The UAE’s fast-moving consumer goods (FMCG) market continued its upward trend over the past year, with consumer spending increasing by 3.4 percent as households made nearly one billion brand purchases, according to the latest Worldpanel by Numerator Brand Footprint 2026 report.
The study found that UAE consumers made 968 million brand choices during the year, reflecting steady demand across the country’s retail sector. Researchers said the market’s growth was driven mainly by brands reaching new households rather than encouraging existing customers to buy more frequently.
The report ranks brands using Consumer Reach Points (CRPs), a metric that measures how often consumers choose a brand by combining household penetration, population size and purchase frequency.
The UAE’s expanding population also played a significant role in the sector’s performance. The report noted that the household base increased by 3.3 percent over the year, creating new opportunities for brands competing in one of the Middle East’s most dynamic consumer markets.
Al Rawabi retained its position as the UAE’s most chosen FMCG brand. It was followed by Almarai, Al Ain Farm and Marmum, while L’Usine entered the top five after moving up one place in the rankings.
The findings highlighted the continued strength of domestic and regional brands despite strong competition from international companies. Local and regional brands accounted for 67 percent of total Consumer Reach Points among the UAE’s top 250 FMCG brands, reflecting their ability to maintain a strong connection with consumers.
Alan Roy, General Manager Middle East at Worldpanel by Numerator, said the rankings showed the UAE remained one of the region’s most competitive consumer markets.
He said leading brands continued to strengthen their positions while emerging competitors were also expanding by becoming relevant to a wider range of households.
According to the report, household penetration remained the biggest driver of brand growth. The most successful companies attracted new buyers by expanding their reach across the country, with some also benefiting from higher purchase frequency among existing customers.
Researchers said this trend reflects the UAE’s changing demographic landscape, where population growth, high mobility and a multicultural consumer base continue to influence shopping behaviour. Brands that improve product availability and visibility across more households are achieving stronger results than those relying primarily on repeat purchases.
Among the fastest-growing brands, Hayatna climbed five places to become the seventh most chosen FMCG brand in the UAE. The company recorded a 58 percent increase in Consumer Reach Points, supported by a significant rise in household penetration.
Global soft drink brand Sprite also posted one of the strongest gains, rising 19 places in the rankings. The report said the improvement was driven by both a larger customer base and more frequent purchases.
The study concluded that opportunities remain available for both established market leaders and emerging brands as the UAE’s consumer market continues to expand. With shoppers choosing from an increasingly diverse range of local, regional and international products, brands that successfully attract new households are expected to remain well positioned for future growth.
