Understanding

the New Normal

Coronavirus Consumer Pulse

Kingdom of Saudi Arabia
Week 4

July 2021
We are exploring two key questions

What does the future hold?

1 What are peoples’ hopes and expectations as we
come out of the crisis, and which new feelings,
needs & behaviors will most likely stick?

How are people adapting?

2 How are peoples’ feelings, needs and behaviors
changing during and after the crisis?

2
Research design

Fieldwork Sample Size Sample specifications

15-minute questionnaire Total = 2065 362 178

Fieldwork – Week 4
Country: Kingdom of Saudi Arabia
City- Riyadh : 240, Jeddah : 163,
Dammam : 76 , Other : 61
Week 1 = 510
Week 2 = 514 Age groups –16-35 years : 318, 35-50
Week 3 = 514 years : 185, 51-65 years : 37
Week 4 = 540
Nationality – Saudi Nationals : 328,
Expat Arabs : 104, Expat Asians : 105

3
How far are we from normal?

4
Consumers perceive the economic condition of the country as more stable despite
their family’s financial condition being worse off

Week 1 17% 33% 48% 2%

Week 2 26% 26% 47% 1%

Week 3 28% 26% 45% 1%

Week 4 26% 25% 45% 4%

Average 24% 28% 46% 2%

Worse The same Better No answer

Economic Condition of Country

Week 1 33% 42% 25% 1%

Week 2 37% 44% 18% 1%

Week 3 38% 38% 22% 1%

Week 4 38% 41% 19% 2%

Average 37% 41% 21% 1%

Worse The same Better No answer

56% consumers indicate they are spending more

Economic Condition of Family than usual overall.

Base size: Total = 2065, Week 1 = 510 , Week 2 = 514, Week 3 = 501, Week 4 = 540

5
However, they are equally positive about improvement in the economic state of the
country and household over the next year

Week 1 20% 32% 46% 3%

Week 2 26% 36% 36% 2%

Week 3 29% 31% 38% 2%

Week 4 21% 34% 41% 3%

Average 24% 33% 40% 2%

Bad So-so Good No answer

Economic Condition of Country over the next year 65% consumers perceive things will improve
compared to now 5 years in the future (Average)

Week 1 21% 30% 46% 4%

Week 2 23% 32% 41% 4%

Week 3 23% 29% 43% 5%

Week 4 20% 28% 47% 5%

Average 22% 30% 44% 4%

Worse The same Better No answer

Only 38% consumer demonstrate interest in

Economic Condition of Family over the next year spending on durable goods over the next year
Base size: Total = 2065, Week 1 = 510 , Week 2 = 514, Week 3 = 501, Week 4 = 540

6
The positive sentiments are also reflected in consumers being less worried currently
compared to the last 4 weeks (The difference in scores is directional, not significant)

Overall Average Week 4 Scores

Coronavirus
64% 60% While 38% of all respondents in the survey over the
past 4 weeks have been Expat Arabs & Expat Asians,
Immigration continues to be amongst the lowest
worry triggers from the list.

55% 55%
Average – 24%, Amongst Expat Arabs – 22%,
Value Added Tax (VAT) Amongst Expat Asians -29%

52% 48%
While KSA consumers are not very sustainable in
Increase in diseases their choices, they demonstrate some concern for
climate change and protecting the environment.
Climate change–26%, Protecting environment–28%

Economic Condition
47% 45% At a personal level, consumers are worried about
their health & health of people around. Impact on
country’s economy & in turn on financial condition

44% 41%
of their household is also a notable trigger.
Unemployment My health – 51%, Health of others – 47%

Base size: Total = 2065, Week 1 = 510 , Week 2 = 514, Week 3 = 501, Week 4 = 540
KSA – Top Box Scores

7
How are people adapting & how can brands
help?

8
People are changing their habits and behavior, most importantly their personal
hygiene habits and how they are spending their time

78% 62%
Consumers indicated they spend more time cleaning and Consumers indicated they spend more time looking after
disinfecting their homes their family than before

2O%
Consumers indicated they continue to stock up on non-

66%
Consumers indicated they are spending more time
cooking at home perishable food (cans, tuna, etc.)

How consumers are spending time Places consumers are avoiding

77% 69% 68% 65%

Watching films,
68% 66% 64% 64%
Browsing Watching Staying in touch Parks Shows, concerts Gyms, sports Movie theaters
Internet with friends, family TV series, drama
Videos Online centers, etc.

Higher proportion of consumers (77%) indicated they are spending more time on YouTube. Most consumers are watching
recipe videos, documentaries/ scientific programs, tutorials/ DIY videos and seeking help for their children’s homework.
Base size: Week 4 = 540
KSA – Top Box Scores

9
While they continue to stock up supplies and prefer shopping in store, there is scope
for new brands to develop a loyal cohort of consumers

48% consumers continue to stock products for 2-3 weeks, close to the average 47% over the last 4 weeks. Consumers
also indicated the following products are unavailable for purchase - Personal hygiene products/ disinfectants, cleaning
agents/ detergents and fresh food (fruits, vegetables, etc.)

Consumer Shopping Habits Difficulties consumers are facing Shopping habits after the crisis
In store Queue to enter store 46% Purchase usual
brands
Online & in store Long checkout lines 44%
Purchase new
7% Online Higher prices 39% brands
Out of stock items 30%
35%
Don't prefer brands 28%

53% Store was closed 21%

40%
No delivery 18%
65%
Don't trust store,
17%
website
None of these 14%

Base size: Week 4 = 540

KSA – Top Box Scores

10
Additionally, they are seeking flexible delivery options, expedited customer service
and at a hygienic setting at retailers
Consumer expectations from Online Retailers
Delivery – Free and fast home delivery,
1 option to click and collect
Customer Service & Support – Speaking to
2 employee via video, Skype or phone
Hygiene – Staff not touching things with
3 bare hands, wearing protective masks
Stock – Transparency about product
4 availability or stock guarantee
Others – Different payment methods,
5 restrictions on key items people can buy
Base size: Week 4 = 540
KSA – Top Box Scores
Consumer expectations from Offline Retailers
Hygiene - Staff not touching things with
77% 1 bare hands, wearing protective masks 85%
Time slots for certain groups – Exclusive
69% 2 slots for elderly, key workers 69%
Delivery – Free and fast home delivery,
65% 3 option to click and collect 61%
Stock – Transparency about product
59% 4 availability or stock guarantee 59%
It is ok for businesses to advertise their
5 products in the current situation 57%
11
Thank you
Harinder Kour
harinderkour.imnu@gmail.com
+971-505908848

12