For 68% of Middle Eastern and African consumers, how enjoyable or unique the product or service is, will often, to always impact product choice ᶟ. That said, consumers much like their global counterparts have become more price sensitive and reaching financial stability is a factor that is a key consideration as household incomes fell dramatically as a result of the pandemic. 69% of MENA consumers believe that the way they live has changed for the long-term due to COVID-19ᶟ.
With 57% of Saudia Arabian consumers and 43% of UAE consumers expressing concerns around personal finances². At the same time, in January of this year it was reported that 94% of people in the UAE are looking for new experiences to make them smile and laugh⁵.
Private Brands, aligning with the JOYment trend are taking centre stage such as Pick ‘n Pay in South Africa who launched their premium house brand, Crafted Collection. The newly introduced range includes infused olive oils, vinegars, preserves, and snacks serving a middle to top-end consumer who relates to flavours and feels confident using them. It is a sophisticated yet “mainstream premium” offering with decent price points. Woolworths South Africa added sweet potato churros with salted caramel to their Private Brand range. Considered an impulse category driven by emotions – this sweet and sticky sensory delight adds a new layer of joy with this unusual ingredient pairing.
So too, JOYment can be positioned around the shopping experience for consumers. In Carrefour UAE, Tokinomo a merchandising retailtainment solution was introduced that uses interactive shelf advertising robots, incentivising in-store promotions from drinks to detergents, coffee, and beauty products.