Middle East · Social Media Intelligence
The ten brands

Brand-by-brand performance.

Each brand is assessed account by account: where it is active, how it performs against the category, what its audience says, and where the immediate opportunities sit. Open any brand to go deeper.

Each row shows the Instagram, TikTok and YouTube logos, in full colour when the channel is active and shaded grey when it is inactive over the last 12 months. Each row previews the key reads; open a brand for the full account-by-account analysis.

Chupa Chups

Lollipops & sugar candyPerfetti Van Melle

Present through paid promotion only; the organic accounts are inactive.

  • The Instagram account last posted in December 2024.
  • Every TikTok video is promoted. They reach tens of millions of plays at 0.2% engagement, the signature of paid impressions with no audience behind them.
  • Ran a 91-ad Meta catalog campaign across the December and January holiday window while the organic accounts stayed quiet.
Open Chupa Chups →

Mentos

Mints & chewy mintsPerfetti Van Melle

Active again through creator collaborations, at low volume.

  • Stopped solo posting on Instagram in August 2024, then returned in November and December 2025 through creator collaborations.
  • Those collab posts drew 1,660 to 2,402 likes against about 60 on the old solo posts.
  • Every TikTok video is promoted. Organic reach is not being built.
Open Mentos →

Bazooka

Chewy candy & bubble gumCompetitor

Consistent and organic, but reach leans on giveaways.

  • The steadiest publisher in the category: about 2.9 Instagram posts and 2.6 TikTok videos a week.
  • Organic TikTok engagement holds at 1.9% of views, so reach is mostly earned rather than bought.
  • The widest-reaching videos are PlayStation and iPhone giveaways. They draw millions of plays at 0.02% to 0.06% engagement and pull in prize-seekers.
Open Bazooka →

Borgat

Chewy candy & gumCompetitor

The most native Gulf audience, lightly activated.

  • The most native Gulf audience in the set: 70% Arabic comments and the highest conversation rate.
  • Carries the only visible Kuwaiti dialect signal across all ten brands.
  • Creator collabs return about 1,975 times the brand's own posts, the largest gap measured here, and it ran two.
Open Borgat →

Extra

Chewing gumCompetitor

Inactive across organic social, with 365M YouTube views going unused.

  • Left organic social: Instagram last posted in 2023, YouTube in April 2025.
  • The YouTube channel holds 365M lifetime views and 19,300 subscribers, now sitting idle.
  • Every TikTok video is promoted, at 0.13% engagement.
Open Extra →

Haribo

Gummies & sugar candyCompetitor

Active on Instagram, inactive everywhere else.

  • Posts about three times a week on Instagram, mostly static images, which draw the lowest engagement of any format here.
  • The TikTok handle is registered with no videos. The YouTube channel last uploaded in 2019.
  • Runs a small paid presence on Meta in the UAE: 6 ads, 4 currently live.
Open Haribo →

Juicy Drop

Sour candyCompetitor

The strongest organic content in the set, run at low volume.

  • The highest organic engagement on TikTok of any brand here, at 2.9% of views.
  • Comments are 43% positive, the most positive audience in the set, and 45% emoji-only, which points to a young, kid-and-teen following.
  • Creator collabs return about 983 times the brand's own posts. Four ran in twelve months.
Open Juicy Drop →

Nova

Chewing gumCompetitor

Small, but genuinely organic on TikTok.

  • Genuine organic engagement on TikTok at 2.0% of views, on a small follower base.
  • Negligible presence on Instagram and YouTube.
  • Does the organic fundamentals better than several larger brands.
Open Nova →

Skittles

Fruit candy · global accountCompetitor

A global account with no Arabic-speaking audience.

  • Comments are 0% Arabic across roughly 11,000, so this is a worldwide English account that happens to surface in the region.
  • Largest follower base in the set by far, at 432k on Instagram and 890k on TikTok, which makes its engagement-by-followers read low.
  • Useful as a reference point, not as a regional competitor.
Open Skittles →

Zello

ConfectioneryCompetitor

A placeholder account, not an active presence.

  • An 80-follower Instagram account. Its percentage engagement looks high only because the base is so small.
  • No TikTok or YouTube presence.
  • Closer to a reserved name than a working channel.
Open Zello →