Health, Digital, and Value: How Saudi Arabia and the UAE Are Redefining Consumer Behaviour in 2025? 

The consumer landscape in Saudi Arabia and the UAE is undergoing one of its most dynamic transformations in decades. As the two largest economies in the Middle East, both countries are setting the tone for how people spend, shop, and engage with brands in an era defined by financial awareness. 

 In 2025, Saudi and Emirati consumers are showing sharper price sensitivity, stronger health priorities, and improved digital expectations than ever before. 

 These evolving preferences are reshaping not only retail and e-commerce but also the opportunities available for foreign investors exploring business setup in Saudi Arabia and the UAE.

1. Economic Pressures and Smarter Spending 

Rising living costs continue to influence household decisions across both markets. The 2025 regional consumer report shows that nearly half of surveyed consumers in Saudi Arabia and the UAE list the cost of living as their top concern.

As a result, spending habits are shifting toward value-driven consumption, with growing demand for smaller pack sizes, promotions, and flexible pricing. This trend has direct implications for international brands considering business expansion in these two Gulf regions. 

Businesses that can balance affordability with quality are likely to capture market share faster than those relying solely on brand prestige. Loyalty programs, dynamic pricing, and “value packs” have become crucial in keeping customers engaged without diluting premium positioning. 

For investors, this shift highlights the importance of adaptable pricing strategies and localized marketing, especially in sectors such as FMCG, retail, and digital services. 

2. The Rise of Health and Wellness as a Lifestyle 

Health consciousness is now a defining aspect of modern consumer identity in both the UAE and Saudi Arabia. Over 67 percent of Middle Eastern consumers say they are worried about processed food and chemical additives.

In Saudi Arabia, the adoption of GLP-1 weight-loss medications has already reached around 11 percent of adults, underscoring the nation’s embrace of advanced health solutions. 

Meanwhile, in the UAE’s cosmopolitan centers such as Dubai and Abu Dhabi, interest in plant-based foods, clean-label products, and personalized wellness services continues to soar. The growth of digital health and fitness apps and on-demand telemedicine shows that wellness has merged with convenience and technology.  

This environment creates fertile ground for foreign health-tech and nutrition brands entering through business setup in the UAE or the KSA, aiming for fitness technology, organic food retail, or AI-powered nutrition apps. 

3. Digital Transformation and AI Integration 

Digital adoption in the UAE and Saudi Arabia remains among the highest in the world. Consumers are not only connected but increasingly expect AI-driven personalization in their interactions.

The UAE leads the region in digital maturity, with advanced e-commerce infrastructure and widespread acceptance of cashless payments. Saudi Arabia, propelled by Vision 2030’s focus on technology and innovation, is rapidly closing the gap with a booming fintech and digital entertainment scene. 

 
For foreign investors, the message is clear: successful ventures will depend on seamless digital experiences. This means integrating AI-driven personalization, intuitive e-commerce interfaces, and robust data protection.

4. Sustainability with a Local Lens 

Environmental awareness continues to grow in both Saudi Arabia and the UAE, though consumers’ actions still lag behind their intentions. Around three-quarters of respondents express concern over climate change, yet only a small percentage actively research brands’ sustainability practices.

This gap presents a strategic opportunity for companies that communicate their environmental values clearly and authentically.  For instance, Saudi Arabia’s Vision 2030 and the UAE’s Year of Sustainability initiatives encourage businesses to localize production, reduce packaging waste, and support green innovation.

New entrants leveraging Saudi business setup services or UAE sustainability frameworks can align with national goals while differentiating themselves through transparency and local sourcing.

5. The Pursuit of Convenience 

Convenience remains a decisive factor for consumers across both nations. In the UAE, over half of consumers order takeaway or prepared meals weekly, and meal kit usage has doubled in the past year.

Saudi consumers, meanwhile, are driving the expansion of quick-commerce platforms, demanding rapid delivery, flexible scheduling, and reliable online customer experiences. 

Businesses that invest in advanced logistics, AI-powered delivery optimization, and customer-centered digital ecosystems will stand out. The region’s young, mobile-first population values time-saving solutions, so innovations in last-mile delivery and personalized service offerings can yield substantial loyalty.

- Opportunity in Transformation 

The convergence of health awareness, digital transformation, and value-driven purchasing is redefining what it means to succeed in the Gulf. For investors, the UAE and Saudi Arabia represent markets where innovation meets policy support, making business setup in the UAE and the KSA long-term growth opportunities. 

As consumers demand smarter, healthier, and more personalized experiences, the businesses that listen, localize, and lead with purpose will define the next chapter of Middle Eastern commerce.