Global inflation is at its highest rate in years. This trend was already front of mind in the MENA (Middle East and North Africa) region, where prices had started to rise in early 2021, driven by soaring demand for goods as the economy rebounded, disruption in global supply chains and increasing energy prices. In Saudi Arabia for instance, housing and utility bills were impacted first, followed by food, due to a 10% surge in the cost of vegetables.
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June 2, 2022Consumers in MENA choose cheaper as inflation bites
Brands must support consumers’ coping strategies, while innovating boldly to avoid losing shoppers.
