Digitalization, sustainability top priorities of Middle East consumers

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  • PwC Middle East claims consumers in the region value digitalization and sustainability the most

  • 58% of Middle-East consumers say they have become more optimistic about the economy

Accounting firm PricewaterhouseCoopers’ regional arm PwC Middle East, in a survey, claimed that consumers in the region value digitalization and sustainability the most, said local reports on Monday, June 28.

The official name of this, the 2021 Global Consumer Insights Survey, is “More digital and sustainable: post pandemic priorities for Middle East consumers.”

It takes a look at how consumer behavior has changed as a result of Covid-19, said the local reports.

The survey said confidence was rising across the region, with 58% of Middle-East consumers confirming they have become more optimistic about the economy, which has been ravaged by headwinds from lower oil prices and diminishing oil demand — due to both the Covid-19 pandemic and its lockdown as well as a global shift towards cleaner sources of energy.

One key consumer trend accelerated by the pandemic is an accelerated shift to online and mobile shopping, said the local reports.

Apparently, 67% of regional consumers believe they have become more digital during the pandemic, compared to 51% of global consumers. That number is as high as 72% in Egypt, said the reports.

However, the PwC survey also found that in-store shopping is still reportedly important as part of multi-channel retail strategies.

One interesting find that PwC reportedly made is that price-sensitivity is increasing in the Middle East, with 57% consumers indicating that they have been more price-oriented during the pandemic, while 66% said they have been focused on saving.

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