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GfK has conducted an extensive consumer lifestyle study, revealing valuable insights into the concerns, preferences and habits of consumers in the United Arab Emirates. 
The research reveals the top concerns of UAE consumers, their changing lifestyle priorities and what they expect from brands and companies.
These findings have important implications for businesses operating in the region.
Rahul Dixit, Head of Marketing and Consumer Intelligence, GfK MENA, said, “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. .
This will allow them to differentiate themselves in the marketplace, create a stronger connection with their target audience, and drive long-term success. “
GfK will unveil the Consumer Lifestyle Study 2023 at its upcoming Insights Summit in Dubai on 31 May, with industry stalwarts such as Hartem Dovidal, CEO of e&Group Group, Gonzalo Garcia VillanuevaGfK Global Chief Marketing Officer, Sashan SharmaExecutive Director and General Manager of Lenovo, Omar SahebChief Marketing Officer of Samsung MENA, Mohammad DidiAT Kearney partners and more will be speaking at the event.
Top concerns of UAE consumers
According to the study, the top concerns of UAE consumers include inflation, recession and unemployment, and healthcare costs. Some 38 percent of respondents expressed concern about inflation and high prices, underscoring growing concerns about it.
Additionally, 25% of respondents cited recession and unemployment as their top concerns, reflecting a need for economic stability and job security. Additionally, 17% of consumers consider healthcare costs to be a pressing concern, underscoring the importance of accessible and affordable healthcare services.
shifting priorities
The study also revealed interesting insights into the lifestyle choices of UAE consumers. 47% of respondents reported exercising daily or often to stay healthy.
This finding shows that UAE consumers place a high value on health and wellbeing, presenting an opportunity for brands in the fitness and wellness industry. Additionally, 51% of respondents reported doing non-grocery shopping at least once a week, underscoring the importance of the retail experience beyond basic purchases.
Notable Consumer Behavior
The Consumer Lifestyle study highlights several consumer behaviors that have a significant impact on brands and companies in the UAE. For example, 33% of respondents said they watch live sports daily or often on TV or through various streaming services, apps or online platforms.
This presents an opportunity for businesses in the sports and entertainment industry to engage with consumers through digital platforms. Additionally, 31% of respondents said they prefer to buy second-hand rather than new, while 38% said they switch from name brands to cheaper alternatives.
These findings point to rising cost-consciousness and sustainability awareness among UAE consumers, encouraging companies to consider alternative business models and environmentally-friendly practices.
Evolving Personal Choice
The study also revealed that UAE consumers are very picky when it comes to choosing brands. 48% of respondents said they spend a lot of time researching brands before making a big purchase, demonstrating the importance of building brand credibility and trust. Additionally, 43% of consumers stress the importance of buying reputable brands because they perceive them to be reliable and quality.
This finding highlights the importance of brand reputation and the potential for companies to leverage brand loyalty.
Additionally, the study revealed the desire of UAE consumers for personal well-being and relaxation. Some 42 percent of respondents expressed the importance of regularly pampering or pampering themselves, while 65 percent emphasized the importance of their home as a private retreat for relaxation and rejuvenation.
These findings suggest an opportunity for brands and companies to cater to consumer demand for self-care, personalized experiences, and products that enhance living spaces.
Overall, the GfK Consumer Lifestyle Research provides valuable insights into the concerns, preferences and habits of UAE consumers.
Brands and companies in the UAE can use these findings to better understand and meet the changing needs and expectations of their target audiences.
By aligning their offerings with identified trends and values, businesses can create meaningful connections, improve customer satisfaction and foster long-term loyalty.
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