YouGov reveals top brands in Saudi Arabia, UAE and Egypt

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Dairy products produced by Almarai at a grocery store in Riyadh, Saudi Arabia, June 2, 2016. (Reuters)
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Updated 22 September 2020
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YouGov reveals top brands in Saudi Arabia, UAE and Egypt

  • The report finds that Emirates, Almarai and Carrefour are the brands with the most loyal customers in the UAE, Saudi Arabia and Egypt, respectively
  • In Saudi Arabia, Emirates has emerged as the biggest mover within the top 10 brands, at seventh place, up from 15th last year

DUBAI: YouGov BrandIndex, which measures the public’s perception of brands on a daily basis across a range of metrics, has released its 2020 Customer Loyalty rankings.

The report finds that Emirates, Almarai and Carrefour are the brands with the most loyal customers in the UAE, Saudi Arabia and Egypt, respectively. 

In the UAE’s top 10, the biggest movers were Lurpak — at 10th, up from 15th last year — and Dettol, which rose from 10th to sixth this year.

Despite the flight restrictions in place, loyalty toward leading carrier brands has remained strong in the UAE and Saudi Arabia. After Emirates at first position, Etihad appeared in the UAE rankings at fifth.

In Saudi Arabia, Emirates has emerged as the biggest mover within the top 10 brands, at seventh place, up from 15th last year. Saudia’s strong loyalty among Saudi customers landed it second place in the 2020 rankings.

Popular handset brand iPhone makes an appearance in the rankings of all three countries. In the UAE, Saudi Arabia and Egypt, customer loyalty toward the brand remains strong, not showing change in reconsideration rates despite its status as a luxury item amid a tough economic climate.

YouGov BrandIndex has also released the 10 “most improved” brands of the past year — those that have registered the largest rise in their loyalty score.

Majid Al-Futtaim is the “most improved” brand of the past year in the UAE, with a rise of 9.6 points.

It also makes an appearance in the improvers’ lists of Egypt and Saudi Arabia, as the third and sixth most improved brand, respectively. 

In Saudi Arabia, Al-Raya is the “most improved” brand of the past year, with a rise of 7.7 points. In Egypt, Jumia.com reigns as the most improved brand, up 12.5 points.

Consumer brands dominate the list of improvers this year, highlighting the role of familiar fast-moving consumer goods (FMCG) power brands in maintaining comfort through periods of prolonged lockdown and social distancing.

Mirinda, Fanta and Cheetos make an appearance in the UAE list. Egypt sees the presence of Tiger (up 6.6 points), KFC (up 5.7), Mountain Dew (up 5.7), Maggi (up 5.6), Heinz (up 5.5) and Juhayna (up 5.2) within the top 10 improvers.


Pioneering Asharq Al-Awsat journalist Mohammed al-Shafei dies at 74

Updated 08 January 2026
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Pioneering Asharq Al-Awsat journalist Mohammed al-Shafei dies at 74

  • Egyptian was known for his fearless coverage of terrorist, extremist groups
  • One of handful of reporters to interview Taliban leader Mullah Omar in 1970s

LONDON: Mohammed al-Shafei, one of Asharq Al-Awsat’s most prominent journalists, has died at the age of 74 after a 40-year career tackling some of the region’s thorniest issues.

Born in Egypt in 1951, al-Shafei earned a bachelor’s degree from Cairo University in 1974 before moving to the UK, where he studied journalism and translation at the University of Westminster and the School of Oriental and African Studies.

He began his journalism career at London-based Arabic papers Al-Muslimoon and Al-Arab — both of which are published by Saudi Research & Publishing Co. which also owns Arab News — before joining Al-Zahira after Iraq’s 1990 invasion of Kuwait.

Al-Shafei joined Asharq Al-Awsat in 1991 and spent 15 years on the sports desk before shifting to reporting on terrorism. He went on to pioneer Arab press coverage in the field, writing about all aspects of it, including its ideologies and ties to states like Iran.

His colleagues knew him for his calm demeanor, humility and meticulous approach, marked by precise documentation, deep analysis and avoidance of sensationalism.

Al-Shafei ventured fearlessly into terrorist strongholds, meeting senior terrorist leaders and commanders. In the 1970s he was one of only a handful of journalists to interview Mullah Omar, the leader of the Taliban, and conducted exclusive interviews with senior figures within Al-Qaeda.

He also tracked post-Al-Qaeda groups like Daesh, Hay’at Tahrir al-Sham and Boko Haram, offering pioneering analysis of Sunni-Shiite extremism and how cultural contexts shaped movements across Asia and Africa.

During the war on Al-Qaeda, he visited US bases in Afghanistan, embedded with international forces, and filed investigative reports from active battlefields — rare feats in Arab journalism at the time.

He interviewed Osama bin Laden’s son, highlighting a humanitarian angle while maintaining objectivity, and was among the few Arab journalists to report from Guantanamo, where his interviews with Al-Qaeda detainees shed light on the group’s operations.

Al-Shafei married a Turkish woman in London in the late 1970s, with whom he had a son and daughter. He was still working just hours before he died in London on Dec. 31.