Saudi consumer spending is set to increase in 2026, with consumers in the Kingdom planning to boost their expenditure levels, recording a net rise of +4 percentage points in spending intentions, according to the latest “Global Consumer Outlook” report by global consulting firm AlixPartners. This stands in stark contrast to the global contraction which recorded a decline of -18 percentage points.
The annual study, based on a survey of more than 13,000 consumers across nine countries, indicates that spending intentions remain stable to positive overall. Approximately 38% of consumers expect to maintain their current spending rates during 2026, while 33% plan to increase them. This consumer optimism is particularly evident among working-age groups (18-44 years) and high-income earners, reinforcing the view that this optimism is widespread and built on solid foundations.
Consumer Confidence Remains Stable for Third Consecutive Year
For the third consecutive year, results show that consumer confidence in Saudi Arabia remains stable. This year’s recorded increase confirms the strength of consumer confidence amid the ongoing economic transformation the Kingdom is experiencing. Consumers intend to direct their additional spending primarily toward essential goods and everyday lifestyle categories, with food topping the priority list at 15%, followed by non-food retail such as clothing, household items, and electronics at 12%, then restaurants and dining out at 10%.
Conversely, the desire to save has declined noticeably, with 23% of consumers planning to reduce their savings (compared to 28% last year), while 20% expect to cut their travel spending, compared to 23% recorded in the previous period.
Economic Factors Driving Saudi Consumer Spending Growth
“The strength of the Saudi economy, alongside low inflation rates approaching 2%, unemployment falling to record levels, and the growing role of women in the labor market, were among the factors that contributed to strengthening Saudi consumer confidence during 2026 and supporting household income growth.”
Carl Nader, Partner and Managing Director at AlixPartners
He added that Vision 2030 initiatives continue to stimulate economic activity and create new job opportunities, opening wide horizons for companies, but at the same time raising competition levels amid increasing consumer awareness and interest in experience, health, and value offered.
Quality and Experience Trump Price Alone
“Excellence in the Saudi landscape is not limited to the size of discretionary spending, but extends to include the nature of this spending and its purpose. Today’s consumers prioritize basic needs, everyday lifestyle categories, and experiences that provide real value.”
Hisham Abdel Khaleq, Partner and Managing Director at AlixPartners
He explained that this shift reflects a more disciplined and selective approach to spending, away from unjustified caution, indicating market maturity and opening opportunities for companies that focus on meeting actual needs and efficiently implement their strategies to achieve growth.
Beyond consumer spending volume, the data reveals the motivations behind their choices. For brands in Saudi Arabia, competition increasingly focuses on experience quality rather than price alone. Although 37% of consumers reported that changing their dining destinations is due to prices and promotions, results indicated other factors with similar percentages, including service quality (29%), variety of options (24%), and positive reviews or recommendations (22%). Notably, consumer brand loyalty remains extremely limited, with only 4% of participants stating they are committed to their preferred brand and will not change it.
Health and Digital Engagement Shape Consumer Decisions
Health and lifestyle considerations have become a fundamental pillar in consumer decisions. Half of Saudi consumers (50%) reported that offerings promoting healthy lifestyles and supporting health with aging are a major driver for changing their brands or service providers. Similar percentages of survey participants showed interest in conscious consumption (44%) and offerings that enhance feelings of security (43%).
In the fitness and wellness sector, consumers have not stopped spending but rather redistributed it by seeking discounts (35%), reducing additional expenses (30%), or taking advantage of free offers (30%). Study results also showed that digital engagement is shaping consumer purchasing behavior alongside the continued desire for human interaction. About 74% of consumers believe digital tools have become equally or more important compared to last year, while 73% attach similar or greater importance to direct personal interaction.
Demand for direct interaction is clearly evident when shopping for groceries (46%), clothing (40%), and dining at restaurants (39%). Meanwhile, interest in AI-powered tools continues to grow, from using tools like ChatGPT in the shopping journey to relying on virtual fitness trainers (37%).
