What: MENA’s consumer products market is growing rapidly, driven by digital transformation, evolving consumer expectations, and a focus on value and trust.

Why it is important: The evolution of consumer expectations in MENA is compelling brands to adapt, reinforcing the importance of trust, convenience, and digital engagement in retail success.
The Middle East and North Africa region is establishing itself as a dynamic force in global consumer products, with the UAE and Saudi Arabia leading robust growth in both volume and value. The market, valued at over $450 billion in 2024, is projected to reach $650 billion by 2030, reflecting a 5% annual growth rate. This expansion is fueled by strong regional fundamentals and a resilient consumer base that increasingly prioritises convenience, trust, and relevance. E-commerce is gaining significant traction, particularly in the UAE, where online sales are expected to account for up to a quarter of retail by 2030. As consumers become more selective, brands are rewarded for delivering value and aligning with local values and identities. The report underscores the necessity for CPG companies to rethink growth strategies, streamline operations, and leverage digital tools and AI to remain competitive. Success in this evolving landscape will depend on bold leadership, disciplined execution, and a deep understanding of the unique demands of MENA consumers.

IADS Notes: In May 2025, the Gulf’s luxury market outperformed global trends through strategic digital transformation and local engagement, while October 2025 saw Chalhoub Group accelerate e-commerce and omnichannel innovation in Saudi Arabia. January 2026 reports from Euromonitor and December 2025 analysis by Alix Partners confirmed the shift toward value, trust, and wellbeing, with October 2025 industry coverage emphasising the necessity for brands to uphold core values and build genuine communities to secure lasting consumer loyalty.

Bain & Company releases Middle East consumer products report 2025