This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

Volume sales of beer (being only non-alcoholic beer) maintained positive volume growth in Saudi Arabia in 2024, at a slightly stronger level of growth than seen in 2023, albeit still at relatively low levels. Overall, it is noted that sales remain based on seasonality and socially-driven demand.

Total volume sales of alcoholic drinks (being only non-alcoholic drinks) maintained a positive performance in Saudi Arabia in 2024, with growth slightly stronger compared to 2023. Value sales were also positive, albeit at slightly lower levels of growth compared to the previous year. Meanwhile, on-trade volume sales are at slightly stronger rates of growth than off-trade sales.

Volume sales of wine grew healthily in Saudi Arabia in 2024, thanks to the emergence of non-alcoholic wine. Alcoholic drinks remain strictly prohibited by law in the Kingdom, in line with the country's religious and legal framework. Therefore, all wine sales refer exclusively to non-alcoholic versions. Non-alcoholic wine is also a smaller and less mature category than non-alcoholic beer, thus supporting its stronger trajectory of growth.

Tobacco in Saudi Arabia witnessed decline in retail volume and value terms over 2024, reflecting the shift away from traditional products. Cigarette volume sales declined further as health concerns, stricter regulations, and rising prices influenced consumers to reduce or stop consuming them. Public health efforts and government legislation reinforced the negative image of smoking, especially among younger adults, whilst older consumers are more inclined to cease smoking altogether. Overall, the

Rising health concerns in Saudi Arabia remained the principal factor driving the decline in cigarette sales over 2024. Smoking is becoming less socially acceptable, especially among younger adults, as more people associate it with long-term health risks. This shift in perceptions is not only changing how people smoke, but whether they choose to smoke at all. Some consumers have chosen to cut back on cigarette consumption, whilst others have opted to quit entirely. Older consumers are ceasing the

In Saudi Arabia in 2024, volume sales of cigars, cigarillos and smoking tobacco declined while current value sales saw a slight rise. Cigars and cigarillos experienced another year of decline in 2024, as more consumers moved towards heated tobacco and e-vapour products. These alternatives are viewed as cleaner, more convenient, and better aligned with modern lifestyles, especially among younger adults. Older generations who used to smoke cigars and cigarillos are increasingly keen to quit smokin

Overall smokeless tobacco, e-vapour products and heated tobacco saw triple-digit rises in both volume and current value sales In Saudi Arabia in 2024. Saudi consumers are increasingly health-conscious, influenced by government anti-smoking campaigns, stricter regulations, and the greater awareness of health risks. Many locals are seeking alternatives to traditional cigarettes, leading to growth in e-vapour and heated tobacco products, which are perceived as less harmful. Economic pressures and p

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

In 2025, both the value and volume of pet care sales in Saudi Arabia are expected to increase, driven by a growing trend in pet ownership. Once constrained by social norms, pet ownership is becoming increasingly mainstream in urban areas, especially among younger consumers and expatriates. Consequently, pet care is transforming into a thriving, consumer-driven market shaped by growing ownership, shifting social values, and commercial investment. The continued rise in pet ownership, particularly

Value sales of cat food look set to record a double-digit increase in 2025, supported by the steady rise in the cat population across Saudi Arabia. Urbanisation, smaller family sizes, and lifestyle shifts are making cats a preferred pet choice, particularly among young adults, single women, and families living in apartments. Cats are viewed as lower-maintenance and more space-friendly than dogs, making them ideal for modern living conditions. Furthermore, the growing trend of animal rescue and a

Value sales of other pet food are expected to increase in 2025, supported by a growing cultural openness towards pet ownership and adoption, as consumers become more receptive to the idea of keeping companion animals. This has resulted in steady growth in the population of small pets like turtles, birds, fish, rabbits, guinea pigs and hamsters. Some consumers are opting for smaller pets as an alternative to larger animals such as cats and dogs, which typically require more space, greater care, a

Value sales of pet products are set to increase in 2025, as pet ownership becomes more common within urban lifestyles. As owners are building stronger bonds with their pets, the pet humanisation trend is increasing, with consumers treating their pets as family members. As such, pet owners have become more health-conscious and willing to spend on their pets, which has encouraged them to invest in a growing variety of pet products. Spending on pet products is strongest among mid to upper-income ho

Value sales of dog food look set to record a double-digit uplift in 2025, supported by the rising popularity of dogs as companion animals. Pet ownership, once limited by social norms, is now becoming more mainstream in urban Saudi Arabia, particularly among younger consumers and expatriates. This shift is being reinforced by a wider cultural openness to pets, changing housing norms, and official regulatory support, such as the Transport Authority's decision to allow pets on public transport. Mor

Depilatories saw only a slight rise in sales in current value terms in Saudi Arabia in 2024. The category continued to face strong competition from dermatology clinics and beauty centres as consumers increasingly shifted towards longer-lasting hair removal solutions. Traditional methods such as sugaring, waxing, shaving, and bleaching are losing traction due to the convenience and effectiveness of professional treatments, which are becoming more accessible through expanded clinic networks and fr

Bath and shower saw modest current value growth in Saudi Arabia in 2024. Growth was constrained by the maturity of the category and the limited potential for value-adding innovation. Nonetheless, heightened awareness of personal hygiene and wellness in Saudi Arabia, combined with the impact of harsh climate conditions, has continued to support demand in for bath and shower products. Consumers are increasingly prioritising effective cleansing solutions that not only address everyday hygiene needs

Hair care experienced current value growth in South Africa in 2024 due to several factors, including increased awareness of personal grooming and an expanding focus on self-care. The region's harsh climate, characterised by extreme heat and dryness, has led to greater demand for products that protect and nourish hair, such as shampoos, conditioners, and treatments. In addition, a rise in disposable income, changing consumer preferences, and a growing emphasis on beauty and wellness have driven t

Men’s grooming saw current value growth in Saudi Arabia in 2024. Premium men’s fragrances remained the largest category in Saudi Arabia’s men’s grooming market in 2024 due to the deep-rooted cultural significance of such products and a strong consumer preference for high-quality scents. Fragrance plays a vital role in daily grooming and social identity, with many men investing in premium options that reflect status, personality, and tradition. Demand for premium men’s fragrances is also supporte

Fragrances saw strong current value growth in Saudi Arabia in 2024 driven by a deep cultural connection to perfumes, which play an important role in daily life and social rituals. Economic prosperity has increased disposable incomes, allowing local consumers to invest in luxury fragrances. In addition, the booming tourism sector has sparked interest in traditional Arabian perfumes amongst visitors. Furthermore, the rise of e-commerce and social media has expanded the accessibility of fragrance b

Colour cosmetics saw current value growth in Saudi Arabia in 2024. Retailers offering colour cosmetics in Saudi Arabia are facing notable challenges as the retail landscape evolves. Rising operational costs and the increasing need for digital integration are driving conventional outlets to modernise their operations. At the same time, shifts in consumer behaviour, propelled by a digitally savvy, younger population and the expanding role of women in the paid workforce, are creating a stronger pre

Deodorants saw dynamic current value growth in Saudi Arabia in 2024. The strong growth of the category was driven by a combination of factors, including an increased emphasis on personal health and hygiene supported by heightened awareness amid the spread of diseases and viruses, which has also made effective odour control a priority. In addition, the harsh climate conditions in the Kingdom create a practical need for reliable deodorant products. Furthermore, governmental initiatives promoting h

Beauty and personal care saw continued strong current value growth in Saudi Arabia in 2024. The market’s growth has been driven by increasing health and hygiene awareness, rising disposable incomes, and changing consumer lifestyles. Sales have also been boosted by urbanisation, climate factors, and digital engagement in several categories. Moreover, health conscious consumers are investing in dermocosmetics, while consumers across the board are gravitating towards natural, organic, and sustainab

Skin care saw current value growth in Saudi Arabia in 2024, with rising demand supported by the country’s harsh climate and growing awareness of personal care. The rising importance placed on physical appearance and self-care, especially amongst younger consumers who are strongly influenced by social media, has made skin care a key part of daily personal care routines. Support from dermatologists, social media influencers, and product education has made a significant contribution to this shift i

Oral care saw current value growth in Saudi Arabia in 2024. The category continues to expand as awareness of dental health grows amongst consumers. This trend is being supported by government initiatives, healthcare professionals, and oral care brands promoting better hygiene habits. Increased access to oral health information through social media and online sources has further boosted awareness. With a rising focus on physical appearance, supported by the growing influence of social media, many