Megatrends in Saudi Arabia

Abstract
This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in Saudi Arabia.

Euromonitor's Megatrends in Saudi Arabia report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Content
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Saudi Arabia to build the world’s first fully digitised city
Saudi Arabians score higher than global average for all types of app use
Millennials are the most likely to play video games and order in food
Data protection is a pressing concern
Baby boomers are the most wary of targeted ads
Family and friends are the most trusted source of information
Consumers are keen to get back to real life activities
Experience more
Content-creating camel captures footage of remote locations
Saudi consumers embrace all kinds of experience
Generation X are the most willing to spend on experiences
The pandemic has driven more consumers to socialise online
Travellers prioritise safety and relaxation
Millennials are the most eager to resume face-to-face activities
Middle class reset
Hakbah digitalises traditional “savings groups”
Only two fifths of consumers say they like to find bargains
Baby boomers are the least extravagant cohort
Saudis have warmed to the concept of sharing and swapping
Generation Z are looking to cut down on spending
Premiumisation
Wholesome expands its new range of premium organic cereals
Consumers are looking for ways to make life simpler
Generation X are the most individualistic cohort
Saudis are keen to research products before buying
Quality is an important factor in purchasing choice
Shifting market frontiers
Saltwater agriculture could reduce dependence on imported produce
Saudi Arabia ’s melting pot of cultures creates diversity of demand
Generation X are the most interested in experiencing new cultures
Baby boomers are keen to support local business
Shopping reinvented
Carrefour’s new automated fulfilment centre speeds up online delivery
M-commerce has become the dominant form of shopping
Saudi shoppers like to engage with brands online
Generation X are the most likely to follow companies on social media
Sustainable living
New “sustainable luxury” resort to be powered by giant battery
Consumers are concerned with providing for those in need
Food waste, plastics and recycling are top environmental concerns
Saudi consumers are community-minded
Recyclable and biodegradable packaging is considered most sustainable
Wellness
Government aims to reassure tourists with self-sterilisation gates
Consumers are taking a more proactive approach to health
Millennials are the most health-focused cohort
Massage is the most common way to relieve stress
Saudi consumers are embracing health tech
Consumers are aware of the need to take health and safety precautions
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