FMCG sector in the Middle East and North Africa - statistics & facts

 FMCG sector outlook

  However, the FMCG sector in the region is not without challenges. In recent years and before the COVID-19 pandemic, the region has faced several challenges, namely the decline in oil prices, geopolitical instability, and the rapid evolution of digital technology. Consumers have also become less loyal to brands and more demanding. They are expecting more convenience, more health-oriented options, and locally sourced products. The push for more convenience has created an opportunity for e-commerce to grow. The pre-COVID-19 share of online retail in the GCC was forecasted to reach around 12 percent by 2025. For these reasons, brands must invest in digital analytics to meet rising customer expectations. More than a third of respondents in a survey believed the retail industry was the ripest for digital change among other consumer industries.     

How the coronavirus is changing the FMCG landscape

  The COVID-19 pandemic has shifted trends and lifestyles around the world; the FMCG sector in MENA was no exception. The shift to online and mobile shopping has accelerated, with more than half of consumers in a survey stating that they expect their online shopping frequency to increase as a response to the pandemic. On a category level, more consumers are shifting towards increased online shopping in categories such as grocery, food, and beverages, while products such as shoes, apparel, and accessories witnessed a decrease. Moreover, because of extensive vaccination programs, consumer confidence is rising across the region. Despite that confidence, COVID-19 has impacted consumer behavior and these changes are likely to stay.

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