促进海湾合作委员会价值导向型杂货零售的4种策略

CONTENTSIntroductionThe Opportunity in Value-Led Grocery Retail:A Study of Saudi ArabiaLearning from Global Leaders in Value-Led Grocery RetailThe Two-Step Approach: Value,Then Enhancing OfferDifferentiation Between RetailersThoughts on Winning Value-Led Grocery Retail Models in the GCCHow to Set Up Successfully in the GCCKey dimensions for Building a Winning ModelValue-Led ArchetypesConclusion 346912121214 78 © Oliver WymanINTRODUCTIONAs the grocery retail landscape in the Gulf Cooperation Council (GCC) becomes increasinglysaturated, the need for differentiation has never been more critical. Retailers face thechallenge of driving like-for-like growth in a market where consumer priorities areshiftingdramatically.This report delves into the transformative potential of value-led grocery retailing in the GCC,a strategy that not only addresses the pressing demand for affordability but also offers apathway for retailers to disrupt the market landscape. We will explore the diverse spendingpower and evolving consumer behaviors that shape this dynamic environment, presentingkey strategies for success. These strategies include crafting compelling value propositions,streamlining operations for enhanced cost efficiency, fostering dynamic growth, andtailoring approaches to meet local marketneeds.Drawing on insights from global leaders in value-led grocery retail, this report providesactionable strategies while addressing the unique challenges faced in the GCC region. Itconcludes with four market-entry archetypes and a compelling call to action for retailersto capitalize on the burgeoning opportunities within value-led grocery retail. As the GCCmarket evolves, understanding and implementing these strategies will be essential forretailers aiming to thrive in this competitivelandscape. © Oliver WymanTHE OPPORTUNITY IN VALUE-LED GROCERY RETAIL:A STUDY OF SAUDI ARABIAGiven the shifting economic dynamics, it is crucial that retailers understand consumerspending power. In this section, we will do a deeper analysis of Saudi Arabia, the GCC’slargest market. Oliver Wyman’s 2024 Saudi Arabia Consumer Trends Survey highlighted thatincome levels for more than half of households in Saudi Arabia shifted throughout2024.The overall findings showed that disposable income is shrinking, and customers areseeing an increasing need to make conscious decisions with their money. Around 31% ofhouseholds reported a drop in income during 2024, with 11% seeing declines of more than50% (see Exhibit1). Also, 40% of consumers reported a drop in savings, while only 23%managed to increase their savings. It is clear that consumers are navigating a landscapewhere affordability and value have becomeparamount.When looking to save, consumers are shifting behaviors: 48% of those surveyed say theycompare prices, while 46% actively seek stores offering lowerprices.Retailers must recognize these shifting behaviors and adapt their offerings to meet theevolving needs of a consumer base that is increasingly focused on maximizingvalue.Exhibit 1:Household finances in Saudi Arabia in 2024(%)Question: How have your household finances changed over the past 6-12months?Increase of more than 50%Increase of 26-50%Increase of up to 25%It hasn't changedDecrease of up to 25%Decrease of 26-50%Decrease of more than 50%61743128115112530127106153816915IncomeSpendingSavingNote: This survey question was asked in December 2024Source: Oliver Wyman 2024 Saudi Arabia Consumer Trends Survey © Oliver WymanAdditionally, the Oliver Wyman Customer Perception Map Survey (CPM) provides valuableinsights into consumer behavior in Saudi Arabia, reinforcing the trend toward value-drivenshopping. When it comes to choosing a primary retailer, ‘Value’, encompassing price andpromotions, is the most significant factor for Saudi customers (51%). Furthermore, 80% ofconsumers reported regularly purchasing private-label products, primarily motivated bypriceconsiderations.These findings highlight a significant shift in consumer preferences toward affordability,creating a robust opportunity for retailers who excel in terms of value-drivenofferings.In a related finding, the CPM survey also reveals strong demand for discount groceryretailers in Saudi Arabia, with 68% of customers expressing interest in cost-effectiveshopping options (see Exhibit2). Additionally, 97% of consumers familiar with internationaldiscount brands such as Aldi and Lidl say they would consider shopping at these stores ifthey were availablelocally.This significant interest underscores a substantial market opportunity. The entry ofestablished international players or new local brands that prioritize value-driven strategiescould transform the competitive landscape, which could exert pressure on marginsthroughout the entire valuechain.Exhibit 2: Customer’s interest in shopping at a discount grocery retailer in Saudi Arabia (%)Question: Would you be interested in shopping at a discount grocery retailer?Question: Would you shop at Aldi o