Why are UAE residents now ditching big brands, flashy labels when shopping?

Dubai: Summer sales are around the corner, but for UAE retailers, there’s a new trend that’s impossible to ignore: most shoppers today don’t care about brand names.

That’s right — according to a new survey by SAP Emarsys and Deloitte, 65% of UAE consumers say they no longer pay attention to the brand when buying consumer goods, as long as the product meets their needs.

“Today’s consumer landscape is shifting faster than ever, and brands must navigate this terrain with agility and insight,” said Marwan Zeineddine, Managing Director of SAP UAE.

Even Gen Z, once seen as the most brand-conscious group, is shifting: 61% of young shoppers in the UAE say they buy what works, not what carries a label.

What’s more, 67% of shoppers have switched to store-brand or “own-label” alternatives to save money, showing that value now trumps loyalty in the average shopping cart.

You’ve probably noticed it yourself — walking through a supermarket aisle, comparing two identical products where the only real difference is the logo. Increasingly, UAE shoppers are choosing the more affordable, unbranded option, especially as the cost of living rises.

This doesn’t just apply to groceries. From skincare to tech accessories, everyday buyers are focused on quality and price, not prestige. And if a store-brand product delivers? Consumers are happy to buy it again — no big name needed.

However, here’s the twist: even as brand loyalty drops, 68% of UAE consumers still say they advocate for their favourite brands when they find one they truly love. The message to marketers? Shoppers may ignore the name at first — but if you win them over, they’ll shout your praises.

Retailers and brands operating in the UAE are feeling the heat. 72% of consumer product marketers say it’s getting harder to engage meaningfully with customers — and that many are still relying on outdated strategies and fragmented data systems.

The SAP Emarsys report calls this the beginning of the "Engagement Era” — where success depends not on shouting your brand name louder, but on delivering the right message, to the right person, at the right time.

That’s where AI and real-time personalisation come in.

In other words, shoppers want products and experiences tailored to them. But brands are still struggling to deliver.

The UAE has long been a regional retail hub, but the rules of the game are changing. Flashy ads and famous logos no longer guarantee attention — or loyalty. What wins today is relevance. A timely offer, a useful suggestion, or even just remembering what a customer likes — these small moments of engagement matter more than ever.

For residents, this shift is empowering. You now have more options, better value, and smarter tools to compare and choose. And for UAE businesses, the opportunity is clear: ditch the one-size-fits-all approach and get personal — or risk being ignored.