FEATURE5 April 2017

Female focus

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Features Impact Middle East and Africa Retail

MIDDLE EAST – Women in the MENA region are the force behind many purchase decisions, but are often overlooked by brands. New research by Ipsos sheds some light on their pivotal role in the household. By Mohammed Minawi

Women are one of the most powerful consumer segments in the world and their impact on the economy is growing each year. Not only does their influence extend across major categories, but they are also the main influencers when it comes to household purchase decisions. Yet companies and brands are falling behind when it comes to relating, and appealing, to women.   

To harness the potential that can come from understanding the vast and diverse female consumer segment in the Middle East and North Africa (MENA), Ipsos launched She Speaks, a comprehensive research effort studying women across the region. More than 13, 500 women across nine markets were reached to gauge insights on their attitudes, aspirations, lifestyles and behaviours, leading to a holistic understanding of this segment across various aspects of their lives.

Through the research, it became evident that women are the main household shoppers in many markets. Among those who are heads of their household, eight in ...