The event presented the key takeaways from the latest wave of Toluna’s Global Consumer Barometer, highlighting consumer preferences across UAE and KSA and underscoring the importance of agile strategies in the fast-paced regional market landscape.
Recently, Toluna has hosted its annual Simply Smart in Dubai for the second year. The event brought together industry experts and thought leaders to discuss the latest trends and insights in consumer behaviour and how brands are facing market challenges.
The event featured a panel of executives from well-known regional and global players, including Beatriz Benedetti, Head of Marketing and Innovation at BRF; Sabreena Jamal, Research Manager and Quantitative Lead at Publicis Groupe; and Oscar Jamhouri, CEO BXG. Toluna MEA was represented by Georges Akkaoui, Enterprise Account Director, Manisha Juneja, Market Research Lead, Maria Padmanabhan, Business Development Manager, and Marco Gastaut, Managing Director Italy, Spain, MEA & Chief Sales Officer DACH.
Manisha Juneja delivered the main findings of Toluna’s Barometer Wave 22, revealing that survey respondents, particularly in the UAE, are prioritizing personal financial security and actively saving money. As a result, they are postponing major expenses and planning to reduce non-essential spending in the coming months. To counteract the effects, brands are advised to implement smart pricing strategies, such as offering smaller packaging options, to cater to consumers’ cost-saving preferences.
The report also emphasized the importance of loyalty programs in engaging customers and providing cost-saving benefits and maintaining their market share. Another highlight brought forth by the Barometer is an emphasis on sustainability among consumers in the UAE and KSA. More than 25% of respondents mentioned they refrain from investing in brands they deem detrimental to society and the environment, surpassing the global average. This follows from the region’s growing awareness of sustainability in the context of the UAE’s goal of reducing its greenhouse gas emissions to ‘net zero’ by 2050.
The research also unveiled that over 40% of consumers had recently tried a new brand, product, or service. This highlighted consumers’ propensity to switch brands, emphasizing the need for businesses to establish customer loyalty. Furthermore, 25% of consumers expressed dissatisfaction with the current level of innovation, signalling unmet needs and areas for improvement. Juneja commented, “Brands are advised to invest in innovation, creating unique value propositions that enhance customer loyalty in the market and to prioritize sustainable measures to effectively engage with consumers and enhance their brand reputation. We encourage them to conduct in-depth research to gain a deeper understanding of consumer preferences and adapt their products and services accordingly, ensuring they meet evolving consumer needs and retain their market share”.
