8	7/7
5	Kia	Mainstream cars	103	6.0	—	6.0	5.5	6.4	7/7
6	BMW	Premium & luxury cars	101	5.9	—	6.1	5.5	6.0	7/7
7	Mercedes-Benz	Premium & luxury cars	100	5.8	—	6.0	5.4	6.0	7/7
8	Audi	Premium & luxury cars	96	5.6	—	5.7	5.2	5.9	7/7
9	Hyundai	Mainstream cars	94	5.5	—	5.4	5.1	6.0	7/7
10	BYD	Mainstream cars	77	4.5	—	5.9	3.6	4.0	6/7

Travel

19 brands. Index 100 is the segment's average Desire of 4.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Airbnb	Hotels & holidays	128	6.2	—	7.2	5.5	5.9	7/7
2	KLM	Airlines	125	6.1	—	6.1	5.6	6.5	7/7
3	Booking.com	Hotels & holidays	121	5.9	—	6.0	4.9	6.7	7/7
4	Center Parcs	Hotels & holidays	117	5.7	—	5.5	5.7	5.8	7/7
5	NS	Transport & ride-hailing	117	5.6	—	5.3	5.0	6.6	7/7
6	TUI	Hotels & holidays	116	5.6	—	5.7	5.1	5.9	7/7
7	Landal GreenParks	Hotels & holidays	113	5.5	—	5.1	5.8	5.5	7/7
8	Eurostar	Transport & ride-hailing	109	5.3	—	5.7	4.9	5.2	7/7
9	9292	Transport & ride-hailing	107	5.2	—	4.7	4.3	6.5	7/7
10	Van der Valk	Hotels & holidays	106	5.1	—	4.8	4.9	5.6	7/7
11	OV-chipkaart	Transport & ride-hailing	95	4.6	—	3.9	3.9	5.9	7/7
12	Transavia	Airlines	94	4.5	—	4.5	4.2	5.0	7/7
13	FlixBus	Transport & ride-hailing	91	4.4	—	5.0	3.6	4.7	7/7
14	Corendon	Hotels & holidays	90	4.4	—	4.7	3.9	4.5	7/7
15	easyJet	Airlines	85	4.1	—	4.3	3.5	4.5	7/7
16	Ryanair	Airlines	84	4.1	—	5.8	2.6	3.9	7/7
17	Prijsvrij	Hotels & holidays	73	3.5	—	3.7	3.0	3.8	7/7
18	D-reizen	Hotels & holidays	71	3.4	—	3.2	3.3	3.8	7/7
19	Pegasus	Airlines	58	2.8	—	3.0	2.4	3.0	7/7

Beauty & personal care

10 brands. Index 100 is the segment's average Desire of 5.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Rituals	Skincare & cosmetics	121	7.0	—	7.0	6.4	7.7	7/7
2	The Ordinary	Skincare & cosmetics	112	6.5	—	7.3	5.7	6.5	7/7
3	MAC	Skincare & cosmetics	109	6.3	—	6.6	6.1	6.3	7/7
4	Dove	Haircare & personal care	106	6.1	—	5.9	6.0	6.6	7/7
5	CeraVe	Skincare & cosmetics	104	6.0	—	5.8	5.3	6.9	7/7
6	La Roche-Posay	Skincare & cosmetics	100	5.8	—	5.8	5.2	6.5	7/7
7	Zwitsal	Haircare & personal care	95	5.5	—	4.9	5.4	6.2	7/7
8	Oral-B	Haircare & personal care	95	5.5	—	5.4	4.5	6.6	7/7
9	Gillette	Haircare & personal care	87	5.0	—	5.1	4.2	5.9	7/7
10	Axe	Haircare & personal care	73	4.3	—	4.6	3.6	4.5	7/7

Home & household

10 brands. Index 100 is the segment's average Desire of 5.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Philips	Home appliances	121	6.1	—	5.9	5.4	7.0	7/7
2	Dyson	Home appliances	117	5.9	—	7.0	4.8	5.9	7/7
3	Bosch	Home appliances	106	5.3	—	4.8	4.6	6.5	7/7
4	Robijn	Household products	102	5.2	—	4.9	4.6	6.0	7/7
5	Siemens	Home appliances	100	5.0	—	4.5	4.5	6.1	7/7
6	Swiffer	Household products	100	5.0	—	5.6	3.8	5.6	7/7
7	Ariel	Household products	100	5.0	—	4.9	4.1	6.0	7/7
8	HG	Household products	92	4.6	—	4.6	3.8	5.4	7/7
9	Neutral	Household products	90	4.5	—	4.0	4.6	5.0	7/7
10	Etna	Home appliances	72	3.6	—	3.2	3.2	4.6	7/7

Health & fitness

10 brands. Index 100 is the segment's average Desire of 4.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Strava	Gyms & fitness	154	7.3	—	7.5	7.1	7.5	7/7
2	Basic-Fit	Gyms & fitness	117	5.6	—	5.5	4.8	6.5	7/7
3	Anytime Fitness	Gyms & fitness	101	4.8	—	4.3	4.8	5.5	7/7
4	Holland & Barrett	Health & medicines	98	4.7	—	4.7	4.4	5.1	7/7
5	Nurofen	Health & medicines	97	4.6	—	4.3	3.8	5.7	7/7
6	CZ	Health & medicines	90	4.3	—	3.7	4.0	5.2	6/7
7	VGZ	Health & medicines	89	4.3	—	3.8	4.0	5.1	7/7
8	TrainMore	Gyms & fitness	88	4.2	—	4.2	4.1	4.3	7/7
9	SportCity	Gyms & fitness	88	4.2	—	3.8	4.2	4.5	7/7
10	Lucovitaal	Health & medicines	78	3.7	—	3.4	3.3	4.5	7/7

Energy

5 brands. Index 100 is the segment's average Desire of 3.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Shell	Energy & fuel	121	4.6	—	5.3	3.2	5.3	7/7
2	Vattenfall	Energy & fuel	108	4.1	—	4.0	3.7	4.6	7/7
3	Essent	Energy & fuel	102	3.9	—	3.6	3.4	4.6	7/7
4	BP	Energy & fuel	87	3.3	—	3.5	2.5	3.9	7/7
5	Esso	Energy & fuel	82	3.1	—	3.0	2.4	3.9	7/7

Method & limitations

Once a month the top 250 brands in each of 25 markets are put to 7 AI models (Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI), the way a survey asks a respondent: first how well the model knows each brand, then how far it agrees with each of the 36 statements of the Havas Science of Desire 2.0, on a 1–7 scale. A model that rates its familiarity with a brand below 3 is left out for that brand. Each statement is the mean of the remaining models' ratings; statements average into fifteen dimensions, dimensions into the three Drivers of Desire, and the drivers into Desire, each out of 10. Each brand's index is its Desire divided by the average Desire of the brands shown in its segment in that market, × 100: 100 is the segment average, 115 is fifteen per cent above it. Change is the move in index points since the market's previous month.

A brand is shown only when at least 4 models knew it well enough to score it, and a segment only when at least 3 brands are shown. Only finished monthly runs are published. These are the AI models' own ratings when asked, not a survey of people and not an endorsement; brands are compared within a segment and market, not across them. See the full methodology.

Where next

This board measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.

Live leaderboards The Category Index The board behind the story — every category ranked: brand visibility, citation share and how often a read page actually gets cited. Refreshed weekly Data story The Category Report How AI shops for Britain: the brands ChatGPT, Claude and Gemini actually recommend across 20 consumer categories, told as an animated story. Refreshed weekly Live leaderboard The GEO Index The websites AI search cites most — every model aggregated, with weekly movers and per-model and per-market editions. Updated hourly Explorer The AI Source Index Dig into which sources each model trusts, filterable by market — compiled into a quarterly report you can download as PowerPoint or PDF. Updated hourly Journal Analysis & articles The data journalism series — weekly citation movers, model vs model, what gets cited and why. Every edition reviewed before it publishes. New articles weekly Reference Methodology How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page. The rules behind it all Start here Insights overview The whole picture in one page: every live board, every data story and every published analysis, with what each one answers. The map of everything