Our Research Approach
Our research in the FMCG sector is shaped by the realities of GCC markets, where consumer behavior differs by nationality, income, and access to retail. Each project is tailored to the client’s business goals, whether the focus is on product testing, packaging refinement, or brand performance.
We use a mix of qualitative and quantitative methods to explore how consumers choose, use, and remain loyal to FMCG products. The below are examples of frequently used methodologies, though our approach is not limited to these: fieldwork, segmentation, consumer trials, and behavioral analysis. This allows us to explain not only what people buy, but the underlying reasons and conditions that influence their decisions across both physical and digital channels.
Product Test & Development
We conduct structured trials to evaluate new product concepts, formulations, and variants. This includes sensory testing, functional assessment, and comparative benchmarking. Our goal is to identify the attributes of taste, texture, efficacy, and convenience that drive appeal across different consumer segments. We also assess readiness for launch, pricing sensitivity, and potential barriers to adoption, ensuring that product decisions are grounded in actual market demand.
Packaging Research
Packaging plays a decisive role in FMCG purchase behavior, especially in high-turnover categories. We test packaging elements such as color, shape, messaging, and shelf visibility to understand how consumers perceive value, quality, and differentiation. Our research helps brands optimize packaging for impact and clarity across retail formats, from hypermarkets to e-commerce platforms, ensuring it performs as both a functional and marketing asset.
Usage and Attitude
These studies explore how consumers perceive and use FMCG products in their daily routines. We examine frequency of use, context of consumption, and emotional drivers behind product choice. This helps uncover habitual patterns, unmet needs, and barriers to deeper engagement. The insights are particularly valuable for categories like personal care, food, and household goods, where usage is shaped by culture, lifestyle, and convenience.
Brand Awareness & Positioning
We measure brand recall, recognition, and association to understand how FMCG brands are perceived relative to competitors. Our analysis reveals whether current positioning resonates with target audiences and where adjustments may be needed. We also assess emotional connection, trust, and relevance, factors that influence loyalty and long-term brand equity in competitive markets.
Shopper Ethnography
Through in-store observation and contextual interviews, we map how consumers navigate retail environments. We analyze decision-making patterns, impulse triggers, and shelf dynamics. This approach is especially valuable in fragmented GCC retail ecosystems, where channel behavior varies by geography, income, and trust in digital platforms. The findings help optimize in-store strategy, merchandising, and point-of-sale communication.
Net Promoter Score (NPS)
We use NPS to evaluate consumer satisfaction and brand advocacy. By identifying promoters, passives, and detractors, we help FMCG brands understand what drives loyalty and where improvements are needed. Our analysis also accounts for cultural nuances in feedback expression, ensuring that loyalty metrics reflect actual consumer sentiment across diverse segments.
Market Segmentation
We segment consumers based on demographics, psychographics, and behavioral patterns to uncover distinct demand clusters. This enables FMCG brands to tailor product offerings, messaging, and channel strategies to specific segments. In the GCC, where expatriate diversity and local sensitivities require nuanced targeting, segmentation is essential for relevance and resonance.
Advertising Effectiveness
We test how well FMCG advertising performs in terms of recall, clarity, emotional impact, and call-to-action strength. Our approach includes pre- and post-campaign evaluation, creative diagnostics, and media mix optimization. We assess whether advertising is driving awareness, consideration, and conversion, and whether it aligns with brand positioning and consumer expectations.
Real-World Results
A Deep Dive into the Canned Food Industry
Challenge
A leading regional canned food brand approached Sapience to investigate inconsistent product performance across GCC markets, particularly for luncheon meat and ready-to-eat items. While sales were stable in some territories, others showed stagnation despite similar promotional efforts. The client lacked clarity on consumer motivations, cultural sensitivities, and brand perceptions, especially among Arab expatriates who formed a key segment. The challenge was not just behavioral but strategic: how to reposition the portfolio to resonate more deeply with target audiences without defaulting to generic convenience messaging.
Approach
Sapience designed a qualitative research framework centered on focus groups with Arab expatriates across multiple GCC cities. The study explored:
- Consumption habits: Frequency, occasions, and emotional associations with canned food.
- Brand perceptions: Trust, familiarity, and differentiation between local and international brands.
- Cultural filters: Halal considerations, family influence, and nostalgia-driven preferences.
- Purchase triggers: Packaging cues, shelf placement, and pricing sensitivity.
Moderation was designed to encourage thoughtful responses, using visuals and product comparisons to reveal underlying attitudes. The research also explored how consumers balanced taste, convenience, and perceived quality, particularly when compared to traditional home-cooked meals.
Outcome
The findings revealed that while convenience remained a baseline driver, deeper emotional and cultural factors shaped brand loyalty. Key insights included:
- Local brands were favored for their perceived authenticity, halal compliance, and alignment with regional taste profiles.
- Luncheon meat consumption was ritualized, often linked to childhood memories or specific meal occasions, making emotional resonance critical.
- Packaging and naming conventions influenced trust. Products that mimicked Western branding without cultural adaptation were viewed with skepticism.
- Price elasticity varied by subcategory: consumers were willing to pay more for items seen as “family staples” but expected discounts on novelty formats.
Sapience’s recommendations enabled the client to:
- Reframe product messaging around cultural familiarity and trust rather than generic convenience.
- Adjust the portfolio strategy to prioritize high-frequency items with emotional relevance.
- Refine packaging and naming to reflect regional cues and avoid Western mimicry.
- Develop targeted campaigns for Arab expatriates that emphasized shared values and culinary nostalgia.
Frequently Asked Questions
Yes. Sapience works with both multinational FMCG leaders looking to strengthen their GCC footprint and regional brands aiming to scale or compete with global players. For global brands, we localize strategies to fit GCC realities; for local brands, we provide the competitive intelligence and consumer insights needed to grow. Our balanced expertise makes us equally relevant for established brands and ambitious challengers.
The GCC is not a uniform region; Saudi Arabia, the UAE, Qatar, and Oman each have different retail formats, consumer preferences, and regulatory frameworks. Sapience helps FMCG brands understand these market-to-market differences and build tailored strategies. Whether a brand is expanding into Saudi Arabia after establishing itself in the UAE, or adjusting its portfolio for expatriate-heavy markets like Dubai, Sapience ensures businesses make informed and confident expansion decisions.
FMCG brands in the GCC face pressures beyond just competition. Inflation and shifting oil economies affect disposable income, while regulatory requirements around health, labelling, and sustainability continue to evolve. In parallel, consumer expectations are diverging local families seek traditional, trusted brands, while expatriates demand global options and digital-first experiences. The challenge lies in balancing these contradictory consumer demands while protecting margins in a fragmented retail system.
Global trends such as health consciousness, plant-based diets, sustainability, and premiumization increasingly shape consumer choices in the GCC. For example, demand for sugar-free beverages, organic foods, and cruelty-free personal care products is rising among younger and expatriate consumers. At the same time, global brands often need to adapt these trends to align with local cultural and religious expectations, such as halal certification.
Seasonal events such as Ramadan, Eid, Christmas, and back-to-school periods create spikes in demand for specific FMCG categories. For instance, food and beverage sales surge during Ramadan, while confectionery and gifting items peak during Eid and Christmas. Understanding these seasonal consumption cycles is crucial for inventory planning, promotions, and marketing campaigns.
Digital platforms are reshaping how FMCG products are marketed and sold. E-commerce, quick-commerce (10–30 minute deliveries), and online grocery apps have accelerated consumer convenience. Social media and digital advertising also influence brand awareness and loyalty. At the same time, FMCG companies are using data analytics and AI to understand consumer behavior, optimize supply chains, and personalize promotions.
Ready to Expand Your FMCG Footprint?
Redefine Your Consumer Goods Strategy in the GCC
The GCC consumer market is dynamic and diverse, with demand shaped by culture, lifestyle, and rapid digital adoption. Sapience helps you navigate this complexity and uncover the opportunities that matter most for your business.
Explore Insights Across Key Sectors
Specializing in consumer goods and FMCG, Sapience brings behavioral insight to business strategy by guiding brands through demand shifts, product decisions, and market fragmentation. Beyond FMCG, we support high-impact industries where choices shape outcomes.
Retail & E-commerce
We uncover demand patterns, pricing sensitivities, and channel preferences to inform inventory planning, promotional strategy, and regional expansion.
Healthcare & Pharmaceuticals
We analyze patient preferences, treatment pathways, and provider engagement to support product positioning and service delivery across regulated markets.
Consumer Goods & FMCG
Our studies uncover purchase triggers, brand loyalty patterns, and shelf-to-digital conversion trends to inform pricing, packaging, and campaign strategy.
Hospitality & Tourism
We evaluate traveler motivations, booking behavior, and guest experience to guide destination branding, service design, and seasonal demand planning.
Real Estate & Construction
We assess buyer sentiment, investment appetite, and project visibility to support residential, commercial, and mixed-use development strategies.
Banking & Financial Services
Our research maps customer segmentation, digital adoption, and product relevance to help financial institutions refine offerings and improve retention.
Telecom & Technology
We study user expectations, service satisfaction, and innovation readiness to support product development and market expansion.
Automotive
We explore purchase intent, after-sales experience, and brand perception to guide dealer strategy, product launches, and loyalty programs.
Media & Entertainment
We analyze content consumption, platform engagement, and audience segmentation to support programming, monetization, and distribution strategy.
Energy & Utilities
Our work focuses on consumer awareness, sustainability perception, and service expectations to inform policy, pricing, and infrastructure planning.
Government
We support public sector entities with citizen feedback, service delivery audits, and policy impact assessments to improve engagement and trust.
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