Consumer Trends in the Middle East 2025: Key Findings and Market Insights

In 2025, Middle East consumer trends are being reshaped under economic pressures, health awareness, digital adoption, and sustainability concerns. . Price sensitivity drives demand for value and flexible packaging, while health and wellness, spanning clean-label foods, supplements, and digital health tools, are becoming central.

As economic pressures mount, consumers in the Middle East are re-thinking not just how much they spend, but where, why, and on what. Rising inflation, shifting lifestyles, and a digitally empowered population are driving a transformation in consumption: health and wellness are no longer fringe; convenience has become baseline; and origin, culture, and local relevance are turning into important differentiators.

In 2025, the Middle Eastern consumer landscape is experiencing a period of profound transformation. Rising living costs, heightened health awareness, rapid digital adoption, and an increased focus on sustainability are reshaping consumer behaviours across the region. These changes are driven not only by macroeconomic pressures but also by cultural shifts and government initiatives.

This article explores the latest trends across digital behaviour, health and wellness, local consumption, and sustainability in key markets like the UAE, Saudi Arabia, Qatar, Kuwait, Oman and Bahrain. It then integrates detailed findings from the region-wide Voice of the Consumer 2025 Report (hereinafter, the “2025 report”) and lays out key implications for foreign businesses and investors.

Key drivers of shifting consumer trends in the Middle East

Price sensitivity and economic pressures

Economic pressures remain a defining factor shaping consumer behavior across the Middle East. The cost of living has risen steadily in countries like Saudi Arabia and the UAE, with nearly 49 percent of respondents in the 2025 report, identifying it as a top concern. As a direct consequence, consumers are actively seeking ways to optimize their spending without compromising on quality, showing strong preference for promotions, smaller pack sizes, and value-oriented products.

Health and wellness prioritization

Health and wellness are increasingly central to Middle Eastern consumers’ purchasing decisions. Approximately 67 percent of the 2025 report’s respondents express concern over ultra-processed foods and pesticide use, while Saudi Arabia shows the highest usage of GLP-1 weight-loss drugs at around 11 percent, indicating rising health awareness and willingness to invest in health solutions. This trend is further complemented by the adoption of wearable fitness devices and health management apps, particularly in urban centres like Riyadh, Dubai, and Abu Dhabi.

Digital transformation and AI integration

Digital adoption in the Middle East continues to accelerate, transforming how consumers shop, manage health, and engage with entertainment. early half of consumers rely on AI tools for meal planning and fitness tracking, and in the UAE and Saudi Arabia, adoption is even stronger, with most consumers turning to generative AI-powered tools. This trend underscores both a rising comfort with technology and a growing demand for personalization. Businesses must respond with robust digital interfaces, seamless e-commerce, and AI-driven consumer experiences.

Sustainability and ethical consumption

Environmental awareness is influencing consumer behaviour in the region, with approximately 75 percent expressing concern about climate change and a preference for locally produced goods. Yet only a small portion of them actively seek information about sustainability practices of food brands.

This highlights a gap between intention and action: while consumers are increasingly conscious of environmental issues, their behaviours are still developing in terms of active research and brand scrutiny. Businesses can leverage this by improving transparency, clearly communicating sustainability initiatives, and emphasizing local sourcing.

Convenience and delivery services

Convenience remains a critical driver of consumer behaviour. About 53 percent of consumers order takeaway or prepared food weekly, and 28 percent use meal kit services, double the global average. The UAE food service market alone is projected to grow at a CAGR of 7.2 percent from 2025 to 2030.

Consumers increasingly Favor quick, personalized options, emphasizing speed, quality, and flexibility. For businesses, investment in delivery infrastructure, efficient logistics, and innovative service models (such as AI-driven route optimization and personalized menu recommendations) can be critical differentiators.

Also read: UAE E-Commerce Regulation and Licensing Requirements

Country-specific insights of Middle East consumer trends

Recent industry and market reports show the Middle Eastern consumer market is being reshaped by health and wellness demand, rapid digital adoption in some markets, and growing interest in sustainability, yet country-level differences remain large. Businesses should combine local nuance with scalable digital and health-forward product strategies to capture opportunity.

• Saudi Arabia: Saudi Arabia’s market is rapidly professionalizing around wellness: strong uptake of GLP-1 and other anti-obesity therapies, expanding clinical prescription practices, and growing consumer willingness to pay for premium health services point to a sophisticated market for weight-management drugs, digital health platforms, and concierge wellness offerings.
• UAE: The UAE stands out for dense digital engagement and robust e-commerce spending, with convenience retail and small-pack purchases rising alongside online grocery and on-demand delivery growth. This creates openings for experiential food and beverage concepts, D2C plant-based lines in small formats, and hyper-personalized delivery and loyalty experiences that integrate payments and logistics.
• Qatar: Qatar’s high-income consumer base is driving growth in health-related categories and premium supplements and services. Market forecasts and sector reports show steady expansion in healthcare and dietary-supplement spending, indicating demand for niche, high-value wellness products and tailored digital health solutions aimed at affluent segments.
• Kuwait: Kuwait combines purchasing power with rapidly growing interest in fitness, digital health, and personalized nutrition. Industry projections for digital health and fitness-related services point to a market receptive to organic foods, fitness meal solutions, connected fitness devices, and integrated wellness apps that offer convenience and personalization.
• Oman: Oman’s retail and e-commerce penetration lag regional leaders, and traditional consumption patterns remain influential. Reports highlight a smaller e-commerce base and the importance of culturally resonant, education-led marketing to introduce health-oriented innovations; success here will depend on offline-to-online journeys, local partnerships, and clear consumer education.
• Bahrain: Despite its size, Bahrain shows strong per-capita engagement with luxury and lifestyle e-commerce categories. Data on e-commerce transaction values and lifestyle spending suggest opportunities for premium health and personalized luxury wellness offerings delivered through curated digital storefronts and VIP customer journeys.

The table below offers a summary of such regional strategies.

Strategic takeaways for businesses

Adapt to economic pressures

With rising living costs across the Middle East, price sensitivity has become a decisive factor influencing consumer behaviour. Companies can no longer rely solely on brand loyalty or premium positioning; instead, they must offer flexible value propositions that combine affordability with perceived quality. For example, smaller pack sizes, loyalty programs, and “smart bundling” can allow consumers to access premium products without feeling overstretched.

Those who adapt to these economic realities will not only capture a larger share of cost-sensitive markets like Oman and Bahrain but also retain long-term trust among consumers in more affluent regions such as Kuwait and the UAE.

Invest in health and wellness

The surge in health consciousness provides one of the most significant opportunities for businesses in 2025. Consumers across Saudi Arabia, Kuwait, and the UAE are increasingly investing in clean-label, plant-based, and fortified food options, as well as digital health solutions. Companies should diversify portfolios to include functional beverages, nutrient-rich snacks, and AI-driven fitness apps, aligning with both cultural preferences and global health trends.

Importantly, wellness is not just a product trend but a lifestyle movement: brands that position themselves as long-term partners in consumers’ health journeys, rather than as transactional vendors, are more likely to succeed in this space.

Embrace digital transformation

Recent studies have highlighted that digital engagement is no longer optional: it is the central axis around which modern consumer behaviour revolves. With the UAE and Saudi Arabia leading global adoption of AI-driven platforms, businesses must build ecosystems that seamlessly integrate e-commerce, mobile apps, and social commerce into daily life.

Beyond transactional convenience, personalization is the new standard: AI-powered recommendation engines, predictive health and wellness analytics, and gamified shopping experiences are rapidly becoming consumer expectations. Furthermore, investment in secure, intuitive digital interfaces builds confidence in markets where data privacy and trust remain concerns.

Commitment to sustainability

Sustainability will increasingly dictate purchasing decisions in the coming years. Businesses should act early by embedding sustainability into their operations rather than treating it as a marketing add-on. This includes sourcing locally to reduce carbon emissions, investing in recyclable or biodegradable packaging, and transparently reporting environmental impact.

In markets like the UAE and Saudi Arabia, where government sustainability initiatives are highly visible, aligning with national goals can also enhance brand credibility.

Enhance convenience

Convenience is emerging as one of the strongest differentiators across the Middle East, driven by urban lifestyles, high smartphone penetration, and changing household dynamics. Weekly takeaway consumption, widespread adoption of meal kits, and rapid growth in quick-commerce all signal that consumers are prepared to pay for time-saving solutions.

Businesses should invest in delivery infrastructure that goes beyond efficiency, offering flexible scheduling, eco-friendly options, and even AI-assisted customization. In countries like the UAE and Qatar, experiential dining delivery (for instance, restaurant-quality meals packaged for at-home consumption) represents a fast-growing niche.

Conclusion

The Middle Eastern consumer market in 2025 is evolving under the combined influence of economic pressures, health awareness, rapid digital adoption, and rising sustainability demands. With preferences varying across countries, brands must pursue localized, adaptive strategies that balance innovation with cultural relevance. Companies that deliver value, promote wellness, embrace technology, and enhance convenience will be best positioned to earn loyalty and long-term growth.

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