YouGov has released its annual Most Recommended Brands ranking, highlighting the brands most endorsed by their existing customers across 28 global markets.

In Saudi Arabia, Saudia (Saudi Airlines) took the top spot with a score of 91.0, followed closely by Neom and Albaik, both at 88.7.

These rankings highlight the deep loyalty consumers have for homegrown icons like Saudia, Albaik, and Almarai, as well as enthusiasm for mega-projects like Neom and Qiddiya. While local brands dominate the list, the presence of global names like adidas, Hilton, and Nike points to an increasingly global outlook among Saudi consumers.

Top 10 Improvers

Along with the top ten, YouGov also revealed the brands that have made the greatest improvement to their score over the past 12 months. Tang (+8.7) and Kinder Joy (+8.6) lead the list of top improvers, reflecting strong momentum in the FMCG space.

Financial services also show positive movement, with Arab National Bank (ANB) ranking among the top movers. In fashion and retail, H&M (7.6) and REDTAG (7.4) show notable gains, pointing to renewed consumer confidence.

Quick-service food brand Kudu (6.6), and FMCG favorites like Danette (6.6), Coca-Cola Light (6.4), Wrigley’s Extra (6.3), and Pantene (6.2) round out the improvers list.

Global top 10 brands

Globally, Emirates secures the top spot with a score of 88.4, affirming the airline’s global reputation for luxury and reliability. Aviation brands clearly resonate strongly across both global and Saudi markets, reflecting elevated consumer expectations for travel quality and service.

Global leaders in the top ten include automotive stalwarts Toyota, Mercedes-Benz, and BMW (scores: 84.7, 81.8, and 81.4 respectively), showcasing the global trust in performance and engineering. Iconic apparel brands, Levi’s, adidas, and Nike (83.1, 82.5, 82.0), continue to generate high advocacy. Additionally, Nintendo (82.1), Neutrogena (80.8), and trivago (81.0) reflect the diverse appeal of entertainment, personal care, and online travel booking sectors.

Download the full report here.

Methodology:

The YouGov Recommend Rankings 2025 are based on YouGov BrandIndex’s positive Recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague. Top ten ranking is calculated between ​June 1, 2024, and May 31, 2025, using data collected from members of the public in markets around the globe every day, from the flagship YouGov BrandIndex tool. Improvers Ranking shows average data from June 1, 2024- May 31, 2025 compared to June 1, 2023- May 31, 2024.

Every brand’s performance is tracked daily against a range of metrics, and the Recommend ranking measures the percentage of a brand’s customers who would recommend it to a friend or colleague. All brands have been tracked for at least 183 days to be included in the rankings and at least 548 days for improvers. The scores are representative of the general population of adults 18+​. All Recommend scores are rounded to a single decimal place.