UAE & KSA brands with the biggest Word of Mouth surge: January 2025

In YouGov's monthly spotlight, we're showcasing the 10 brands that have achieved notable increases in Word of Mouth (WOM) metrics among UAE and KSA residents.

The data is taken from YouGov BrandIndex, a syndicated brand tracker which continuously collects data on thousands of brands around the globe every day.

In today’s digital world, a brand’s influence is measured by how much it’s talked about. People trust personal recommendations over ads, making word of mouth key to building loyalty and staying competitive. In this month’s feature, we have compared the performance of hundreds of brands in the UAE and KSA from 1^st to 31^st January 2025 to investigate which brands have shown improvement in their WOM scores.

According to the data, ADNOC has claimed the top spot in the UAE with a change in WOM scores of 6.9. KFC, Almarai, Samsung and Dubai Police are the next four brands with positive movement in WOM scores.

Top 10 brands with the biggest Word of Mouth surge: UAE (January 2025)

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In KSA, Saudia (Saudi Airlines) has claimed the top spot. The brand has a change in WOM scores of 8.1. Almarai, Dior, Sensodyne and Sprite are the next four brands with positive movement in WOM scores.

Top 10 brands with the biggest Word of Mouth surge: KSA (January 2025)

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Methodology:

The brands with the biggest Word of Mouth surge highlights top ten brands that experienced the highest increase in Word of Mouth exposure scores in the UAE and KSA every month. The scores are based on responses to the question: ‘Which of the following brands have you talked about with friends and family in the past two weeks (whether in-person, online, or through social media)?’ The data was collected from surveys of adults aged 18 years and above residing in the UAE and KSA between 1^st to 31^st January 2025. Word of Mouth scores were calculated using a four-week moving average, and the change in scores for each brand was determined by comparing the highest and lowest scoring days within that period.