The MENA FMCG Market Accelerates: Consumers Return to Shopping Despite Inflation
According to NielsenIQ data, FMCG sales volume in the region grew by 2%, with prices increasing by 4%, bringing the total market size to $58 billion.
Despite inflationary pressures, consumption is recovering faster than in Europe. Moreover, 95% of shoppers are adapting their purchasing habits, and 46% of households in the region report an improvement in their financial situation — significantly higher than the global average of 30%.
Consumers are employing various cost-optimization strategies:
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32% are giving up certain product categories,
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66% are actively taking advantage of promotions and special offers,
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40% aim to reduce waste — including by shifting to online channels.
“Shoppers in the region see their purchases as investments. They are willing to pay more — but for real value, organic and natural products, convenience, and sustainability,” noted Andrey Dvoychenkov.
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