There’s a dangerous misconception spreading across FMCG boardrooms in the region.
That wholesalers and private labels are a temporary problem. That consumers are “just trading down.” That once economic pressure eases, loyalty will magically return.
It won’t.
What we’re witnessing across MEA – especially in markets like Saudi Arabia – is not a dip. It’s a structural shift. And brands that don’t react now will soon find themselves explaining how they lost relevance while still spending millions on advertising.
Consumers aren’t disloyal. They’re doing the math.
Let’s start with the uncomfortable truth.
Consumers are under pressure. Inflation, rising livin
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