Feb 4, 2025
Emerging Markets Consumer Research in Saudi Arabia and Indonesia
Understanding and Shaping the Next Trend in Nicotine Consumption
Our client, a leading European venture builder, wanted to understand and shape the next big trend in nicotine consumption across emerging markets for JTI, one of the largest tobacco companies in the world. Specifically, they sought to uncover how social behaviours, cultural perceptions, and retail landscapes in Saudi Arabia and Indonesia influence the adoption of new nicotine products. The objective was clear: to identify genuine drivers of product choice and develop offerings that seamlessly integrate into consumers’ lifestyles.
Our Approach
MindMarket orchestrated a two-week ethnographic research initiative across Riyadh and Jakarta, blending real-world observations, street intercepts, in-depth interviews, and focus groups. We went beyond recruitment, embedding local researchers, translators, and fieldwork assistants to ensure seamless execution.
With client teams on the ground, we adapted in real time, managing last-minute changes and conducting interviews late into the night to capture authentic, unfiltered insights.
In Riyadh, we explored how nicotine consumption fits into social settings, home routines, and workplace environments. Our research uncovered surprising findings about the increasing role of female consumers—women in Saudi Arabia are actively engaging with nicotine products, integrating them into their daily lives, whether alone, with friends, or as part of household rituals. The market landscape further revealed that retail availability and branding significantly impact purchasing decisions, with consumers favouring products that align with their lifestyles.
In Jakarta, we observed a different dynamic. The city’s fast-paced environment meant nicotine use was often tied to convenience, with consumers opting for products that fit seamlessly into busy routines. Social factors also played a crucial role—public perception and discretion influenced product choice, with some consumers preferring alternatives that allowed for more private consumption. Cultural influences, including traditional smoking practices, further shaped preferences and acceptance levels.
Key Insights & Impact
This research provided culturally nuanced intelligence, enabling our client to fine-tune their approach for each market.
The findings directly influenced product development, helping to shape new nicotine solutions that align with both modern lifestyle needs and deep-rooted cultural behaviours.
We identified strategic retail opportunities, ensuring optimal product positioning in both premium and everyday retail spaces.
Why MindMarket?
We don’t just deliver research—we bring deep, human-driven insights that allow brands to lead, not follow.
Our hands-on, flexible approach means we thrive in complex, evolving environments, adapting seamlessly to last-minute changes.
Whether it’s navigating cultural nuances or working late into the night to capture raw consumer behaviors, we ensure every insight translates into real business impact.
What’s Next? Let’s Talk.
Looking to uncover the next big trend in your industry? Let’s connect.