Worldpanel by Numerator Finds Saudi Consumers Continue to Favour Local Brands

Brand Footprint 2026 reveals Almarai remains Saudi Arabia’s most chosen FMCG brand, while Kinza stands out as one of the country’s fastest-growing FMCG success stories.

RIYADH, Saudi Arabia--(BUSINESS WIRE)--Saudi consumers demonstrate a strong preference for homegrown brands, with local and regional names accounting for 73% of all Consumer Reach Points (CRPs) among the country's top FMCG brands, according to the latest Brand Footprint 2026 report from Worldpanel by Numerator.

The annual ranking measures the brands consumers choose most often by tracking Consumer Reach Points (CRPs) – a metric combining household penetration, population and purchase frequency to capture every time a shopper selects a brand. The report provides the definitive measure of brand strength in Saudi Arabia's fast-moving consumer goods sector (FMCG).

The findings show that Saudi households made 4.35 billion FMCG brand choices during the year. While overall FMCG spending softened slightly (-0.5%), household numbers continued to grow (+2.9%), creating opportunities for brands capable of attracting new shoppers.

"Saudi Arabia's FMCG landscape continues to evolve as shoppers balance trusted household names with a growing appetite for strong local brands," said Alan Roy, General Manager at Worldpanel by Numerator Middle East. "The brands delivering the strongest growth are those successfully expanding their shopper base. Building penetration remains the most effective path to long-term growth."

Saudi's favourite FMCG brands

The overall FMCG ranking continues to be dominated by dairy brands, with Almarai retaining the number one position, followed by Nadec, Al Safi, L'usine, and Nada, which climbed one place to enter this year's Top Five.

Kinza stands out as one of Saudi Arabia's biggest growth stories

Among this year's strongest performers, Kinza delivered one of the most notable success stories.

The Saudi beverage brand climbed four places to rank 13th in the overall FMCG ranking while retaining the 4th position in the beverages category. Kinza generated 43 million Consumer Reach Points, increased its CRPs by 32% year-on-year, and achieved 61.9% household penetration, recording the largest penetration gain among the Top 100 FMCG brands with an increase of 8.6 percentage points.

Kinza's growth reflects several trends shaping Saudi consumers' purchasing decisions. Positioned as a proudly Made in Saudi brand, it has benefited from increasing consumer support for ‘Saudi Made’ products while offering a broad flavour portfolio that extends well beyond traditional cola. Combined with strong nationwide distribution and a compelling value proposition, the brand has successfully expanded its reach across Saudi households.

The 14 edition of the report also identifies Kinza as the leading shopper recruiter among the country's Top 50 FMCG brands, reinforcing its ability to attract new consumers in an increasingly competitive marketplace.

Source: Brand Footprint 2026 Edition – Worldpanel by Numerator, Consumer Reach Point (CRPs) | Total FMCG | 12 months ending October 2025 | Total Saudi Arabia Most Chosen Brands