Executive Summary
Our first country-level survey of consumer attitudes in Qatar launches a regular series that will track shopping behaviour in one of the Middle East’s leading economies. These findings form part of PwC’s Global Consumer Insights Pulse series, allowing retailers, investors and policymakers to compare Qatar with wider regional and worldwide trends.
In this report we uncover what is motivating consumers in Qatar. We probe into trends and behaviours adopted in the country and compare them to their Middle East and global counterparts
The survey outlined that consumers in Qatar are:
Young with the majority in their twenties and thirties
At ease with cross channel shopping, switching between in-store and online retail channels
Often more conscious of environmental and social factors than their peers in other global regions.
Consumers in Qatar also have their own local identity and take pride in supporting their country when buying domestic brands or products.
Our main findings are:
Whilst the numbers of shoppers in store is rising there has been a change in consumer behaviours as a result of the pandemic.
- 74% of Qatar consumers are shopping more online as a result of the pandemic
- Only 21% cite rising price of groceries as their top concern when shopping in store lower than their global counterparts
- Convenience is becoming increasingly apparent for Qatar shoppers
- 67% favour retailers with efficient collection or delivery services
Consumers in Qatar are prepared to pay more for locally produced products
59% of consumers in Qatar are expected to be present at their place of work
72% expect to take an international flight and 62% are planning to go to a sporting event
- 68% would always or often recommend a company or brand based on environmental considerations
- 57% would recommend a brand or product for social reasons
- 71% trust a brand or product if it has strong ethics and personal data protection
- 60% make recommendations based on a company’s corporate governance
- 62% expect companies to be open and transparent
Conclusion
Consumers in Qatar are thinking local, regional and global
Post pandemic consumers in Qatar continue to become more confident about engaging in everyday activities, favour in-store and online retailers who provide efficient delivery; they will pay more for locally made products; and take environmental, social and governance (ESG) issues more seriously than the global consumer, when buying a brand or product.
Yet as the survey results confirm, Qatar’s consumers also have their own local identity; not least, their pride in supporting their country when buying domestic brands or products. All these perspectives – local, regional, and global – add up to a consumer market that demands close attention as Qatar cements its place in the global economy.
About the survey
This Qatar report references the equivalent findings of the following PwC global and Middle East (KSA, UAE and Egypt) Consumer Insights surveys:
- June 2022 Global Consumer Insights Pulse Survey
- Both these surveys, and this Qatar survey, were undertaken by PwC Research, our global centre of excellence for primary research and evidence-based consulting services.
Of the 156 consumers questioned in Qatar 63% were male. Overwhelmingly, 89% were working and of this number 73% were in full time employment. Only 10% were over 45 years of age
Contact us
Bassam Hajhamad
Qatar Country Senior Partner and Consulting Lead, PwC Qatar
Tel: +974 3369 9871
