Survey shows UAE residents ditching big brands and flashy labels when shopping

Buyers in the country prefer value and personalisation, not just famous names

- JUSTIN VARGHESE Your Money Editor

Summer sales are around the corner, but for UAE retailers, there's a new trend that's impossible to ignore: most shoppers today don't care about brand names.

That's right — according to a new survey by SAP Emarsys and Deloitte, 65 per cent of UAE consumers say they no longer pay attention to the brand when buying consumer goods, as long as the product meets their needs.

"Today’s consumer landscape is shifting faster than ever, and brands must navigate this terrain with agility and insight," said Marwan Zeineddine, Managing Director of SAP UAE.

Rising cost of living

Even Gen Z, once seen as the most brand-conscious group, is shifting: 61 per cent of young shoppers in the UAE say they buy what works, not what carries a label.

What’s more, 67 per cent of shoppers have switched to store-brand or “own-label” alternatives to save money, showing that value now trumps loyalty in the average shopping cart.