From healthcare to food: Which are the most ‘considered’ brands in the UAE?

The Fast-Moving Consumer Goods (FMCG) sector experienced significant transformation in 2023, driven by sustainability initiatives, digital advancements, and an increased focus on consumer health, says a YouGov report that tracks brands across the segment.

Leveraging these trends, YouGov’s BrandIndex published its 2024 FMCG Rankings, spotlighting the most considered brands across food, beverages, and personal care categories in six key international markets: Saudi Arabia, the UAE, France, Germany, UK, and the US. 

Almarai dominates food and beverage categories in UAE and Saudi Arabia

In the UAE and Saudi Arabia, Almarai emerged as the leading brand in both the food and beverage sectors. 

In the UAE, Almarai scored 56.0 in the food category and 56.7 in the beverage category. 

Similarly, in Saudi Arabia, Almarai achieved a score of 59.9 in food and 47.4 in beverages. This double dominance underscores Almarai’s strong market presence and consumer preference in these regions.

The brand topped the ranking in 2023 as well and had achieved a score of 51.2 in the UAE.

UAE and Saudi Arabia FMCG top scores:

• Food (UAE): Almarai – 56.0
• Food (Saudi Arabia): Almarai – 59.9
• Beverages (UAE): Almarai – 56.7
• Beverages (KSA): Almarai – 47.4

Next up on the food rankings is UAE’s leading dairy and juice brand Al Rawabi, followed by Sadia (score of 34.4 each).

Lay’s (32.1), Kit Kat (32.0), Pringles (30.6), Lurpak (29.6) and Baskin- Robbins (29.0) are other brands to feature in YouGov’s UAE top ten list.

Dettol leads personal care in UAE and KSA

In the personal care sector, Dettol claimed the top spot in both the UAE and Saudi Arabia. 

Dettol’s Consideration score was 39.0 in the UAE and 38.4 in Saudi Arabia. 

Dove followed closely in both regions, securing the second position. This performance highlights Dettol’s strong brand equity and consumer trust, especially in hygiene products, explains the YouGov report.

Top Personal Care Brands:

• Personal Care (UAE): Dettol – 39.0, Dove – 33.9
• Personal Care (KSA): Dettol – 38.4, Dove – 32.8

Comprehensive rankings across markets

While Almarai and Dettol lead in the UAE and Saudi markets, the YouGov 2024 FMCG Rankings report provides insights into a broad spectrum of brands making an impact across the six evaluated markets. 

Other notable personal care brands in UAE:

• Nivea: 30.3
• Colgate: 28.9
• Vaseline: 25.7

Methodology behind the rankings

YouGov said its rankings are derived from daily tracking of FMCG brands via the YouGov BrandIndex. The Consideration score, used to rank these brands, reflects consumer purchase intent and preference. 

Data for these rankings was collected between April 1, 2023, and March 31, 2024. 

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