Toluna, a leading consumer insights, technology, panel, and market research consultancy provider, has released the findings from its recent survey on New Year’s resolutions for KSA residents for 2024. The data collected confirms an enduring commitment to healthier choices and lifestyles across the Kingdom.
Health Takes Centre Stage, Again
Health and healthy choices remain a paramount focus among respondents, with 44% committed to weight loss and 56% pledging to exercise regularly, underscoring an ongoing dedication to fitness. A remarkable 60% aim to eat more healthily, with some differences among generations: 60% among the 24-35 age group and a bigger commitment to this goal (76%) from those aged 54-64.
There's a growing interest in plant-based diets, with 29% considering this dietary choice, and 56% favoring fresher food options. Overall, 54% plan to focus on the nutritional value of their food.
Travel Enthusiasm Persists
The yearning for travel persists, with 44% expressing a desire to explore new destinations more frequently in 2024, and 30% aiming to engage more in networking and socializing activities during their travels. Regarding travel plans, there's a notable shift in the frequency of trips among residents whereas 29% aim for one to two trips annually, 47% plan to take three to four, and 14% wish to go on five to six trips in 2024. Popular destinations include UAE (54%) Turkey (45%), and Switzerland (25%).
Financial Goals
In terms of spending behavior, 17% are planning significant budget allocations, signalling a noticeable shift in financial priorities. Moreover, 45% expressed interest in investing in gold and diamond jewellery, while 61% intend to buy a new car and 46% allocate more of their budget to luxury clothing. Simultaneously, 56% aim to purchase a new property.
Insights from Social Media Preferences
In line with spending more quality time with friends and family (56%), 29% are planning to reduce time spent on social media platforms such as Facebook, Twitter, TikTok, and Instagram.
Positive Outlook and Goal Confidence
80% of respondents considered that they achieved their goals for 2023 and also have a positive outlook for 2024 with 48% expressing confidence in sticking to their resolutions. At the same time, 58% are hopeful and believe their lives will improve in 2024.
Georges Akkaoui, Enterprise Account Director & Office Leader MEA at Toluna, commented on the report findings, stating: “Our yearly survey provides great insights into the evolving aspirations and behaviors of the vibrant KSA community. The results this year are consistent with what we saw last year: people are focused on health goals and want to have more fulfilling and meaningful experiences in the company of friends and family. For brands, it’s important to understand these motivating factors and behaviors to deliver value and be a part of the virtuous cycle that consumers plan to achieve”