Almarai increased the price of milk in the past year, which generated substantial resentment among consumers. They took to social media to call for boycotts of the brand. Almarai’s perception among women in KSA declined subsequently, pulling it down from 1st to 5th place this year.
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| Source: YouGov. 2019 Women's Choice Rankings for KSA: top 10. |
The rankings were compiled using the Impression score from YouGov’s daily brand tracker, BrandIndex, asking respondents the question “Which of the following brands do you generally have a positive/negative feeling about?” over the past 12 months.
Apple’s smartphone brand, iPhone, is now in 2nd place.
Fast food restaurant chain Al Baik climbed from 7th in last year's YouGov BrandIndex Women's Rankings to 3rd this year.
Dettol has moved up to 6th from 8th last year while Fairy and Alrajhi Bank are new entrants at 8th and 9th respectively. Galaxy (the chocolate brand) made a re-entry into the list at 10th. It had dropped out last year.
Technology brands did not do well. Both WhatsApp and YouTube saw a decline in their rankings, slipping down to 4th and 7th respectively in 2019.
YouGov also revealed the 10 brands that made the largest improvement to their Impression scores over the past 12 months. Telco mada is the most improved brand of the past year among women with a change in score of +11.5, going from an Impression score of 23.2 in last year's YouGov BrandIndex Women's Rankings to 34.7 this year.
Food and beverage brands seem to be resonating well with women in LKSA. Some of the top brands such as Maestro Pizza (+8.7), Coca-Cola (+8.2), Pepsi (+7.4), Kinder (+7.0) and Tasali (+5.9) are in the list of the top 10 improvers.
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| Source: YouGov. 2019 Women's Choice Rankings for KSA. The brands that improved the most year on year. |
Chinese tech giant Huawei is also becoming popular amongst women and has shown a marked improvement in its score (+7.9), becoming the fourth best improver of 2019.
*The 501 brands in KSA in the YouGov BrandIndex were ranked using the Impression score, which asks respondents, “Overall, of which of the following brands do you have Positive/Negative impression?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand.
The Women’s Rankings chart shows the brands with the highest average Impression scores between February 1, 2018 and January 31, 2019. The Impression Improvers chart ranks the brands with the highest increase in Impression comparing the scores for the 12 months ending January 31, 2019 and the 12-month period ending January 31, 2018. To be included, the year-over-year variance must be positive. Scores are representative amongst women.
All Impression scores listed have been rounded to a single decimal place; however, YouGov also used additional precision to assign ranks.
All brands had to be tracked for at least six months to be included in the rankings. They had to be tracked for at least six months in the prior year’s period (as well as be currently tracked) to appear in the movers' tables.
