Consumer perceptions across the Gulf continue to evolve rapidly, shaped by new product launches, competitive pricing, digital engagement, and shifts in customer expectations.
In such a dynamic environment, understanding which brands are strengthening their position and why it offers valuable insight into broader market behavior.
One way to track these changes is through YouGov’s “Biggest Brand Movers,” a monthly analysis that identifies companies showing the greatest improvement in how consumers perceive them.
The ranking is based on YouGov BrandIndex, a daily consumer perception tracker that measures thousands of brands worldwide.
Each brand is evaluated across 13 key metrics each month such as media and communication, brand health, purchase funnel etc….By comparing performance between September and October 2025, the October edition highlights the brands that made the most significant progress across multiple indicators.
UAE: Western Union Leads a Diverse Group of Rising Brands
In the UAE, Western Union secured the top spot after registering improvements across 8 of the 13 monitored metrics. The brand’s rise suggests heightened relevance among consumers during this period, possibly linked to shifts in value, reputation and satisfaction.
Following Western Union, Noon One, Talabat, Nutella, and Max Fashion also showed broad positive movement. These brands represent a mix of e-commerce, food and beverage, and fashion, indicating that consumer sentiment gains are not limited to a single sector.
Top 10 Brand Movers – UAE
- Western Union
- Noon One
- Talabat
- Nutella
- Max Fashion
- Fanta
- TikTok
- Atlantis The Palm, Dubai
- Global Village
- Sprite
KSA: Mobily Shows Strong, Broad-Based Improvement
In Saudi Arabia, Mobily stands out with one of the strongest performances, improving across 11 of the 13 BrandIndex metrics. Such broad gains often signal increased consumer engagement, stronger brand communication, or improved customer experience.
Zain, Riyad Bank, Sony, and flynas occupy the next four positions, each demonstrating improvements across several indicators. The diversity of sectors represented, from telecommunications and finance to electronics and aviation, highlights how different industries are adapting to shifting expectations in the Saudi market.
Top 10 Brand Movers – KSA
- Mobily
- Zain
- Riyad Bank
- Sony
- flynas
- Al Hokair
- Mars
- Bank Al Jazira
- Skechers
- Ariel
What These Movements Suggest
While each brand’s rise is driven by its own mix of factors, from new campaigns or customer experience improvements, the overall picture points to a consumer landscape that is becoming more selective and more digitally driven.
Brands that deliver convenience, personalization, and consistent value appear to be gaining ground. At the same time, entertainment, retail, food and beverage, and financial services continue to play central roles in shaping consumer sentiment in both KSA and the UAE.
As markets head toward the end of the year, these shifts may provide early signals of where consumer loyalty, expectations, and purchasing behavior are moving next.
