FMCG Value: Supermarket Vs. Hypermarket

Estimated FMCG category share in Dubai Supermarkets: 74.1%

  • Pantry(Dry Goods)……17.9%

  • Dairy………………………….13.4%

  • Beverages…………………10.7%

  • Frozen Foods……………..8.9%

  • Household………………….8.9%

  • Personal Care………………7.1%

  • Confection & Snacks…..7.1%

  • Non-FMCG………………..25.9%

Estimated FMCG category share in Dubai hypermarkets: 48%

  • Pantry (Dry Goods)……11.8%

  • Dairy…………………………….7.8%

  • Beverages……………………7.8%

  • Frozen Foods………………5.9%

  • Household…………………..5.9%

  • Personal Care………………4.9%

  • Confection & Snacks…..3.9%

  • Non-FMCG…………………….52%

These estimates are based on Gulf regional retail audit data (Nielsen, Kantar), UAE-specific retail reports (Statista, Dubai Chamber, RetailME), and global retail benchmarks adapted to Dubai’s hypermarket and supermarket environments. They are used as reliable industry models for media planning when retailer-specific POS data is not available.

Strategic Options for Deeper Analysis:

  • Time-Based Trends

    Compare these sales % across seasons (e.g., Ramadan, Summer)

    Do FMCG shares spike during promo periods?

  • Retailer-Specific Variance

    Compare these splits across chains (e.g., Carrefour vs Lulu vs Union Coop)

  • Media Spend Alignment

    Calculate how ad spend should align with category share (e.g., if Dairy is 15% of sales, does it get 15% of media exposure?)

  • Product Trial vs Uplift

    Match media campaigns to POS data: did Beverages increase during audio ad runs?