Today's Edition
MAYS IBRAHIM (ABU DHABI)
A growing number of UAE consumers are prioritising health and wellbeing when shopping for groceries, a new survey has revealed.
Sixty-seven percent of UAE residents are willing to pay extra for groceries that support their wellness goals, according to the UAE and KSA Grocery Report 2025, recently released by YouGov.
The findings are based on a February 2025 survey of 2,020 respondents from across the UAE and Saudi Arabia.
Wellness-focused shopping is no longer confined to a niche audience, the report showed.
Nearly two in five consumers across both countries say they purchase healthy grocery items at least once a week, the survey found.
In the UAE, 38% of shoppers reported buying wellness products frequently (at least once a week) while 26% said they include such items in every grocery trip, and only 4% never buy wellness-focused groceries.
Millennials in both countries, particularly those aged 35 to 44, are leading the charge when it comes to healthier consumption.
This age group showed the strongest intention to increase their purchases of organic items (50%), nutritional supplements (49%), and healthy snacks (45%).
Among younger shoppers aged 18 to 24, the appeal of healthy snacks is notably higher in the UAE than in Saudi Arabia, the report showed.
The most sought-after labels among UAE consumers include organic and sugar-free, each at 42%, followed closely by low-fat (40%), high-protein (39%), and products with no preservatives or additives (30%).
Despite growing interest in wellness, plant-based products still face an uphill battle.
Only 18% of respondents across the UAE and KSA actively seek out plant-based labels, making it the least favoured category.
Among UAE consumers, the top reasons for avoiding plant-based alternatives include higher prices (34%), concerns over taste and texture (30%), and doubts about their health benefits (26%).
The report also highlights how shopping behaviours differ between the two countries. While 62% of Saudi respondents prefer buying groceries online, 55% of UAE shoppers still rely on traditional, in-store experiences.
In the UAE, freshness is the top reason consumers choose one store over another, with 31% citing it as their primary consideration, followed by good discounts (25%) and product availability (14%).
Consumer Trust Insights
The survey also shows that consumers are increasingly influenced by trusted information when it comes to trying new wellness products.
In the UAE, 37% of respondents said they are most inspired by proven health benefits, such as clinically tested claims. Special offers and discounts influence 27%, while 24% are persuaded by clear and informative product labelling.
Expert tips and real customer reviews are also key to building consumer trust – 22% of UAE shoppers said these types of content would encourage them to try a new product, ahead of influencer promotions or giveaways.
When seeking information about healthy eating and wellness, 29% of UAE consumers turn to health professionals such as doctors and nutritionists. Social media platforms come in second at 27%, followed by family and friends at 22%.
Among those who are influenced by social media, expert recommendations and user-generated reviews are seen as the most credible content.
