中東北非食品購物趨勢分析報告-培訓(xùn)課件外文版2024.6

CONSUMERS&BRANDSFood

shopping

habits

and

trends

inthe

Middle

East

and

North

AfricaSpotlight

reportWhat

shapes

the

food

shopping

habits

of

the

MENA

consumer?Key

questionsanswered

inthisreport123Is

thereabehavioralshiftinconsumer

How

dofood

shopping

habitschangeWhat

are

thecurrenttrendsinonlinefood

shopping?spending

after

thepandemic?during

Ramadan??

InSaudi

Arabia,44

percentofconsumers

intended

to

spend

moreon

fresh

produce

in2023.?

Many

Muslimsplannedtospendmore

?

Inthe

UAE,online

penetration

oftheon

food

duringRamadanin2022.food

delivery

market

isforecast

toreach

50

percentby2025.?

Onlineconsumer

spendingduringRamadan

was

expected

to

increase

39percentbetween

2021

and

2022.?

InEgypt,

54

percent

of

consumersintended

to

spend

lesson

dining

outin2023.?

Companies

mustadapt

tothechangingdemandsofconsumers.Talabatis

aprime

example,

with

a

76percentshareof

the

food

deliverymarket

inthe

UAEin2022.?

Grocery

was

the

most

popularshoppingcategory

in2022,

with61percentofconsumers

looking

tobuyfrom

onlinechannels.?

89

percentofyoung

adults

intheMENA

region

frequently

boughtgoodsonlinein2022.?

Onlinegrocery

isforecast

to

accountfor21

percentoftheq-commercemarket

by2024,

makingsignificantgainson

food

delivery’s

share.2Isthere

abehavioral

shiftinconsumerspending

afterthepandemic?1Fresh

produceisconsidered

aconsumer

spendingpriorityShare

ofconsumersplanning

tospend

moreShare

ofconsumersplanning

tospend

lessConsumers

intheMiddleEastandNorth

Africa(MENA)are

prioritizing

home

cooking

over

dining

out.According

tothe

NielsenIQ

2023

Consumer

OutlookSurvey,

respondents

plannedtospendmore

ongrocery

items.

InSaudi

Arabia,44

percent

of

shoppersintended

to

spend

more

onfresh

produce.

Consumersinthe

region

are

alsomore

health-conscious.

Around40

percent

ofrespondents

inSaudi

Arabiaintended

toinvest

more

intheirhealthand

wellness,

whichsupportsthe

increasing

demand

forfresh

andnutritiousingredients.31%50%HomeDairyimprovement/decor34%32%29%49%HealthandwellnessFood

delivery/takeawaysClothing/apparel40%31%32%43%Fresh

meatFresh

produceUtilities40%26%36%53%Consumers

areless

willing

to

spend

onout-of-homedining,food

delivery,

andtakeaways,

which

are

nowconsidered

aluxury.

InEgypt,54

percent

ofsurveyrespondents

intended

tospendless

ondiningout,while

49

percent

plannedto

spend

less

onfooddelivery

and

takeaways.Entertainment44%27%34%30%54%Out-of-home

eating30%EgyptSaudiArabiaEgyptSaudiArabia3Notes:(1)

(2)

Saudi

Arabia,

Egypt,

MENA;

2023;

18

years

and

olderSources:

(1)

(2)

NielsenIQ;

ID:1380660;

ID:1380650Isthere

abehavioral

shiftinconsumerspending

afterthepandemic?1Online

shopping

frequency

has

soaredamong

MENA’s

young

adultsOnline

shopping

frequencyamongyoungadultsinMENA

from

2018

to2022Alarge,digitallysavvy

populationof

young

adults

ischangingthe

consumer

landscapeinthe

MiddleEastandNorth

Africa.Supportedbyhighersmartphoneadoption

across

the

region

–

especially

inthe

GulfCooperation

Councilcountries

–

theshiftto

onlineshoppingis

accelerating.89%89%80%71%Onlineshoppinghasbecome

anessential

partofeveryday

lifeforyoungconsumers

inMENA.

In2022,almost

90

percent

of

youngadultsaged

18

to24

yearsfrequently

boughtgoods

online,upfrom

71

percent

in2019.50%49%29%20%11%10%20182019202020212022AfewtimesamonthNever4Notes:MENA;

2018

to

2022;

18

to24

yearsSources:

Arabian

Business;

BCW;ID:1379837;

Text:GSMAIntelligence;

Ipsos;ID:1190185How

do

foodshopping

habitschange

duringRamadan?2How

Ramadan

shapes

food

spending

in

the

Middle

EastFood

spending

by

Muslimsduring

Ramadan

in2022

compared

with

2021Throughout

the

month

ofRamadan,Muslims

fastbetween

sunrise

and

sunset.

Itisalsoatime

when

people

seek

to

connect

more

withfamily

andfriendsinlargegatheringsover

“iftar”

–themeal

with

which

theybreak

theirfast.Across

theMENAregion

in2022,

manyadultMuslimsexpected

to

spend

more

than

the

previousyear

onfood

anddrinkduringRamadan.Spendmore9%Spendthe

same12%Spendless12%9%11%48%17%25%Ramadan

isnotonly

amonth

offasting.Many

Muslimsbelieve

donatingtocharityisacore

valueatthis

time

ofyear.

Donationscanbeintheformof

food

products,which

contributes

to

food

spending.

A

2021

YouGov

studyintheUnitedArabEmirates

(UAE)foundalmost

halfofrespondents

plannedto

donatefood

andotheritems

duringRamadanasaform

of

worship.38%49%55%63%57%53%UAE42%41%33%Iraq26%LebanonSaudiArabiaJordanRegiontotal5Notes:Iraq,Jordan,Lebanon,

Saudi

Arabia,

UAE,

MENA;

February25

to

March6,

2022;

2,871

respondents;

adult

Muslims;

18

to45

yearsSources:

TGMResearch;ID:

1327401;

Text:YouGov;

ID:1223227How

do

foodshopping

habitschange

duringRamadan?2Consumers

are

supported

by

online

shopping

during

RamadanAnnual

changeinvalueof

online

consumerspending

during

Ramadan

inMENA

from

2019

to

2022Thevalueofonline

consumer

spendingduringRamadanjumped

by55

percent

between

2019

and

2020

and

by60percent

between

2020

and

2021.

Thepandemic

caused

abehavioral

shiftinwhich

consumers

opted

foronlineshoppingdueto

itssafety

andconvenience,

especially

duringthe

fastinghours.

Theincreases

inspendingresult

fromconsumers

adapting

tothe

new

way

of

lifeand

companiesstrengthening

theironline

presence

or

exploring

new

digitalplatforms.60%55%39%DuringRamadan,as

people

get

into

the

spirit

oftheseason,consumers

are

more

receptive

to

trying

new

things.

Manydiscover

new

brandsand

products

throughe-commercechannels

and

digitalmedia

like

short-form

videos.

Accordingtoresearch

bystrategy

consultingfirmRedseer

in2023,

60percent

of

consumers

inSaudiArabiadiscovered

newproducts

throughdigitalmedia,while

72

percent

ofconsumers

inthe

UAEdiscovered

new

productsthroughe-commerce

channels.2019-20202020-20212021-2022*6Notes:MENA;

2019

to

2022;

*

forecastSources:

Redseer;ID:1290323;

Text:RedseerHow

do

foodshopping

habitschange

duringRamadan?2Groceryis

the

top

online

shopping

category

during

RamadanConsumerintenttobuyonline

during

Ramadan

inMENA

in2022Grocery

was

expected

tobethe

most

purchasedcategory

duringRamadanin2022,with

61

percent

ofMENA

consumers

looking

tobuyfromonline

channels.ShareofrespondentsInanticipationoftime

spentwith

friendsand

family,people

stock

up

on

foodproducts

and

ingredients.

Cooking

foragathering

was

the

leading

shoppingmotivation

among

MENArespondents,

followed

bybuyingdesserts

–

bringingsweet

treatsis

customary

insuchgatherings.61%48%44%40%According

toRedseer,

Ramadan

isa6.2

billion

U.S.dollaronline

salesevent

inMENA.

Withthe

long

fastinghours,consumers

optforconvenience

byshoppingonline.

Habitsduring

Ramadan

reflect

what

thefutureof

onlineshoppingintheregion

could

look

like.35%Leadingshopping

motivations

during

Ramadan

inMENA

in2022Buydesserts46%GroceryFashionBeautyandpersonalcareElectronicsHome55%Cook

forgatherings7Notes:(1)

(2)

MENA;

2022Sources:

(1)

(2)

Redseer;ID:1299516;

ID:1299509;

Text:RedseerWhatarethecurrent

trendsinonline

foodshopping?3Onlinefooddelivery

ishere

tostayPenetration

rate

ofonline

food

deliveryintheUnitedArabEmirates

from

2018

to2027Onlinefood

delivery

services

havegained

popularityinthe

Middle

EastandNorth

Africa,andthere

aresignsthemarket

stillhasroom

to

grow.60%53.89%52,33%50,55%48,56%50%40%30%20%10%0%46,68%Inthe

United

ArabEmirates

in2023,online’s

penetration

of

theoverall

fooddelivery

market

hit46

percent.

Theratewill

likely

increase

furtherasthemarketexpands,exceeding

53

percent

by2027.While

theUAEwas

anearly

adopterofonlinefood

delivery

intheMENAregion,there

isagrowing

appetitefortheservices

inother

countries.44,50%44,63%40,39%32,52%29,43%20182019202020212022202320242025202620278Notes:UAE;2018

to

2027Sources:DigitalMarketInsights;

ID:1182242Whatarethecurrent

trendsinonline

foodshopping?3Companies

mustadapt

toever-evolving

consumer

demandsShare

offood

delivery

market

intheUnitedArabEmirates

inMay

2022,

bycompanySharebasedonorder

volumeTalabatis

oneof

the

Middle

East’slargest

onlinefood

deliveryplatforms.

Asubsidiary

ofDelivery

Hero

since

2016,

itoperates

inKuwait,SaudiArabia,Bahrain,the

UnitedArabEmirates,

Oman,Qatar,Jordan,Egypt,and

Iraq.IntheUAEin2022,

Talabatwas

the

largest

food

delivery

company

basedon

order

volume,

withamarket

share

of76

percent.RankCompanyTalabatMarket

share123476%Talabathasadaptedtoconsumers’

shiftingdemands,expandingtoincludegrocery

deliveries

andoffering24/7

service.

Food

delivery

companies

across

theregion

arecatering

tothe

latest

consumer

trends,suchas“free-from”products

and

wellness

foods,andsuchadaptability

iscrucialtosuccess

inthecurrent

market

conditions.DeliverooZomato12%8%Careem

Now4%9Notes:UAE,MENA;

May

2022Sources:

Measurable

AI;

ID:1253270;

Text:Talabat;

YouGovWhatarethecurrent

trendsinonline

foodshopping?3More

room

for

growth

in

the

online

grocery

marketQ-commerce

market

share

inMENA

from

2018

to

2024,

bysectorQ-commerce,

or

quickcommerce,

is

aformof

e-commercethatemphasizes

convenience,

with

deliveries

typically

madeinlessthananhour.2%4%13%Inrecent

years,

asmore

MENA

consumers

optforhomecooking

insteadof

takeouts,online

grocery

haseaten

away

atfood

delivery’s

share

of

the

overall

q-commerce

market.21%Theshift

from

takeaway

foods

andprocessed

meals

coincideswith

increased

awareness

of

healthand

wellness

amongMENA

consumers,

with

greater

demand

forhealthygroceryproducts

aswell

as

veganandvegetarian

options.97%95%85%73%2018201920202024*FooddeliveryOnlinegrocery10

Notes:MENA;

2018

to

2024;

*

forecastSources:

Redseer;ID:1285888;

Text:Gulfood;

PwCOutlookKey

factorsshapingthe

food

retail

industryinMENA123Is

thereabehavioral

shiftinconsumer

How

dofood

shopping

habitschangeWhat

are

thecurrenttrendsinonlinefood

shopping?spending

after

thepandemic?during

Ramadan?MENA’sfood

retail

industryhasseen

abehavioral

shiftinconsumer

spendingsincethepandemic,with

peoplepreferring

to

eat

inratherthan

dineout.Fresh

meat

and

produce

were

amongconsumers’

topspendingpriorities

in2023,

while

lesswas

invested

inout-of-home

eating

and

food

delivery.Food

spendingtendstoincrease

insomecountries

duringRamadan,asitisamonth

when

families

andfriendsgatherover

“iftar.”O(jiān)nlinegrocery

shoppingisafavorable

option

formanyconsumersduringfasting

hours.Onlinefood

shoppingishere

to

stay.Food

delivery

appsareadapting

totheever-changing

nat