10 Things You

Need To Know

About Women In

MENA

Women are one of the most powerful consumer segments in the world. Not

only does their influence extend across major categories, they are also the main

influencers when it comes to purchase decisions relating to the household.

Their strength as a consumer segment is also evident in the MENA region. As

such, in order to harness the potential that can come about from understanding

this segment in MENA, Ipsos launched “She Speaks”, the most comprehensive

syndicated research effort studying women in the region, shedding light on their

attitudes, aspirations, lifestyles and behaviors, thus providing a holistic

understanding of this segment across various aspects of their lives.

Conducted between January and June of 2016, “She Speaks” covered 9 markets

in MENA, and this report highlights the 10 Things You Need To Know

About Women in MENA, focusing on key insights into their lives, which in

turn enable brands to better understand and engage with an extremely

important segment in the region.

Introduction:

“The 10 Things You Need to Know

About Women in MENA”

92 Qualitative Focus Groups 120 Consumer Immersions

9 Countries Across MENA (KSA, Kuwait, UAE, Iran, Morocco,

Egypt, Iraq, Jordan, Lebanon)

How We Did It All?

13,500 Quantitative Interviews 30 Minute Face To Face Interviews

Females Aged 15-54 Years

SHE SPEAKS:

A Note on

10 Things You

Need To Know

About Women In

MENA

8 in 10 are RESPONSIBLE for

carrying out shopping

for the HOUSEHOLD

The female head of household is completely trusted

when it comes to household shopping as ultimately,

she is the person who best understands her family's

needs, and is also the most knowledgeable when it

comes to available offerings in the market.

94%

93%

91%

89%

79%

69%

56%

55%

46%

Egypt

KSA

Kuwait

UAE

Lebanon

Iran

Jordan

Morocco

Iraq

In Many Markets,

She Is The Designated

Household Shopper

Results based on Female Heads of Household

Whether it’s her influence on brand selection, or her involvement in the actual purchase of household

products, the woman’s role in selecting products for the household is substantial.

93%

FOOD &

BEVERAGE

96%

PERSONAL CARE

PRODUCTS

89%

HOUSEHOLD

APPLIANCES

88%

FURNITURE &

ACCESSORIES

Her Involvement In Household Purchase Decisions Extends Across

Many Categories

% Involved

Results based on Female Heads of

Household

Nonetheless, She Does Not

Generate Her Own Income

Despite her influence in household decisions, she

remains reliant on the men in her life for financial

support, be it for household related purchases, or

for her own personal use.

Depend on Receiving an

Allowance as a Primary

Source of Income

7 in 10

83%

82%

81%

76%

65%

59%

52%

45%

41%

Iran

Iraq

Jordan

Egypt

KSA

Lebanon

Morocco

UAE

Kuwait

Sources of Income

Income

Allowance

Both

None

16%

66%

8%

10%

Those Depending on an Allowance

as a Source of IncomeBy Country

Therefore, Product Selection Is All About Value For Money

Her financial dependence often has implications on her shopping behavior. While Gulf countries remain more

focused on quality and brand name when it comes to product selection, other countries are more price

sensitive and thus more likely to look out for offers and promotions to minimize financial pressures.

KEY

SELECTION

CRITERIA

CHOOSE PRICE

OR OFFERS &

PROMOTIONS

45% CHOOSE QUALITY

OR BRAND NAME

55% 66%

62%

57%

54%

53%

52%

52%

51%

43%

34%

38%

43%

46%

47%

48%

48%

49%

57%

KSA

Kuwait

Iran

Morocco

Iraq

Lebanon

Egypt

UAE

Jordan

Quality/Brand Name Price/Offers & Promotions

She Is Not Always Loyal to Brands, and Is

Willing to Explore

Her loyalty towards brands is not necessarily strong, with an equal split between those

always sticking to their brands, and those who don’t. However, she is more likely to

keep an eye out for the best offers and deals that she can find, something that makes her

feel accomplished as she buys good quality products for a good price. Her enticement to

buy things on impulse is also significant, driven mostly by younger females who have

fewer responsibilities, and are thus more likely to indulge themselves.

Brand Loyalty

50%Always Stick to

The Brands They

Know

Deal Seeking

57%Always Look For

The Best Offers &

Deals

Impulse Buying

40%Always Buy Things

They Didn’t Originally

Plan on Buying

43%

49%

53%

58%

59%

60%

64%

65%

65%

Jordan

Egypt

Morocco

Kuwait

KSA

UAE

Iran

Lebanon

Iraq

31%

45%

46%

48%

50%

53%

54%

55%

57%

Iraq

Kuwait

Egypt

Jordan

Lebanon

UAE

KSA

Morocco

Iran

Deal Seeking

Impulse Buying

24%

34%

41%

43%

43%

49%

50%

51%

55%

Iran

Jordan

Egypt

Morocco

Kuwait

Iraq

UAE

Lebanon

KSA

Brand Loyalty

37%

44%

44%

45%

47%

49%

54%

58%

66%

Jordan

Lebanon

Egypt

Kuwait

Morocco

Iraq

KSA

UAE

Iran

Seeking information beforehand allows her to make smarter choices, whether this means understanding

which products are best by comparing between them, or finding the best deals out there.

She Is An Informed Shopper

Will always LOOK for

INFORMATION about

products BEFORE

BUYING them

53%

54%

55%

67%

76%

80%

84%

95%

97%

99%

Morocco

Egypt

Iraq

Iran

Jordan

Lebanon

UAE

KSA

Kuwait

69%Access The Internet

She Is Connected Through a Variety Of Platforms

The internet is where she is able to express herself most freely. There, it comes as no surprise that most women in MENA are

internet users, and among these, most are also social media users. Nonetheless, the Gulf region and younger generations are most

connected, with Facebook, YouTube, Instagram and Snapchat being the most popular social media platforms.

60%

87%

93%

93%

95%

96%

99%

100%

100%

Iran

Jordan

Egypt

KSA

Lebanon

Iraq

Morocco

UAE

Kuwait

86%Use Social Media(From Internet Users) 75%

71%

64%

59%

Top Social Media Platforms

74%

TRADITIONAL MEDIA

46%

52%

59%

62%

62%

63%

64%

69%

80%

54%

48%

41%

38%

38%

37%

36%

31%

20%

Kuwait

KSA

UAE

Jordan

Iran

Lebanon

Iraq

Egypt

Morocco

Traditional Platforms Online Platforms

ONLINE PLATFORMS

26%

Main Source of Information on

Products and Brands

Her Reliance on Traditional Media for Information Remains High

While TV is currently her most important source of

information on products and brands, a transition from

traditional to online platforms is unfolding as far as

information seeking is concerned, driven by a younger

and more digitally connected female generation.

But the Scales are Tilting

42%

47%

43%

35%

31%

20%

20%

10%

58%

53%

57%

65%

69%

80%

80%

90%

15 – 17

18 – 24

25 – 29

30 – 34

35 – 39

40 – 44

45 – 49

50 – 55

Online Platforms Traditional Platforms

Main Source of Information-By Age

She Is Increasingly Engaged & Interacting

With Her Favorite Brands

Have

Interactedwith Their Favorite

Brands

49%38%

41%

47%

48%

53%

55%

62%

72%

79%

Morocco

Iran

Iraq

Jordan

Lebanon

Egypt

KSA

Kuwait

UAE

Primarily through Social Media, she is highly engaged with her favorite brands, and is

quite likely to advocate for or against brands based on her experiences. Women in

Gulf countries are more engaged given the higher internet usage levels when

compared to other countries.

Brand Interaction

Recommended Others Against a Brand

30%

Visited a Brand’s Website

23%

Liked a Brand on Facebook

39%

Recommended a Brand to Others

33%

But Despite Her High Connectivity Levels, Online Shopping is Yet to

Make Headway

While she relies on online sources for information, her online shopping is limited and often reserved to

finding good bargains, and in some cases, finding unique or hard to find items that allow her to stand out from

those around her.

25%

23%

19%

11%

9%

8%

8%

4%

3%

UAE

Kuwait

KSA

Iran

Jordan

Iraq

Lebanon

Morocco

Egypt

In most cases, she does not have the tools through

which to purchase products online. As a result, even

when products are purchased online, Women prefer

cash on delivery as a payment method, which is

perceived to be more accessible, more convenient,

and more trustworthy.

Ever purchased

products online

14%

In Summary: 10 Things You Need To Know About Women In MENA

In Many Markets, She Is The Designated Household Shopper

Her Involvement In Household Purchase Decisions Extends Across Many Categories

Nonetheless, She Does Not Generate Her Own Income

Therefore, Product Selection Is All About Value For Money

She Is Not Always Loyal to Brands, & Is Willing to Explore

She Is An Informed Shopper

She Is Connected Through a Variety Of Platforms

Her Reliance On Traditional Media For Information Remains High, But Scales Are Tilting

She Is Increasingly Engaged & Interacting With Her Favorite Brands

But Despite Her High Connectivity Levels, Online Shopping Is Yet To Make Headway

For more information, please contact:

GAME CHANGERS

At Ipsos we are passionately curious about people, markets,

brands and society. We make our changing world easier and

faster to navigate and inspire clients to make smarter decisions.

We deliver with security, simplicity, speed and substance.

We are Game Changers

Mohammed Minawi

Regional Senior Director – Ipsos MENA

mohammed.minawi@ipsos.com

Noor Al-Salhi

Project Manager – Ipsos Jordan

noor.alsalhi@ipsos.com

www.Ipsos.com