A more aware Middle Eastern consumer doesn’t hesitate to make informed choices

Global Consumer Insights Survey 2023 | Pulse 6 - Middle East Findings

In Pulse 6, we see price-conscious shoppers cross-checking product prices from multiple sources. With higher awareness levels, there is an uptake in the use of specialised price comparison platforms to complement relying on search engines, Amazon, social media, and word-of-mouth.
Consumers in the Middle East have a slightly higher preference for physical stores compared to shopping online via mobile phones and personal computers and for brand’s websites.
Sustainability and emerging technologies feature high on the list of generally young and tech-savvy consumers in the region. 

Consumers rely on research and technology as they finalise their purchase decisions

 of regional consumers research products online, using their phones in-store to compare products and determine if they are cheaper on the website.

use retailers’ apps on their mobile to compare products and use social media to view live or visual reviews before purchasing.

use search engines to research items, ranking it as one of the top three ways of researching products, while an equal number use Amazon (49%), and 41% use social media platforms.

rank sponsored ads on social media & adverts that directly link to offers and promotions among the top three most influential tools.

preferred ads with influencers and celebrities and traditional TV advertisements, ranking them as one of the top three advertising platforms.

Current shopping behaviour

In-store shopping preferred and self checkouts gaining a foothold

Instore shopping has been dominant for frequent shopping in the last 12 months and preferred by 49% of regional consumers in the region, who have boosted self-check-outs in physical stores. More than 50% of respondents prefer using self-checkout because it is faster, has a more responsive touch screen and has a greater variety of payment options. Also, 42% of regional consumers use it as it enables them to purchase products directly from the aisle without the need to wait in long queues.

Future trends

Instore vs Online: A best of both worlds

The Pulse 6 global survey has revealed that half of those polled intended to boost their online spending and continue shopping in physical stores over the next six months. 

Consumers in the region will continue to seek the convenience of buying online with the confidence of buying in-store. They want the best of both worlds - the immersive experience of physical shopping as well as the convenience of online and are increasingly using digital technologies to make an informed purchase. 

Looking ahead to the next 6 months, how will your customer behaviour change across the following activities?

Consumer behaviour in the Middle East continues to evolve into a more informed, tech savvy group of shoppers, which signifies empowerment by digital transformation and a dynamic shopping landscape. It is important for retailers to accept these changes and reflect them in their strategies, products, and the overall shopping experience.

Norma Taki, Middle East Consumer Markets Leader

About the survey

This year, the global survey focused on 8,975 consumers in 25 countries and territories, including 792 respondents in the Middle East region.

The Pulse 6 Middle East findings included responses from 642 consumers in Egypt, Saudi Arabia and the UAE, split between 55% men and 45% women. 79% of the sample are in the 18-41 age group, the sample comprises 57% Millennials and 22% Gen Z respondents, reflecting the region’s young demographic profile, and around 77% are employed. 

This report references the Middle East findings of the following surveys:

Contact us

Norma Taki

Deals Partner and Consumer Markets Leader, UAE, PwC Middle East

+971 4 304 3100

Email

Imad Matar

Partner, Transaction Services Leader, PwC Middle East

+966 (11) 211 0400 (ext 1501)

Email

Roy Hintze

Partner, Middle East Consumer Markets, PwC Middle East

+971 56 682 0528

Email

Maye Ayoub

Partner, PwC Middle East

+20 100 666 6240

Email

Global Consumer Insights Survey 2023| Middle East findings – Pulse 6

Empowered by technology, a more aware Middle Eastern consumer doesn’t hesitate to make informed choices

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Contact us

Norma Taki

Norma Taki

Deals Partner and Consumer Markets Leader, PwC Middle East

Tel: +971 4 304 3100

Roy Hintze

Roy Hintze

Partner, Middle East Consumer Markets, PwC Middle East

Tel: +971 56 682 0528

Imad Matar

Imad Matar

Partner, Transaction Services Leader, PwC Middle East

Tel: +966 (11) 211 0400 (ext 1501)

Maye  Ayoub

Maye Ayoub

Partner, PwC Middle East

Tel: +20 100 666 6240

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