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Campaign ME
7 hours ago
- Campaign ME
Saudi Gen X consumers: ‘Most powerful, under-recognised' consumer spending force
Generation X (Gen X) has been recognised as the most pivotal force in global consumer spending, and especially in Saudi Arabia, according to the latest report by NielsenIQ (NIQ) in partnership with World Data Lab (WDL). Marketers, manufacturers and retailers still have a few years left to capture the highest possible share of the Gen X wallet, but they must pivot their strategies now to maximise incrementality, the report suggests. 'Generation X is emerging as a powerful, yet under-recognised consumer force, particularly in Saudi Arabia,' says Pavlos Pavlou, NielsenIQ KSA Managing Director. 'This generation represents a key segment for premium, AI-integrated, wellness-enhancing, and ethically positioned products. They value convenience, credibility, and control, making them ideal targets for brands delivering smart, health-centric, and sustainable solutions.' Findings from Gen X research in Saudi Arabia The X Factor report highlights that in Saudi Arabia, 17 per cent of Generation X consumers are able to spend freely without worrying about their finances, while 57 per cent live comfortably and are able to buy things they want, even if they aren't essential. In fact, the report suggests that 59 per cent of Gen X consumers treat themselves by upgrading to a premium brand product compared to a cheaper alternative. Additionally, Gen X consumers in Saudi Arabia like to stay ahead of the curve, look at new products and also inform others about them. 17 per cent of Gen X are innovators and like to be the first to try new things, while 30 per cent qualify as early adopters. 33 per cent of Gen X are considered mainstream consumers who sometimes try new things but don't go out of their way to seek them. who sometimes try new things but don't go out of their way to seek them. 20 per cent are more traditional in their spending habits – seldom try new things – refrain from taking the risk to buy something that may not work out. Consumer attitudes toward brands In Saudi Arabia, 33 per cent of Generation X consumers are brand agnostic buyers as they purchase what they need, without thinking deeply about the brand it comes from. Meanwhile, 28 per cent of Gen X are small brand sympathisers who don't go out of their way to buy specific brands; all things being equal, they prefer to buy small brands. Moreover, 23 per cent prefer to buy from well-known large brands whenever they can such as major national brands or store-brand/private label products. The report also highlights that 73 per cent of Saudi consumers prefer to purchase products that are energy-efficient or have a low cost to run, while 68 per cent are willing to switch retailers or service providers to access more sustainable options. Also, 70 per cent of Saudi Generation X consumers also stress a lot about choosing and preparing what to eat every day, with as many as 74 per cent using the intake of supplements and vitamins to support their health. In terms of product recommendations, 55 per cent of Gen X would accept a recommendation from their AI assistants such as Siri, Alexa or Google Assistant. While 49 per cent of Gen X regularly use a wearable device that autonomously tracks and learns their buying behaviours, 46 per per cent of Saudi Gen X consumers stated that they've purchased a product or service that they only experienced through augmented reality (AR) or virtual reality (VR).
Middle East Eye
11 hours ago
- Middle East Eye
Saudi Arabia behind on desert ski resort and may not be able to host 2029 Asian games
Saudi Arabia is falling behind on the construction of a desert ski resort and has held internal talks about finding an alternative country to host the 2029 Asian Winter Games, according to a new report by the Financial Times on Thursday. The FT, citing five sources familiar with the project, claimed that construction of the ski resort Trojena is facing mounting engineering and logistical challenges. Trojena is part of Neom, the $500bn city in north-western Saudi Arabia. It is set to include ski slopes on top of luxury hotel roofs, a 3km-long, man-made lake filled with freshwater, and a hyper-modern hospitality and entertainment complex carved into the mountainside, known as The Vault. However, several sources said that the project will not be completed in time to host the 2029 Asian Games unless its budget is significantly increased. The Vault in particular requires huge amounts of rock to be blasted out. Sources told the Financial Times that 3,000 tension cables need to be driven into the remaining rock walls before any construction can start. New MEE newsletter: Jerusalem Dispatch Sign up to get the latest insights and analysis on Israel-Palestine, alongside Turkey Unpacked and other MEE newsletters However, contractors are only able to install one cable per day - which could mean The Vault takes eight years to build. Trojena, which is 2,600m above sea level, is due to have 30km of ski runs available between December and March each year. While there is some snow in the area, it is rare, and so the resort will rely completely on artificial snow. That snow will be produced from water pumped from the Gulf of Aqaba, which is 200km away. The water supply would also fill an artificial lake. However, the lake would need water to flow into it at full capacity for at least two years. That has not yet begun, and neither has the construction of Trojena's main desalination plant. It means that the schedule for delivering key parts of the project ahead of the 2029 Asian Games could be extremely tight. Currently, water is transported to Trojena for drinking and construction needs via tankers. There are no permanent rivers in Saudi Arabia. Neom scaled back amid budget constraints Three sources said that Saudi officials had discussed approaching either South Korea or China to take over hosting the 2029 Asian Games. The hope would be that Saudi Arabia could host it four years later. Chinese and South Korean officials denied having held any talks with Riyadh on the matter. Former employees of the project told the Financial Times that contingency plans had been put in place to deliver the 2029 event, even if all the elements of Trojena were not ready. Saudi Arabia reviewing Neom projects, citing 'limited resources': Report Read More » Neom is also intended to include a 170km straight-line city, an eight-sided city that floats on water and other grandiose projects. The straight line city has since been scaled back, with only 2.4km to be completed by 2030. Saudi Arabia's finances have been significantly strained by a fall in crude oil prices, which currently sit at around $66 per barrel. In addition to the various Neom projects, Saudi Arabia will also host the 2034 Fifa World Cup, as well as the 2030 World Expo. Both events will require costly infrastructure, and may force the kingdom to scale back other grand projects. The sporting and entertainment projects form part of Crown Prince Mohammed bin Salman's flagship Vision 2030 scheme, which aims to modernise the kingdom and diversify its economy away from reliance on oil. The Saudi government has been accused of forcibly displacing members of the Howeitat tribe, who have lived for centuries in Tabuk province, to make way for Neom. At least 47 members of the tribe were arrested or detained for resisting eviction. In April 2020, activist Abdul-Rahim al-Howeiti was shot dead by security forces shortly after making videos protesting against his eviction to make way for the megacity.
Sharjah 24
11 hours ago
- Sharjah 24
"Hal wa Tarhal"… Off we go to Brazil
The Mleiha Youth Center witnessed the launch of the first virtual flight, bound for Brazil. Targeting 77 members from various Sharjah Youth Centers, the trip offered an exceptional learning experience through the pages of books. Readers became travelers, and the pages became destinations. The trip opened up broad horizons for them to learn about the lives of the Brazilian people, their customs, and traditions, as well as to discover their culture and most prominent arts. Sharjah Youth participants learned about the unique elements of Brazilian daily life in an interactive atmosphere through the "Letters from Rio" workshop. During a creative art workshop, they learned about the scarlet macaw, one of the most important environmental symbols and the most beautiful tropical birds, embodying the biodiversity of South America. They enjoyed its vibrant colors, which play a pivotal role in artistic carnivals. In the "A Flavor of Brazil - Queijo" workshop, participants learned about the most popular Brazilian dishes and the skills needed to prepare famous dishes. They also learned the secrets of preparing distinctive Brazilian and Colombian coffee and tasted their unique flavors. Reading sessions included a selection of stories and books that shed light on important aspects of Brazilian culture and popular heritage through the enjoyment of reading. In a unique cultural experience, members of the Sajaya Girls of Sharjah will learn how to make fresh pasta in an exceptional way that enhances teamwork skills, as well as discover the secrets of Italian cuisine in an interactive atmosphere held this Thursday evening at Italiere, in the Muwailih area of Sharjah. They will also view information cards about Italian history and educational reading sessions about the most important milestones in Italian culture, completing their journey through practical, applied knowledge in an atmosphere that combines creativity, fun, and deep learning. On Saturday, August 23, 2025, Sharjah Children will participate in the final journey, starting from the Children's Center in Helwan, to the Kingdom of Saudi Arabia. This journey will include a series of innovative cultural, artistic, and reading workshops. During these workshops, they will travel to the landmarks of Saudi Arabia's rich heritage through engaging storytelling book reading workshops. They will also participate in the Our Saudi Kitchen workshop, which will provide them with the opportunity to learn how to make famous Saudi foods and coffee-making skills. They will also participate in the Sadu weaving workshop, where they will learn about the most prominent Saudi crafts and the skills of weaving Saudi Sarood fabrics.
