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YouGov reveals FMCG/CPG brand rankings 2021 in UAE, KSA and Egypt

YouGov’s FMCG/CPG Rankings 2021 reveal Dettol, Oreo and Almarai as top brands in the UAE, while Dettol, Galaxy, Almarai and Nadec top the rankings in Saudi Arabia, the top brands in Egypt are Dettol, Galaxy, Nescafe and Juhayna.

YouGov’s FMCG/CPG Rankings 2021 reveal Dettol, Oreo and Almarai are the FMCG brands that enjoy the best brand health among UAE residents.

The FMCG rankings in UAE are divided into six sub-categories: Personal Care, Home care, Snacks, Beverages, Dairy and Food Pantry. Each category features the top ten brands that have the best brand health among the residents of the country.

The rankings are compiled using the YouGov BrandIndex Index score, a measure of overall brand health calculated by taking the average of the net Impression, Quality, Value, Satisfaction, Recommend and Reputation scores collected from a nationally representative sample between 1st August 2020 and 31st July 2021.

Personal Care

Dettol leads the Personal Care rankings in UAE with an Index score of +39.3. The world’s leading personal hygiene brand had a strong year amidst the pandemic strengthening its position among residents of the country.

Popular oral health and toothpaste brands Colgate, Sensodyne, Oral B and Close Up occupy the third (29.6), fifth (25.4), eighth (20.5) and ninth (20.4) place respectively.

Dove (33.4), Nivea (29.4), Vaseline (24.8), Head & Shoulders (23.3) and Lifebuoy (19.2) are other brands that complete UAE’s top 10 rankings for the Personal Care category.

 

Home Care

In the ‘Home Care’ category, Dettol (44.4) emerges at the top, followed by Ariel in second (35.5), Downy in third (28.8) and Tide in the fourth (28.0) place.

Dishwashing brand Fairy appears in fifth (27.0), while fabric softener brand Comfort takes the sixth (26.4) place.

Clorox (26.2) and Persil (20.0) along with the local brands Fine (19.9) and Alokozay (19.8) complete the UAE top ten for the Home Care category. 

Snacks

The ‘Snacks’ category in UAE is topped by Oreo, leading with a score of +36.1. Another American brand Baskin-Robbins takes the second (35.7) place, followed by Kit Kat in third (29.9).

The top ten list has a mix of ice-cream brands like Baskin-Robbins in second (35.7) and London Dairy appearing in sixth (27.9), Chocolate brands such as Kit Kat in third (29.9), Galaxy in fifth (28.2) and Ferrero Rocher in tenth (25.6), and popular potato chips brands: Pringles and Lays, in seventh (27.7) and eighth (26.8).

Finally, Nestle and Nutella complete the list in fourth (28.9) and ninth (25.7), respectively.

Beverages

When it comes to the category of ‘Beverages’, the Saudi multinational dairy and juices brand Almarai takes the top place with an Index score of 42.7.

Homegrown brands feature prominently in the top 10 along with global brands. Al Ain, Masafi, Mai Dubai, Al Rawabi and Lacnor all occupy a spot in the top 10 rankings, highlighting the strong perceptions of local brands with UAE residents.

World-famous soft drink brands Coca-Cola, 7Up and Pepsi also take a spot each- in fifth (28.6), seventh (27.2) and eighth (25.5) respectively.  Lipton Green tea rounds up the top 10 Beverages ranking for UAE, placing in tenth (22.5).

Dairy

Within the ‘Dairy’ category, Almarai takes the top spot and emerges as the brand in UAE that performs best on brand health with an Index score of +50.9.

Following Almarai, UAE’s leading homegrown dairy brands make the top four in this year’s list. Al Rawabi is in second (34.1), Rainbow in third (25.2) and Nido in fourth (21.3).

Popular international brands also featured in the rankings, namely, American brand Kraft in fifth (20.7), followed by Anchor, Puck, Kiri in sixth (19.2), seventh (19.1) and eighth (15.3) place respectively.

Finally, Coffee-Mate (15.2) and Philadelphia (13.5) complete the top ten list for this category.

Food Pantry

The strong brand health perceptions for Almarai carry into the food pantry category (Index score of 49.1) in UAE and has it leading this category as well. The brand that offers a diverse mix of products seems to be performing well in terms of brand health among UAE residents, across categories.

Danish brand Lurpak is in second place (32.2), followed by Sadia and Heinz in third (27.0) and fourth (26.2).

Next to feature in the top ten list are Maggie (25.9), Knorr (22.4), Americana (20.6), Anchor (19.3), American Garden (19.1) and Noor Oil (17.1).

In the Kingdom of Saudi Arabia, YouGov’s FMCG/CPG Rankings 2021 reveal Dettol, Galaxy, Almarai and Nadec are the FMCG brands that enjoy the best brand health among residents.

The FMCG rankings in KSA are divided into six sub-categories: Personal Care, Snacks, Beverages, Dairy, Food Pantry and Home care. Each category features the top ten brands that have the best brand health among the residents of the country.

The rankings are compiled using YouGov BrandIndex Index score, a measure of overall brand health calculated by taking the average of the net Impression, Quality, Value, Satisfaction, Recommend and Reputation scores collected from a nationally representative sample between 1st August 2020 and 31st July 2021.

Personal Care

With the pandemic putting a focus on health and hygiene, it is not surprising to see leading hygiene brand Dettol (39.2) emerging as the healthiest brand among KSA residents in the Personal Care category.

Dove, Nivea and Sensodyne follow in second (29.6), third (25.9) and fourth (25.3) spot in the list.

Baby care brands like Johnson’s and Pampers also featured in the list, in sixth (21.1) and tenth (16.5), respectively.

Other brands making an appearance in the list are Lux in fifth (21.2), Lifebuoy in seventh (19.8), Head & Shoulders in eighth (19.7) and Signal in ninth (16.6).

Home Care

In the ‘Home Care’ category, hygiene brand Dettol emerges on the top with an Index score of 43.2. Fairy, Clorox and Tide take the second (36.2), third (34.0) and fourth spot (32.0) respectively.

Global detergent brand Ariel appears in fifth (28.0) while local brand Fine lands in sixth (26.0).

The rest of the list features Kleenex in seventh (24.3), Downy in eighth (22.8), Comfort in ninth (19.3) and Persil in tenth (16.7).

 

Snacks

Within the ‘Snacks’ category chocolate brand Galaxy takes the top spot in KSA rankings with an Index score of +37.7. Kit Kat takes second place (31.0), followed by Oreo in third (30.7).

The top 10 rankings under the Snacks category is dominated by chocolate brands made by Mars Inc., Mondalez International and Nestle and Ferrero.

Along with Galaxy, popular assorted chocolates Galaxy Jewels also features in the list, in sixth (27.0).

Snickers, Twix and Kinder are other featured brands, placed in fourth (28.3), ninth (24.7) and tenth (23.7) respectively.

Apart from these, Turkish brand Ülker lands in fifth place, followed by Baskin-Robbins in seventh (26.1) and Nutella in eighth (26.1).

Beverages

In the Beverages category, the Saudi multinational dairy and Juices company, Almarai emerged as the brand leading in terms of brand health with an Index score of 49.6.

The top 10 list for beverages in Saudi Arabia prominently features homegrown brands, highlighting the popularity of local brands in the kingdom. Following Almarai, Nadec takes a place in third (28.4), followed by Rabea Tea, Nova and Al Rabie, in the fifth (22.4), sixth (22.3) and seventh (22.0) position, respectively.

Global soft drink giants 7Up, Pepsi and Coca-Cola also occupy a spot in the rankings- in second (29.1), fourth (24.2) and ninth (19.2), respectively.

Non-alcoholic malt beverage brand Moussy is in eight (19.8) and Lipton- Yellow label Black Tea completes KSA’s top ten list, securing the tenth (19.0) position.

Dairy

When it comes to the ‘Dairy’ category, Saudi’s much-loved brand Almarai (52.0), again leads the KSA rankings. Once again we see the dominance of homegrown brands within this category. Along with Almarai, the rankings feature Saudia/Sadafco (36.0), Nadec (26.8), Al Saifi (22.2) and Nido (19.6) in the top five, and Al Rabie (13.9) in tenth.

Popular cheese brands Kiri and Puck are at sixth (18.0) and seventh (17.2) place in the list, followed by Kraft in eight (15.9) and Rainbow in ninth (14.7).

Food Pantry:

The ‘Food pantry’ category features Saudi’s indigenous brands Nadec and Afia at the first (31.8) and the second place (30.6) respectively.

Next on the list is Americana placed in third (23.9) and California Garden in fourth (22.1).

Al Walimah, famous for its Basmati rice takes the fifth (21.5) spot, followed by Danish butter brand Lurpak in sixth (21.5) and Almarai’s bakery brand L’usine in seventh (21.4).

Maggie, Betty Crocker and Sadia are other brands that enjoy the best brand health among KSA residents, appearing in the eighth (19.3), ninth (17.6) and tenth (17.1) place, respectively.

YouGov’s FMCG/CPG Rankings 2021  for Egypt reveal Dettol, Galaxy, Nescafe and Juhayna are the FMCG brands that enjoy the best brand health among the residents.

The FMCG rankings in Egypt are divided into five sub-categories: Personal Care, Home care, Snacks, Beverages and Food Pantry. Each category ranking features the top ten brands that have the best brand health among the residents of the country.

The rankings are compiled using YouGov BrandIndex Index score, a measure of overall brand health calculated by taking the average of the net Impression, Quality, Value, Satisfaction, Recommend and Reputation scores collected from an online nationally representative sample between 1st August 2020 to 31st July 2021.

Personal Care

COVID-19 boosted the demand for health and hygiene products as people started realising the importance of personal hygiene. This also reflects in the FMCG rankings for Egypt, where leading hygiene brand Dettol (35.0) took first place and emerged as the healthiest brand in the ‘Personal Care’ category.

Oral health brands Sensodyne, Signal and Close Up also appear in the list in second (28.6), fourth (23.6) and tenth (16.8) respectively.

Dove is placed in third (23.8), Johnson’s in fifth (22.3), while its sub-brand Johnson’s Baby is in sixth place (18.6).

Head & Shoulders, Lux and Rexona complete the top ten in Egypt, appearing in the sixth (18.3), eighth (17.7) and ninth (17.1) place respectively.

 

Home Care

In the ‘Home Care’ category, hygiene brand Dettol again emerges at the top of Egypt rankings, with an Index score of 44.0.

Ariel is in second on the list (31.5), followed by Persil, Pril and Clorox in third (31.1), fourth (26.5) and fifth (26.4) respectively.

Downy appears in sixth (25.1) and the famous stain remover brand Vanish lands in seventh (20.8).

Other brands completing the top ten list for ‘Home Care’ category are Fairy (18.3), Harpic (14.2) and Tide (12.0).

 

Snacks

Within the ‘Snacks’ category chocolate brand Galaxy leads the Egypt rankings with an Index score of +42.8. The packaged snacking food brand Molto takes the second (34.4) place, followed by Nutella in third (32.5).

Along with Galaxy, other chocolate brands like Kit Kat, Cadbury and Mandolin also feature in the list in fourth (31.8), fifth (31.3) and tenth (23.1) respectively.

American biscuits & cookie brand Oreo is sixth (30.1) in the rankings, followed by PepsiCo’s snacking brand Sunbite in seventh (27.4).

The rest of the list features Chipsy in eight (25.6) and Bake Rolz in ninth (24.7).

Beverages

In the Beverages category, global coffee brand Nescafe emerged as the healthiest brand with an Index score of 34.4. Almarai came in the second (33.8) place, followed by American beverage brand Schweppes in the third (33.5).

Middle East’s beverage brands Fayruoz, Juhayna Juices and Rani take the fourth (33.1), eighth (23.9) and ninth place (22.9) respectively. On the other hand, international soft drink brands Pepsi and 7 Up land in fifth (32.6) and seventh (24.5), respectively.

The top ten list also includes popular tea brands, Lipton- Yellow Label Black Tea placed in sixth (27.9) and its green tea variant- Lipton Green tea in tenth (20.7).

Food Pantry

The ‘Food pantry’ category is topped by Egypt’s indigenous brand Juhayna (34.0), followed by El Rashidi El Mizan (32.1) in second with Saudi brands Halwani in third (23.8) and AFIA (23.1) in the fourth place.

Gulf region’s famous food manufacturer Atyab takes fifth position (21.0).

Other brands making an appearance in the list are Heinz in sixth (21.0), Vitrac in seventh (20.6), Bake Rolz in eighth (18.4), El Doha in ninth (16.7) and finally Americana in tenth (14.1).

Methodology:   

The brands in YouGov FMCG/CPG Rankings were ranked based on their Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.

The rankings chart shows the brands with the highest average index score between August 1st 2020 until July 31st 2021. The scores are representative of the general population of adults 18+ (some are online representative).

All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings.

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