By: Aamir Allibhoy: General Manager, SRMG Labs

Defining shift from 2025

In 2025, it became more than evident that attention cannot be bought and must be earned through cultural relevance, true value, and a clear point of view. Nowhere was this more evident than in Saudi Arabia, particularly across FMCG and Retail, where the rise of homegrown brands did not just challenge established global players but the status quo itself. By moving beyond surface level localization and trend chasing, staying close to real consumer realities and pain points, and proving that creativity had regained its commercial power, these brands showed that in a crowded, performance driven landscape, bold ideas grounded in genuine value, and not just media efficiency, were the true differentiator, driving deeper trust and disproportionate business impact.

Bold, grounded prediction for 2026

Looking ahead to 2026, I believe brands will be judged less on what they say they stand for and more on who they make things possible for. In Saudi Arabia and the wider GCC, the strongest growth will come from brands that focus on democratizing access, not just aspiration, by opening up categories through inclusion, fair value, and thoughtful design. Global businesses and brands will have to work harder than ever to deliver on this in truly authentic ways. Equality, happiness, and self-worth will move from nice words to real actions, shaping products, pricing, and even content, alongside everyday experiences that ultimately decide which brands people choose to bring into their lives.