Worldpanel: Almarai leads as local brands dominate Saudi FMCG choices.
Almarai is again the brand Saudi households choose most often, according to Worldpanel by Numerator's Brand Footprint 2026 ranking. Local and regional brands account for 73% of Consumer Reach Points among the country's top FMCG brands.
Dairy brands dominate the ranking. Nadec, Al Safi, L'usine and Nada complete the top five, with Nada up one place. The standout riser is Kinza, a Saudi beverage brand, which climbed four places to 13th overall and kept fourth place in beverages. Its Consumer Reach Points rose 32% to 43 million and its household penetration grew 8.6 points to 61.9%, the largest gain among the top 100 brands. Worldpanel also names it the leading recruiter of new shoppers among the top 50.
Consumer Reach Points count how often households choose a brand, combining household penetration, population and purchase frequency. The data covers total FMCG over the 12 months to October 2025. Saudi households made 4.35 billion brand choices in that period, and while FMCG spending dipped 0.5%, the number of households grew 2.9%. This is the ranking's 14th edition, published on 29 July 2026. Worldpanel shares the full ranking and the category leaders only through its local experts.
Worldpanel's UAE edition, published two days earlier, tells a similar story. Al Rawabi stays first, ahead of Almarai, Al Ain Farms, Marmum and L'usine, and local and regional brands take 67% of Consumer Reach Points among the top 250. UAE households made 968 million brand choices, FMCG spending rose 3.4% and the number of households 3.3%. Hayatna climbed five places to seventh after a 58% rise in its reach points.
Alan Roy, Worldpanel's general manager for the Middle East, says building penetration "remains the most effective path to long-term growth". For FMCG marketers in both markets, that points budgets towards distribution, trial and recruiting new households rather than loyalty alone, and Kinza shows how a "Made in Saudi" position can help.
Why it matters
Saudi shoppers mostly choose local FMCG brands, and the fastest growers are winning new households, not just selling more to existing buyers, a lesson for global brands up against homegrown rivals.
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