February 22nd, 2023, Bhawna Singh
YouGov’s FMCG Rankings 2023 reveal that Almarai and Dettol are the most considered FMCG brands among Saudi residents across food, beverage, and personal care.
The rankings are based on YouGov BrandIndex’s 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.
Food
In Saudi Arabia, the food rankings were topped by Almarai (dairy), closely followed by Almarai (food pantry), with a Consideration score of 50.7 and 48.6, respectively.
Next up on the rankings were chocolate brand Galaxy (37.9), followed by Saudi Arabia’s leading food manufacturer, seller, and distributor SADAFCO (36.6) and Nadec (32.5).
Nestle’s Kit Kat and Cadbury’s Oreo took the sixth (31.7) and eighth (31.0) spot, respectively.
Apart from the top rankers, other domestic brands that made an appearance in the top ten list were Afia (31.3), Ulker (30.7) and Nadec (dairy)- 30.0.
Personal Care
As for the personal care rankings, Dettol topped the list (with a score of 35.6), followed by Dove (30.4), and Nivea (26.7).
Unilever brands made a strong showing in the rankings. Along with Dove, Lux (22.1), Lifebuoy (17.5), Signal (19.5) and Closeup (16.6) also featured in the list.
Sensodyne was ranked in fifth (22.1), followed by Head & Shoulders (19.7). Johnson and Johnson was the next most-considered in eighth place (18.4).
Beverages
Almarai topped the rankings yet again within the category of ‘Beverages’, registering a Consideration score of 47.7. Following the Saudi giant were Pepsi (35.3) and 7Up (34.4) from the house of PepsiCo. Another one from the umbrella was Mirinda, ranked in seventh (22.2).
The first regional brand to feature on the list was MENA’s leading food processing company Nadec, coming in fourth (with a score of 28.9), followed by American multinational beverage brand Coca-Cola (27.9).
Along with Almarai, many other local beverage brands appeared in the list, such as juice brand Al Rabie (23.8), drinking water brand Nova (22.1), Rabea tea (21.0) and non-alcoholic malt beverage Moussy (20.8).
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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.