There is a growing emphasis on health and well-being among UAE consumers, presenting opportunities for brands in the fitness and wellness industries, a new market survey said.
More and more UAE consumers are also engaging in non-grocery shopping at least once a week, underscoring the significance of retail experiences beyond essential purchases, the study by GfK, a leading global market and consumer intelligence firm, said.
“The study revealed intriguing insights into the lifestyle choices of UAE consumers such as a significant – or 47 percent – of respondents reported engaging in daily or frequent exercise to maintain their fitness,” GfK said.
GfK will unveil the Consumer Life Study 2023 at its upcoming Insights Summit in Dubai on May 31.
“By incorporating these actionable recommendations into their strategies, brands and leaders can better align their offerings with the evolving needs and expectations of UAE consumers,” Rahul Dixit, Head of Marketing and Consumer Intelligence – MENA, GfK, said.
“This will enable them to differentiate themselves in the market, build stronger connections with their target audience, and drive long-term success,” he said.
Noteworthy UAE consumer behaviours
The Consumer Life Study highlighted several consumer behaviours that hold notable implications for brands and companies in the UAE.
For instance, 33 percent of respondents reported viewing live sports events on TV or through various streaming services, apps, or online platforms on a daily or frequent basis, presenting an opportunity for businesses in the sports and entertainment sectors to engage with consumers through digital platforms.
Additionally, 31 percent of respondents expressed a preference for purchasing second-hand items instead of new ones, while 38 percent reported switching from name brands to less expensive alternatives.
“These findings suggest a growing trend of cost-consciousness and sustainability awareness among UAE consumers, encouraging companies to consider alternative business models and eco-friendly practices,” GfK said.
The study also revealed that UAE consumers are discerning in their brand choices. A significant 48 percent of respondents stated that they dedicate considerable time to researching brands before making major purchases, indicating the importance of building brand credibility and trust.
The study also uncovered insights into the desire for personal well-being and relaxation among UAE consumers, with 42 percent of respondents expressing the importance of indulging or pampering themselves regularly, while 65 percent emphasizing the significance of their homes as private retreats for relaxation and rejuvenation.
“These findings suggest an opportunity for brands and companies to cater to consumers’ desires for self-care, personalised experiences, and products that enhance their living spaces,” the study said.
According to the study, the primary concerns among UAE consumers include global climate change or global warming, recession and unemployment, and the cost of healthcare.
“Approximately 27 percent of respondents expressed worry about the impact of global climate change, underlining the growing significance of environmental issues in the minds of UAE consumers.
“Additionally, 25 percent of respondents cited recession and unemployment as major concerns, reflecting the need for economic stability and job security,” GfK said.
The study also found 22 percent of consumers identified the cost of healthcare as a pressing issue, emphasizing the importance of accessible and affordable healthcare services.
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