Dairy firm Almarai named healthiest brand in Saudi Arabia

Local fast food chain Al Baik also prominent in a top 10 dominated by global tech giants
Dairy firm Almarai named healthiest brand in Saudi Arabia
By Staff writer
Wed 26 Jul 2017 02:42 PM

Dairy producer Almarai has been named as having healthiest brand in Saudi Arabia in a new list published by YouGov.

The only home-grown brands in the Gulf kingdom’s top 10 ranked the highest, led by the Middle East’s largest vertically integrated dairy producer, with fast food chain Al Baik ranked second.

The rest of the top 10 list was consumed largely by technology giants, not least five of which feature in the top 10 globally.

WhatsApp (4), YouTube (5), Apple iPhone (6), Google (7) and Samsung (8) all share their global dominance among Saudi Arabia consumers.

Despite not featuring globally, Apple (3) led the presence of the digital brands in the kingdom with the highest brand health score.

Chocolate favourite Galaxy (9) and airline Emirates (10) rounded out the kingdom’s top 10.

Scott Booth, YouGov’s head of data products in MENA said: “While Saudi Arabia is a renowned leader in adoption of mobile communication platforms, it is actually home-grown, non-technology companies that stand atop the list of the country’s healthiest brands.  

"Both Almarai and Al Baik have succeeded in standing apart in a market where each has substantial regional and global competition. That they surpass dominant global brands in overall brand health emphasizes their power in the kingdom.”

YouGov has also released a list of the brands with the most improved brand health in Saudi Arabia over the past year.

Telecoms brands have had the biggest improvement in the Kingdom with leading Middle East telecoms provider Zain and telecoms equipment provider Huawei snatching the top two spots.

The world’s largest Islamic bank Al Rajhi Bank (3) and online money transfer brand Western Union (4) are also building a positive presence on the consumer radar, YouGov said.
Meanwhile, social media continues to make its mark in the country with Snapchat (5), Facebook (9) and YouTube (10) all taking up three top 10 positions.

Fast food chains KFC (6) and McDonald’s (7) have made more of a lasting impression on Saudi residents improving their brand health in equal measure in recent months, followed very closely by leading home furnisher Home Centre (8).

As for the global list, Google was ranked number one as the world’s healthiest brand. Sister company YouTube and social platform Facebook came in at number two and three respectively.

Other brands included Samsung, WhatsApp, Apple iPhone, Amazon, Toyota, Adidas and Colgate.

YouGov BrandIndex operates in 32 countries across the globe, covering markets in North America, South America, Europe, Africa, Asia and Australasia.

YouGov used the Index score for the list which assesses overall brand health. It takes into account perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.

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