The retail constant value sales (2021 prices) of variety stores rebounded strongly during 2021, exceeding their pre-pandemic (2019) peak. The relatively low pricing of most of the items sold by these stores is attractive to local consumers, particularly at a time when disposable incomes are being squeezed by a rise in VAT and an acceleration in the rate of inflation.
The competitive landscape for variety stores (known locally as Hazaz, SAR1 or SAR5 shops) is highly fragmented, with the leading Miniso and Daiso chains accounting for less than 3% of value sales in this channel between them in 2021. However, Miniso is steadily expanding its store network in Saudi Arabia.
Variety store chains are beginning to shift towards an omnichannel model, with Miniso and Daiso partnering with internet retailers Noon to establish online stores on its marketplace. South Korean variety store chain Mumuso is also present on Noon, but it does not have any stores in Saudi Arabia.
The retail constant value sales (2021 prices) of variety stores will exhibit robust growth throughout the forecast period, with steady growth in store numbers set to the main driver of this, supported by urbanisation and population growth. Miniso is likely to be to the fore of this expansion and should therefore increase its share of variety store value sales.
With the Kingdom having one of the highest levels of engagement with social media in the world, local consumers will increasingly seek similar items to those they see being used by bloggers and influencers. Lifestyle bloggers and household hacks often feature items easily found in variety stores being utilised to address household issues in an economical way.
With demand for unique and innovative products continuing to grow, local consumers often search for items online to find the most suitable products. As Aliexpress, Clubfactory and JollyChic.
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Understand the latest market trends and future growth opportunities for the Variety Stores industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories. Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories, although they may also sell grocery items. Includes fixed-price stores (e.g. dollar stores) and catalogue showrooms. Example brands include Dollar General, Woolworth (Germany), and Miniso.See All of Our Definitions
This report originates from Passport, our Variety Stores research and analysis database.
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