The document summarizes key insights from a large research study on women in the Middle East and North Africa region. Some of the main findings are: 1) Women play a major role in household purchase decisions across many categories like food, personal care, and appliances. 2) However, most women do not generate their own income and rely on allowances from male relatives. 3) As a result, value for money is a major consideration in purchase decisions. 4) Women are heavily connected through internet and social media but traditional media remains an important source of information and online shopping is still limited.

1. 10 Things You
Need To Know
About Women In
MENA

2. Women are one of the most powerful consumer segments in the world. Not
only does their influence extend across major categories, they are also the main
influencers when it comes to purchase decisions relating to the household.
Their strength as a consumer segment is also evident in the MENA region. As
such, in order to harness the potential that can come about from understanding
this segment in MENA, Ipsos launched “She Speaks”, the most comprehensive
syndicated research effort studying women in the region, shedding light on their
attitudes, aspirations, lifestyles and behaviors, thus providing a holistic
understanding of this segment across various aspects of their lives.
Conducted between January and June of 2016, “She Speaks” covered 9 markets
in MENA, and this report highlights the 10 Things You Need To Know
About Women in MENA, focusing on key insights into their lives, which in
turn enable brands to better understand and engage with an extremely
important segment in the region.
Introduction:
“The 10 Things You Need to Know
About Women in MENA”

3. 92Qualitative Focus Groups 120Consumer Immersions
9Countries Across MENA
(KSA, Kuwait, UAE, Iran, Morocco,
Egypt, Iraq, Jordan, Lebanon)
How We Did It All?
13,500Quantitative Interviews
30 Minute Face To Face Interviews
Females Aged 15-54 Years
SHE SPEAKS:
A Note on

4. 10 Things You
Need To Know
About Women In
MENA

5. 8 in 10
are RESPONSIBLE for
carrying out shopping
for the HOUSEHOLD
The female head of household is completely trusted
when it comes to household shopping as ultimately,
she is the person who best understands her family's
needs, and is also the most knowledgeable when it
comes to available offerings in the market.
94%
93%
91%
89%
79%
69%
56%
55%
46%
Egypt
KSA
Kuwait
UAE
Lebanon
Iran
Jordan
Morocco
Iraq
In Many Markets,
She Is The Designated
Household Shopper
Results based on Female Heads of Household

6. Whether it’s her influence on brand selection, or her involvement in the actual purchase of household
products, the woman’s role in selecting products for the household is substantial.
93%
FOOD &
BEVERAGE
96%
PERSONAL CARE
PRODUCTS
89%
HOUSEHOLD
APPLIANCES
88%
FURNITURE &
ACCESSORIES
Her Involvement In Household Purchase Decisions Extends Across
Many Categories
% Involved
Results based on Female Heads of
Household

7. Nonetheless, She Does Not
Generate Her Own Income
Despite her influence in household decisions, she
remains reliant on the men in her life for financial
support, be it for household related purchases, or
for her own personal use.
Depend on Receiving an
Allowance as a Primary
Source of Income
7 in 10
83%
82%
81%
76%
65%
59%
52%
45%
41%
Iran
Iraq
Jordan
Egypt
KSA
Lebanon
Morocco
UAE
Kuwait
Sources of Income
Income
Allowance
Both
None
16%
66%
8%
10%
Those Depending on an Allowance
as a Source of Income
By Country

8. Therefore, Product Selection Is All About Value For Money
Her financial dependence often has implications on her shopping behavior. While Gulf countries remain more
focused on quality and brand name when it comes to product selection, other countries are more price
sensitive and thus more likely to look out for offers and promotions to minimize financial pressures.
KEY
SELECTION
CRITERIA
CHOOSE PRICE
OR OFFERS &
PROMOTIONS
45%
CHOOSE QUALITY
OR BRAND NAME
55%
66%
62%
57%
54%
53%
52%
52%
51%
43%
34%
38%
43%
46%
47%
48%
48%
49%
57%
KSA
Kuwait
Iran
Morocco
Iraq
Lebanon
Egypt
UAE
Jordan
Quality/Brand Name Price/Offers & Promotions

9. She Is Not Always Loyal to Brands, and Is
Willing to Explore
Her loyalty towards brands is not necessarily strong, with an equal split between those
always sticking to their brands, and those who don’t. However, she is more likely to
keep an eye out for the best offers and deals that she can find, something that makes her
feel accomplished as she buys good quality products for a good price. Her enticement to
buy things on impulse is also significant, driven mostly by younger females who have
fewer responsibilities, and are thus more likely to indulge themselves.
Brand Loyalty
50%
Always Stick to
The Brands They
Know
Deal Seeking
57%
Always Look For
The Best Offers &
Deals
Impulse Buying
40%
Always Buy Things
They Didn’t Originally
Plan on Buying
43%
49%
53%
58%
59%
60%
64%
65%
65%
Jordan
Egypt
Morocco
Kuwait
KSA
UAE
Iran
Lebanon
Iraq
31%
45%
46%
48%
50%
53%
54%
55%
57%
Iraq
Kuwait
Egypt
Jordan
Lebanon
UAE
KSA
Morocco
Iran
Deal Seeking
Impulse Buying
24%
34%
41%
43%
43%
49%
50%
51%
55%
Iran
Jordan
Egypt
Morocco
Kuwait
Iraq
UAE
Lebanon
KSA
Brand Loyalty

10. 37%
44%
44%
45%
47%
49%
54%
58%
66%
Jordan
Lebanon
Egypt
Kuwait
Morocco
Iraq
KSA
UAE
Iran
Seeking information beforehand allows her to make smarter choices, whether this means understanding
which products are best by comparing between them, or finding the best deals out there.
She Is An Informed Shopper
Will always LOOK for
INFORMATION about
products BEFORE
BUYING them
53%

11. 54%
55%
67%
76%
80%
84%
95%
97%
99%
Morocco
Egypt
Iraq
Iran
Jordan
Lebanon
UAE
KSA
Kuwait
69%
Access The Internet
She Is Connected Through a Variety Of Platforms
The internet is where she is able to express herself most freely. There, it comes as no surprise that most women in MENA are
internet users, and among these, most are also social media users. Nonetheless, the Gulf region and younger generations are most
connected, with Facebook, YouTube, Instagram and Snapchat being the most popular social media platforms.
60%
87%
93%
93%
95%
96%
99%
100%
100%
Iran
Jordan
Egypt
KSA
Lebanon
Iraq
Morocco
UAE
Kuwait
86%
Use Social Media
(From Internet Users) 75%
71%
64%
59%
Top Social Media Platforms

12. 74%
TRADITIONAL
MEDIA
46%
52%
59%
62%
62%
63%
64%
69%
80%
54%
48%
41%
38%
38%
37%
36%
31%
20%
Kuwait
KSA
UAE
Jordan
Iran
Lebanon
Iraq
Egypt
Morocco
Traditional Platforms Online Platforms
ONLINE
PLATFORMS
26%
Main Source of Information on
Products and Brands
Her Reliance on Traditional Media for Information Remains High
While TV is currently her most important source of
information on products and brands, a transition from
traditional to online platforms is unfolding as far as
information seeking is concerned, driven by a younger
and more digitally connected female generation.
But the Scales are Tilting
42%
47%
43%
35%
31%
20%
20%
10%
58%
53%
57%
65%
69%
80%
80%
90%
15 – 17
18 – 24
25 – 29
30 – 34
35 – 39
40 – 44
45 – 49
50 – 55
Online Platforms Traditional Platforms
Main Source of Information
-By Age

13. She Is Increasingly Engaged & Interacting
With Her Favorite Brands
Have
Interacted
with Their Favorite
Brands
49%
38%
41%
47%
48%
53%
55%
62%
72%
79%
Morocco
Iran
Iraq
Jordan
Lebanon
Egypt
KSA
Kuwait
UAE
Primarily through Social Media, she is highly engaged with her favorite brands, and is
quite likely to advocate for or against brands based on her experiences. Women in
Gulf countries are more engaged given the higher internet usage levels when
compared to other countries.
Brand Interaction
Recommended Others
Against a Brand
30%
Visited a Brand’s
Website
23%
Liked a Brand
on Facebook
39%
Recommended
a Brand to Others
33%

14. But Despite Her High Connectivity Levels, Online Shopping is Yet to
Make Headway
While she relies on online sources for information, her online shopping is limited and often reserved to
finding good bargains, and in some cases, finding unique or hard to find items that allow her to stand out from
those around her.
25%
23%
19%
11%
9%
8%
8%
4%
3%
UAE
Kuwait
KSA
Iran
Jordan
Iraq
Lebanon
Morocco
Egypt
In most cases, she does not have the tools through
which to purchase products online. As a result, even
when products are purchased online, Women prefer
cash on delivery as a payment method, which is
perceived to be more accessible, more convenient,
and more trustworthy.
Ever purchased
products online
14%

15. In Summary: 10 Things You Need To Know About Women In MENA
In Many Markets, She Is The Designated Household Shopper
Her Involvement In Household Purchase Decisions Extends Across Many Categories
Nonetheless, She Does Not Generate Her Own Income
Therefore, Product Selection Is All About Value For Money
She Is Not Always Loyal to Brands, & Is Willing to Explore
She Is An Informed Shopper
She Is Connected Through a Variety Of Platforms
Her Reliance On Traditional Media For Information Remains High, But Scales Are Tilting
She Is Increasingly Engaged & Interacting With Her Favorite Brands
But Despite Her High Connectivity Levels, Online Shopping Is Yet To Make Headway

16. For more information, please contact:
GAME CHANGERS
At Ipsos we are passionately curious about people, markets,
brands and society. We make our changing world easier and
faster to navigate and inspire clients to make smarter decisions.
We deliver with security, simplicity, speed and substance.
We are Game Changers
Mohammed Minawi
Regional Senior Director – Ipsos MENA
mohammed.minawi@ipsos.com
Noor Al-Salhi
Project Manager – Ipsos Jordan
noor.alsalhi@ipsos.com
www.Ipsos.com