Survey: Financial management has become a major priority for 82% of the Kingdom’s population

A newly released report on consumer trends for 2025 revealed fundamental changes in consumer behavior in the Kingdom of Saudi Arabia for 2025, indicating that financial management, health, sustainability, and travel are consumer priorities, and that 87% of the Kingdom’s population who were surveyed among 525 participants have set New Year’s resolutions compared to 77% in 2024.

The report, conducted by Toluna and Metrics Lab, showed that financial management has become a major priority for the Kingdom’s population, as 82% of participants indicated their focus on improving their spending management and saving money.

47% reported that they are planning to get a new job, while 64% indicated that they are seeking to improve their financial management. In addition, 64% aim to exercise regularly, while 74% plan to eat healthy.

The report indicated that the shift towards spending wisely was reflected in several clear changes in consumer behavior, as 35% of participants reported reducing their spending on luxury goods and premium services, while 42% plan to reduce eating out and delivery services, and 41% reported that they will reduce spending on ready-made orders.

In addition, 36% intend to reduce purchasing accessories, while 30% plan to reduce spending on electronic devices.

The report added that many are still focusing on spending that enhances their quality of life, as 50% of participants indicated that they will continue to invest in entertainment and TV subscriptions, while 55% plan to continue purchasing skincare products. Fitness also remains a major priority, with 64% planning to maintain their memberships in gyms and fitness centers.

On a personal level, 61% of the Kingdom’s residents expressed their desire to spend more time with their families in 2025, reflecting a shift towards strengthening personal relationships while adhering to financial discipline.

The same report stated that although 28% of the Kingdom’s population plans to reduce spending on major expenses, such as used cars by 46% and luxury brands by 41%, there is a trend towards investing in other luxury items, as 68% indicated that they plan to buy real estate or homes, while 65% plan to buy gold and diamond jewelry, and 64% invest in luxury electronics. Health and well-being have also become a major driver of consumer decisions in the Kingdom, with 42% indicating that it is one of their priorities for the new year. 64% of participants explained that they plan to exercise regularly and eat healthy food.

The report showed that 46% intend to increase their consumption of plant-based foods and organic products, while 47% prefer products free of allergens such as gluten. 62% indicated that they will increase their consumption of fresh foods, while 35% plan to try new healthy food products. Furthermore, 54% of respondents said they were willing to pay more for fresh food, with quality (57%) and price (46%) being key factors influencing food purchasing decisions. 36% prefer organic products, while 24% opt for plant-based alternatives, and 31% opt for gluten-free products.

The report showed that 90% of respondents plan to travel internationally in 2025, with key destinations including Egypt (21%), Turkey (20%), and the United States (11%), with travelers expected to make an average of three international trips per year. 68% of respondents were also willing to pay more for luxury travel experiences, including premium airline services, five-star hotel stays, and organized trips. Sustainability plays a major role in purchasing decisions for residents of the Kingdom. The study showed that 41% are willing to pay more for eco-friendly packaging, while 43% prefer products that adopt transparent and ethical practices. 53% of respondents also consider corporate social and environmental responsibility a decisive factor in their purchasing decisions, despite the current economic conditions.

According to the report, 26% of respondents plan to buy hybrid cars in 2025, reflecting a growing interest in sustainable transportation solutions, stressing that social media is an indispensable tool for digital interaction in the Kingdom, as the study showed that 78% of respondents plan to increase their activity on YouTube and Instagram, while 74% expressed their intention to enhance their engagement on these platforms, compared to 60% on Snapchat and 71% on TikTok. For his part, George Akkawi, Regional Director at Toluna for the Middle East and Africa, said that the consumer landscape in Saudi Arabia in 2025 reflects a clear shift towards making informed and purposeful decisions, as wise financial management, sustainability, and personal well-being are prominent priorities. This report provides a roadmap for companies to build trust, enhance loyalty, and achieve sustainable growth.