THE DATA
The Asset
A continuously growing dataset of FMCG consumption across every purchase channel in Saudi Arabia. 10,000 households. 30,000 individuals. 50+ categories. Five sectors. Every channel measured, including the ones no one else can see.
DATASET OVERVIEW
What the data contains.
10,000
Households
Recruited across 10 Saudi regions, stratified by socioeconomic class, nationality, and household size. Weighted to project onto 8M+ residential households.
30,000
Individuals
Household members whose personal consumption is tracked in individual mode. Covers out-of-home occasions that household-level capture misses.
50+
FMCG Categories
Spanning five sectors: Food & Beverage, Personal Care, Homecare, Baby, and Other. From dairy to detergent, snacks to soap.
50,000+
Products
Vector-embedded product knowledge graph. Every product resolved to brand, manufacturer, category, segment, variant, and pack size.
40
Analytical Engines
Every standard and advanced consumer intelligence framework: penetration, loyalty, switching, growth decomposition, trial-and-repeat, HML, demographics.
Data currency.
Panel data is processed continuously. The pipeline runs daily for capture ingestion and matching, weekly for quality checks and panel health monitoring, and monthly for full statistical weighting and publication. Clients see updated data within days of collection, not the 90-day cycles that define legacy delivery.
GEOGRAPHIC COVERAGE
Saudi Arabia first. GCC next.
Current
Saudi Arabia
10 strata: Riyadh, Jeddah, Makkah, Madinah, Dammam, Eastern (excl. Dammam), Central (excl. Riyadh), North, South, Western (excl. Jeddah/Makkah).
Panel density is highest in the three primary consumption centers (Riyadh, Jeddah, Dammam) and proportionally distributed across secondary regions. Regional weighting corrects for any sample imbalance.
Roadmap
GCC expansion.
The infrastructure is geography-agnostic. The same ingestion pipeline, AI agents, and analytical engines work in any Arabic-English market. UAE and Egypt are the planned next markets, contingent on panel recruitment partnerships and regulatory alignment.
CATEGORY COVERAGE
50+ categories. Five sectors and expanding. One measurement perimeter.
Every category is measured with the full suite of 40 analytical engines. Penetration, loyalty, switching, growth decomposition, and competitive dynamics are available at the category, brand, and SKU level.
Food & Beverage
60+ categoriesCarbonated Soft Drinks, UHT Milk, Cheese, Biscuits, Chocolate, Canned Tuna +9 more
Personal Care
15+ categoriesShampoo, Toothpaste, Deodorant, Skincare, Hair Color, Soap
Homecare
10+ categoriesDetergent, Dishwashing, Surface Cleaner, Bleach, Air Freshener
Baby
5+ categoriesBaby Diapers, Baby Food, Baby Wipes, Baby Milk
Other
5+ categoriesTissue, Aluminum Foil, Plastic Bags
Each category carries the full KPI stack. Example for a representative F&B category:
CHANNEL COVERAGE
Every channel. Not just the ones with POS systems.
Legacy measurement captures modern trade because retailers share scanner data. IntellX captures every channel because the collection happens at the consumer, not the retailer.
Modern Trade
Hypermarkets, supermarkets, and chain grocery. The core of legacy measurement, fully covered by IntellX with the same granularity plus additional occasion and context data.
Traditional Trade
Baqalas, neighborhood shops, independent grocers. 40% of KSA FMCG sales. Structurally underrepresented in retail audits. IntellX captures barcode-level data from traditional trade through consumer-side collection.
E-Commerce
Online grocery orders from retailer websites and apps. Receipt parsing extracts line-item detail from order confirmations.
Delivery Apps
Jahez, HungerStation, Careem, and 12+ other platforms. Tracked as a distinct channel, not lumped into e-commerce. Each app is identified and tagged.
Out-of-Home
Gas stations, cafes, convenience stores, QSR, restaurants, food trucks, bakeries, vending machines, pharmacies. The 25-35% blind spot. Captured at the item level through photo AI and barcode scanning at the point of consumption. Each OOH sub-channel is identified and tagged with occasion context.
DEMOGRAPHIC DIMENSIONS
Every KPI is breakable by who is buying.
Demographics are not an add-on. They are embedded in the weighting methodology. Every KPI in every category can be decomposed across any combination of the following dimensions.
Nationality
Saudi, Expat Arab, Expat Non-Arab
The 68/32 Saudi-Expat household split defines every consumption pattern in KSA. It is the first demographic break in every analysis.
Region
10 strata covering all Saudi provinces
Regional consumption patterns vary dramatically. Riyadh and Jeddah alone account for over 40% of national FMCG spend.
Socioeconomic Class
AB, C1, C2, D
SEC determines brand repertoire size, channel preference, and price sensitivity.
Household Size
1-3, 4-5, 6+
Household size drives volume per trip. Large households (6+) represent 30%+ of Saudi households and have distinct buying patterns.
Income
Multiple income bands
Available for 90% of panelists. Enables price elasticity and premiumization analysis.
Age
Head of household age bands
Youth-driven categories (snacks, beverages) vs. family-driven categories (staples, baby) show distinct age profiles.
Gender
Male, Female head of household
Available at the individual level for out-of-home consumption analysis.
See the data. Ask any question.
A 30-minute data briefing. We will show you the category coverage, the demographic depth, the channel granularity, and how the data answers the specific questions your team is asking today.
Request a Data Briefing