Kantar-尽管经济健康，但沙特购物者在第三季度控制了快速消费品支出（英）-20页_3mb

FMCG Quarterly Review Summary: KSA and UAE Q3 2022

Overview

This report serves as a marketer's guide to navigating the FMCG sectors in Saudi Arabia (KSA) and the UAE during Q3 2022. It focuses on in-home purchase behavior, economic factors, and consumer trends. The analysis is based on data from Worldpanel Division, Kantar, leveraging household panels in both regions.

Key Economic Context

• KSA: The economy benefits from strong oil revenues, leading to a surplus in the government budget, but inflation poses challenges. For example, inflation rose to a 15-month high in September 2022, impacting real incomes and market dynamics.
• UAE: The economy is resilient, with strengths in tourism (accounting for ~16% of GDP) and real estate. Higher borrowing costs and slower oil output could affect GDP growth, while non-oil sectors, such as retail, show expansionary PMI readings.

Consumer Behavior

• KSA: Shoppers exhibit restrained behavior due to inflation, with a 13.5% jump in average prices seen this quarter. This led to a decline in purchase volume and frequency, higher spend per trip, and rationalization of pack sizes. Promotion activities are high, but smart strategies focusing on brand equity are critical for bottom-line growth. Cities like Riyadh show significant volume drops, indicating challenges for brands.
• UAE: Consumption shows a marked pickup, especially after inflationary pressures and expatriate population growth. Shopper behavior includes cautious spending with smaller basket sizes, but overall value growth is strong in categories like Food and Home Care. There is a notable shift to online shopping, with volumes increasing from 4.1% to 7.5%, presenting opportunities for targeted marketing.

Market Performance and Drivers

• KSA: Q3 performance showed a significant volume deficit due to price inflation, contrasting with spend reversals. Key segments like Food and Beverages experienced declines, while others saw modest growth. Factors such as VAT increases post-Ramadan and global events (e.g., COVID-19, Russia-Ukraine war) influenced trends.
• UAE: Expat-driven demand helped offset volume decreases, with overall consumption recovering strongly in Q3. Inflation is a factor, but value growth remains robust, particularly in affluent segments. Promotional spends are high, but strategies focusing on online channels and large pack availability are key for engagement.

Key Observations & Conclusions

• KSA: Marketers should prioritize understanding shopper preferences, enhanced brand communication, and consistent strategies to maintain growth amid inflation. Urban shopping trends in Modern Trade MT need clearer focus, and online channels offer potential for expansion.
• UAE: Growth in value categories like Food and Home Care is notable, supported by affluent shoppers. Online shopping is gaining momentum, requiring tailored approaches for digital platforms. Regional variations, such as differences in shopping patterns between Dubai/Abu Dhabi and other areas, should be addressed in marketing efforts.

General Implications for Marketers

• Focus on in-home purchase data and strategies that align with economic realities.
• Leverage data insights for targeted promotions and digital engagement.
• Monitor demographic shifts, such as expat influx, for sustained growth opportunities.
• Overall, the Q3 markets reflect a mix of headwinds and opportunities, with inflation being a common theme. Both regions emphasize the need for strategic adaptation and innovation to foster resilience and expansion.