Introduction
59% of consumers in the UAE and 30% in Saudi Arabia believe that their country is in a state of recession. Despite the fact that this evidence of a “recessionary mindset” falls below the global average of 69%, research shows that consumers are adjusting their consumption behaviors. 38% of Saudi and 37% UAE consumers have changed their lifestyle as a response to the global economic downturn.
Scope
*Detailed analysis documenting Saudi and UAE consumers’ ‘recessionary mindset’ and how this influences perceptions about current and future prospects
*Insights highlighting how the economic downturn has affected perceived quality of life, emotional wellbeing and financial security in the KSA and UAE
*Analysis of KSA and UAE shoppers’ changing price sensitivity, value consciousness and attitudes towards private label across four major FMCG sectors
*Countries and categories covered: Saudi Arabia and the UAE; food and non-alcoholic beverages, alcoholic beverages, personal care and household care
Highlights
The global downturn has impacted some consumers’ daily lives in both countries, albeit to a lesser extent compared with the global average. Datamonitor research conducted in 2009 highlighted greater ‘recession resistance’ in both countries, with UAE and Saudi consumers less likely to indicate that their lifestyle had changed.
However, when surveyed by Datamonitor in April/May 2009, less than a quarter of Saudi and UAE respondents disagreed that they were giving up some of their favorite brands in order to save money. Over half of respondents did agree that giving up some of their favorite brands had been a feature of their recent behavior.
Luxury brands have become an integral part of the Saudi and UAE lifestyle as consumers are willing to pay high prices for products that they believe will bring them social status. At the same time, value consciousness is also prevalent in luxury purchases as ‘price’ and ‘quality’ are the most influential factors that affect their purchase decisions
Reasons to Purchase
*Gain a detailed understanding of changing consumer attitudes and behaviors amid the downturn in order to determine appropriate recessionary strategies
*Obtain country and sector specific insight about pertinent recessionary themes such as private label and consumers’ value consciousness.
*Assist consumer segmentation and targeting efforts by accessing data from two waves of primary research conducted in August 2008 and April 2009.
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