Search our website enhanced by Google.
- Home
- Middle East and North Africa (MENA): Consumer insight
Middle East and North Africa (MENA): Consumer insight
An analysis of consumers in two key MENA markets for exports – Saudi Arabia and the United Arab Emirates (UAE) – provides insight into the demand for animal and crop products across the wider region.
Consumer trends
The following consumer analysis is based on Saudi Arabia and the United Arab Emirates (UAE), both key markets for UK exports, this data is still very relevant and reflective of the other Middle Eastern markets such as Kuwait and Qatar.
Dining out
The Middle Eastern market has relatively high rates of dining out and ordering for home delivery or takeaway.
According to Euromonitor International’s consumer lifestyle survey 2022, 79% and 74% of consumers in Saudi Arabia and the UAE, respectively, stated that they preferred to eat out at restaurants at least weekly. The global average is just 34%.
If we look at red meat foodservice volume data from the UAE, in 2022, the most popular protein consumed is poultry, followed by lamb mutton and goat, and then beef and veal. Compared to pre-pandemic levels (2019), lamb mutton and goat have the highest volume growth, with beef and veal also experiencing growth.
The bustling multi-cultural restaurant scene in these regions is reflective of the large number of expats in major cities, such as Dubai and Abu Dhabi.
Many high-end restaurants reference where they import their meat from, resulting in opportunities to market the quality of British lamb and beef.
Retail channels
In the Middle East’s leading economies, modern retail has the most sales.
Hypermarkets and supermarkets were the main retail channels used in the UAE, according to IGD’s 2022 Middle East Channel Forecast. IGD predicts hypermarkets will continue to increase their market share towards 2027 as retailers invest more in the in-store experience.
In Saudi Arabia, traditional retail (independents, street vendors, kiosks and food markets) made up the largest share of the market in 2022, followed by supermarkets. However, IGD predicts traditional retail will decrease substantially over the next five years as modern markets become more relevant to consumer’s needs. Supermarkets and hypermarkets will fuel this growth.
Exporters may find that they can align their products with hypermarkets and supermarkets as these are set to grow the most. But understanding the needs of these channels is crucial to long-term success.
Many consumers still cook at home. This is especially true for significant for social events, such as weddings, naming ceremonies and key Islamic festivals (Ramadan, Eid al-Fitr and Eid al-Adha) which happen throughout the year. Many of these celebrations include family or communal meals, which often feature lamb.
For example, Eid al-Adha (The festival of sacrifice) is the most important Islamic festival, with tens of thousands of animals procured to meet demand. These animals must meet certain criteria: see the AHDB page about opportunities in Halal and our video understanding the Qurbani market.
Further information
AHDB invests in consumer research projects to develop understanding of consumer behaviour and values across key markets, including the UAE, Saudi Arabia and Kuwait.
Our 2023 analysis, Understanding red meat buying behaviours in the Middle East, revealed that quality, halal assurance and taste were vital components for red meat purchasing decisions by Middle Eastern consumers. British red meat was particularly well regarded in terms of quality, taste and production standards.
2022 AHDB analysis: Harnessing consumer buying behaviour for British exports
2021 AHDB analysis: Opportunities for the sheep sector Horizon report
Continue reading about the MENA market
Market access and barriers to trade