MENA spending patterns - where does the money go?

Mona Ahmed, Asli Kokcu Peksen and Ghaida Fatany

Comparative assessment of spending motivations and patterns in KSA, Tunisia and Egypt, in light of current economic dynamics, with special focus on KSA

Preface

The Inflation wave is hitting full force in the Middle East and North Africa region (MENA), at a time when the political scene is not holding strong grounds. Anxiety levels are surging. People are torn between their dreams and aspirations and the need to sustain existing living standards, driven by their limited means. 'How are people reacting and coping differently or similarly across the region?' and 'How will this impact the business?'

Building on previous success in the "Wallet" exploration in Egypt in 2015-16, the journey extends to the Kingdom of Saudi Arabia (KSA) and Tunisia, aiming to draw a macro view through a comparative evaluation of spending patterns throughout. The "Wallet" regional version will give actionable and relevant insights that will help tailor both regional and market-centric strategies, with special focus on KSA.

Introduction