February 22nd, 2023, Bhawna Singh
YouGov’s FMCG Rankings 2023 reveal Almarai and Dettol are the most considered FMCG brands among UAE residents across Food, Beverages, and Personal Care.
YouGov’s FMCG Rankings 2023 are based on YouGov BrandIndex’s Consideration score, which is a measure of likelihood of purchase from the category. The rankings show the brands with the highest Consideration score between January 1st 2022 and December 31st, 2022.
Personal Care
Withing the Personal Care category, Dettol leads the rankings in UAE with a Consideration score of 36.8. Dove took the second place (with a score of 31.5), followed by Colgate (28.7), Nivea (28.2) and Sensodyne (22.7).
P&G brands such as Head & Shoulders (21.8) and Oral-B (19.5) also featured in the list, as did Unilever brands Vaseline and Lux, placed in sixth (22.7) and tenth (18.1), respectively. Himalaya was the only local brand to appear in the top ten list, ranked in eighth (19.5).
Food
Within the ‘Food’ category, Almarai emerged as a clear winner. The first and second ranks were taken by Almarai (dairy) and Almarai (food pantry), with a Consideration score of 51.2 and 50.8, respectively.
Next up on the food rankings were Oreo (with a score of 37.1) and Brazilian food brand Sadia (34.6), followed by UAE’s homegrown dairy brand Al Rawabi (34.6). Popular American snacking brands such as Lay’s (31.2) and Pringles (30.4) also featured in the list, along with popular ice-cream brand Baskin-Robbins (31.2).
Other international brands that fared well within this category were Swiss instant noodle brand- Maggi (33.6) and Danish brand of butter- Lurpak (31.9).
Beverages
Almarai topped the rankings yet again within the category of ‘Beverages’, registering a Consideration score of 43.0. The first domestic brand to feature on the list was UAE’s leading bottled water brand Al Ain, coming in second (with a score of 35.1), followed by American multinational beverage brand Coca Cola in third (33.4).
Many other domestic brands made up the top ten list in UAE, namely, Mai Dubai (32.3), Masafi (29.7) and Al Rawabi (27.8), highlighting the strong perceptions of local brands amongst UAE residents.
Coca Cola’s lime-flavoured soft drink Sprite took the ninth spot (27.0).
Finally, Pepsi, 7Up and Mountain Dew- from the house of PepsiCo, completed the rankings in fifth (30.7), sixth (30.5) and tenth (23.9), respectively.
Want to know the top ranked brands n other markets? Download the full report here.
Methodology:
YouGov publishes brand rankings yearly based on the data from always-on brand tracker, YouGov BrandIndex. FMCG brands are tracked daily around the world, enabling us to consistently and accurately measure consumer attitudes towards those brands.
The brands in YouGov’s FMCG rankings 2023 were ranked based on Consideration score, which is a measure of likelihood of purchase from the category. The top ranked rankings show the brands with the highest Consideration score between January 1st 2022 and December 31st 2022. To determine the improvers rankings, brands have been sorted by change in consideration score (highest to lowest between the time range of 2022 vs 2021).
The scores are representative of the general population of adults 18+ (some are online representative) except for India which is national urban representation. For all markets, a minimum base size of 100 is mandatory for conclusive results.
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands included in YouGov’s FMCG top ranked rankings have been tracked for a minimum of 6 months, and all brands included in YouGov’s FMCG improvers rankings have been tracked for a minimum of 18 months.