Consumers are more brand-aware than ever, and seek superior quality at more affordable price points.
The GCC region, home to one of the world’s youngest populations, has long been known for its fast-evolving consumer behaviour. Over the past few years, several forces, most notably the pandemic, have accelerated a deep shift toward e-commerce, mobile payments, and experiential retail. At the same time, rising economic confidence and a digitally fluent youth segment have reshaped expectations of luxury, convenience, and loyalty.
Today’s consumer landscape is dynamic, blending global aspirations with local authenticity and a growing sustainability consciousness. Across markets from Riyadh to Dubai, the fusion of tradition and technology is redefining how people discover, interact with, and purchase from brands. And as governments push toward ambitious digital and sustainability visions, such as Saudi Vision 2030 and UAE Centennial 2071, retailers must adapt to a mindset where efficiency, personalization, and purpose guide decision-making.
According to Hemal Soni, Managing Director of Initials Middle East, the pace of change has transformed not only where consumers shop but how they discover and evaluate brands. “Discovery today is fragmented across social platforms, search, and community-led spaces,” she told Communicate.
This shift is also reflected in how brands communicate. As Nourhan Hossam, Creative Lead at The Hanging House, explains to Communicate: “Brands are leaning into user-led storytelling, partnering with regional creators, localized content, and community-first campaigns. The most successful ones aren’t just talking to the audience; they’re creating with them.”
A recent report by Grand View Research highlights how brands are investing heavily in mobile-first platforms, AI chatbots, and digital wallet integrations such as STC Pay, Apple Pay, and Payit. GCC shoppers now expect one-click checkouts, predictive search, and machine-learning-powered recommendations.
At the same time, consumers across the region are displaying a unique “value barbell” behaviour, balancing affordability with aspiration. On one end, families are prioritizing budget-friendly essentials amid inflationary pressures; on the other, demand for premium, high-quality, and exclusive experiences continues to grow.
This has given rise to the “accessible premium” formula, where consumers are more brand-aware than ever, and seek superior quality at more affordable price points. For example, Saudi Arabia’s high-income youth segment continues to fuel luxury apparel and cosmetics, while value-driven households in Oman and Bahrain turn to private labels and multi-buy promotions.
Despite globalization, local culture remains a powerful force shaping consumer behaviour. Key periods such as Ramadan, Eid, and National Days trigger surges in retail activity across food, fashion, gifting, and electronics.
In parallel, environmental and ethical consciousness is becoming a decisive factor in purchase choices. Consumers are gravitating toward brands that reflect their values, those that commit to eco-friendly packaging, responsible sourcing, and carbon-neutral operations. This trend is particularly strong among younger audiences who associate sustainability with modernity and trust.
Another major shift is the rise of seamless omnichannel expectations. GCC shoppers no longer view online and offline as separate experiences; they expect frictionless movement between both. Physical stores are transforming into experiential hubs with personalized services, immersive displays, and digital self-checkout options. Meanwhile, online platforms are leveraging AI to replicate the warmth and personalization of in-store interactions.
Nourhan Hossam notes that this experiential shift is intertwined with a deeper cultural and behavioural change: “We’re seeing a rise in personalized, culturally relevant experiences from interactive retail to accessible luxury. The driver? A consumer who seeks agency, not aspiration. They want to shape the experience, not just consume it.”
Sony adds that to stay relevant in the GCC’s rapidly evolving marketing landscape, brands are prioritizing connected experiences that unify online and offline channels while emphasizing storytelling.
“By adopting data-driven omnichannel strategies and investing in personalization, brands can create a seamless connection between awareness and conversion,” she said.
Trust has also emerged as a critical behaviour. With over 90 percent of GCC consumers shopping and researching online, trust is everything. Audiences are wary of over-produced influencer content and algorithmic ads. They crave transparency, purpose, and brands that tell real stories.
“Today’s audiences are incredibly savvy on social, and they can easily differentiate authenticity from advertising,” Soni explained.
“The best way for brands to connect is to keep the audience at the heart of content, making every post feel genuinely relevant rather than brand-focused. It’s also vital that content feels native to each channel’s culture instead of being copied and pasted. Long-term partnerships with creators are essential for truly becoming part of the social ecosystem.”
Payment and delivery expectations further illustrate the diversity of behavior across GCC markets. Flexible payment solutions such as Buy Now, Pay Later are rising rapidly, especially among younger shoppers.
Reflecting on broader behavioural shifts across the region, Soni noted: “Consumers today are busy and distracted, actively seeking brands that simplify their journey. With shopping now spread across online discovery and in-person comparisons, brands need to map the entire path to purchase more effectively.”
In a crowded market full of aggressive offers and rapid service, success demands more than surface-level tactics. The true differentiator lies in creating connected experiences, using personalized recommendations and data-driven strategies to make every consumer feel seen and valued.
Ultimately, across the GCC, the “experience economy” has become the heartbeat of consumer behaviour. Purchasing decisions are no longer defined by ownership, but by emotion. Brands that create immersive, meaningful, and memorable experiences — through storytelling, design, and personalization — are the ones winning loyalty. Today, how you make consumers feel matters more than what you sell.
