72% of Consumers in the UAE Are Willing to Pay More for Quality

In the United Arab Emirates (UAE), 72% of consumers say they are willing to pay more for higher-quality products. According to data released by NielsenIQ (NIQ), this figure increased by 4 percentage points compared to a year earlier. The research reveals that, despite high price pressures, consumers are shopping more selectively based on quality, convenience, and price advantages rather than cutting back on their spending entirely.

Consumers in the UAE Are Paying More for Convenience

According to NIQ research, 63% of consumers say they would be willing to pay more for products and services that save them time. This figure increased by approximately 10 percentage points compared to last year. NIQ stated that what matters increasingly is not whether consumers will spend, but whether a product can clearly justify its place in the shopping basket. Strong activity in tourism, construction, and financial services is also supporting consumption-driven growth in the country.

E-Commerce Continues to Record Double-Digit Growth

The importance consumers place on saving time is also reflected in the UAE's e-commerce sector. NIQ data shows that online sales are recording double-digit growth. Particularly in the fast-moving consumer goods and retail sectors, digital channels are increasingly preferred as consumers seek price comparisons, access to promotions, and fast delivery. The integration of online retail into everyday shopping habits in the country is also continuing. In the first half of 2026, total e-commerce transaction volume grew by 2% year-on-year.

Premium and Affordable Brands Are Diverging

In the UAE retail market, consumers are willing to pay more for high-quality and premium products while also keeping track of promotions. NIQ reported that growth in fast-moving consumer goods is concentrated in both affordable and premium brands, while the mid-market segment is facing greater competition. Brand loyalty also remains important. Although consumers are sensitive to promotional campaigns, they continue to remain loyal to brands they trust and prefer.

Artificial Intelligence Is Entering Digital Shopping

The e-commerce experience in the UAE is also being transformed by artificial intelligence tools. According to a 2026 study conducted by PYMNTS Intelligence and Visa Acceptance Solutions involving 1,270 consumers, 72% of online shoppers used artificial intelligence during their most recent purchasing process. Meanwhile, 71% expect to use AI shopping assistants within the next two years.

For retailers, quality, price, a fast shopping experience, and digital convenience are simultaneously becoming decisive factors in consumer preferences. NIQ President Ramon Melgarejo also states that consumers now evaluate products not only based on their brand, but also in terms of quality, value, convenience, and suitability for their needs.