Resources · Reference data
UAE branding and marketing statistics, 2026.
A reference list of current figures on the UAE’s consumers, shops, media and brands, for anyone writing a business plan, a pitch or an article. Each figure comes from a named publisher and links straight to the original source, so you can check it and cite it.
Key numbers
- 99.0%99.0% of the UAE population uses the internet, or 11.3 million people.
DataReportal (Kepios), Digital 2026: The United Arab Emirates, End of 2025
- AED 42.2 billionThe UAE e-commerce market reached AED 42.2 billion (USD 11.5 billion) in 2025, up from AED 17.6 billion in 2020.
EZDubai Logistics Hub and Euromonitor International e-commerce report, press release on Zawya, 2025
- 29,303Dubai had 29,303 food establishments after the first half of 2026, according to Dubai Municipality figures.
Gulf News, reporting Dubai Municipality figures (via Al Bayan), First half of 2026
- Nearly 95%SMEs make up nearly 95 percent of all companies operating in the UAE.
UAE Ministry of Economy and Tourism, National Forum for SMEs press release, January 2026
- 87%87% of people in the UAE say they trust the brands they use, one of the highest levels in the world.
Edelman, 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me (UAE), 2025 (report released November 2025)
- 38,169Sharjah issued and renewed 38,169 business licences in the first half of 2026, including 4,597 new licences, up 5% year on year.
Entrepreneur Middle East, Sharjah Issues and Renews More Than 38,000 Business Licenses in H1 2026 (figures from the Sharjah Economic Development Department), January to June 2026
Digital and consumers
How people in the UAE go online, shop on their phones and use social media.
11,294,243
The UAE had 11,294,243 residents at the end of 2024, according to the Federal Competitiveness and Statistics Centre.
In the source:
The Federal Competitiveness and Statistics Centre (FCSC) reported that the UAE’s population grew by 615,687 in 2024, rising to 11,294,243 residents compared to 10,678,556 in 2023.
99.0%
99.0% of the UAE population uses the internet, or 11.3 million people.
In the source:
There were 11.3 million individuals using the internet in the United Arab Emirates at the end of 2025, when online penetration stood at 99.0 percent.
23.0 million
The UAE had 23.0 million active cellular mobile connections in late 2025, equal to 202% of the population.
In the source:
A total of 23.0 million cellular mobile connections were active in the United Arab Emirates in late 2025, with this figure equivalent to 202 percent of the total population.
9.70 million
Facebook could reach 9.70 million users in the UAE in late 2025.
In the source:
Data published in Meta’s advertising resources indicate that Facebook had 9.70 million users in the United Arab Emirates in late 2025.
8.05 million
Instagram could reach 8.05 million users in the UAE in late 2025, equal to 70.5% of the population.
In the source:
Numbers published in Meta’s advertising tools indicate that Instagram had 8.05 million users in the United Arab Emirates in late 2025.
8.37 million
YouTube could reach 8.37 million users in the UAE in late 2025, equal to 73.3% of the population.
In the source:
Google’s advertising resources indicate that YouTube had 8.37 million users in the United Arab Emirates in late 2025.
12.5 million
TikTok could reach 12.5 million users aged 18 and above in the UAE in late 2025.
In the source:
Figures published in TikTok’s advertising resources indicate that TikTok had 12.5 million users aged 18 and above in the United Arab Emirates in late 2025.
10.0 million
LinkedIn had 10.0 million registered members in the UAE in late 2025.
In the source:
Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 10.0 million “members” in the United Arab Emirates in late 2025.
5.13 million
Snapchat could reach 5.13 million users in the UAE in late 2025, equal to 44.9% of the population.
In the source:
Data published in Snap’s advertising resources indicate that Snapchat had 5.13 million users in the United Arab Emirates in late 2025.
614.42 Mbps
The median mobile internet download speed in the UAE was 614.42 Mbps at the end of 2025.
In the source:
Median mobile internet download speed via cellular data networks*: 614.42 Mbps.
AED 42.2 billion
The UAE e-commerce market reached AED 42.2 billion (USD 11.5 billion) in 2025, up from AED 17.6 billion in 2020.
In the source:
According to the report, the UAE’s e-commerce market reached AED 42.2 billion (USD 11.5 billion) in 2025, up from AED 17.6 billion (USD 4.8 billion) in 2020, representing a compound annual growth rate (CAGR) of 19% over the five-year period.
70%
70% of UAE consumers use AI to support their shopping, a 44% increase on 2024.
In the source:
Seventy per cent of consumers in the UAE now use AI to support their shopping, a 44
89%
89% of UAE shoppers regularly read reviews before buying, and 88% compare prices across retailers.
In the source:
They also carry out extensive research, with 89% regularly reading reviews before purchasing and 88% comparing prices across retailers.
Every adult
The UAE is one of only three countries, with Norway and Libya, where every adult resident owns a mobile phone, according to the World Bank's Global Findex 2025.
In the source:
The UAE, along with Norway and Libya, is among the only three countries in the world where every adult resident owns a mobile phone, according to a new study.
4,807,185
Dubai's population reached 4,807,185 in late September 2026, up 226,885 since the start of the year.
In the source:
Dubai’s population has increased by 226,885 people since the start of 2026, reaching 4,807,185 by midday Monday, according to figures from the Dubai Data and Statistics Establishment, part of Digital Dubai.
Food, FMCG and retail
Figures on what people buy, where they buy it and the shops and brands that sell it.
19.59 million
Dubai welcomed 19.59 million international overnight visitors in 2025, up 5% from 18.72 million in 2024.
In the source:
Strategic partnerships, global marketing campaigns and major events contributed to Dubai welcoming 19.59 million international overnight visitors in 2025, marking a 5% increase compared to 18.72 million arrivals in 2024, according to data published by the Dubai Department of Economy and Tourism (DET), and a third successive year of record-setting figures.
80.7%
Dubai hotels averaged 80.7% occupancy in 2025, up from 78.2% in 2024.
In the source:
Average occupancy for hotels in Dubai stood at 80.7% in 2025, up from 78.2% in 2024, according to DET’s hospitality metrics.
6.97 million
Dubai received 6.97 million international overnight visitors in the first eight months of 2026, including about 869,000 in August, its strongest month since February 2026.
In the source:
The strong hotel performance was reflected in visitor numbers, with Dubai welcoming approximately 869,000 international overnight visitors in August 2026, building on month-on-month, double-digit growth since March. This represented its strongest monthly volume since February 2026, taking total international visitation to 6.97 million across the first eight months of the year.
66%
Dubai hotel occupancy reached 66% in August 2026, up from 36% in March 2026 and equal to 89% of the August 2025 level.
In the source:
Hotel occupancy reached 66% in August, representing 89% of the city’s occupancy levels in August 2025, and continuing a steep climb from 36% occupancy in March 2026.
29,303
Dubai had 29,303 food establishments after the first half of 2026, according to Dubai Municipality figures.
In the source:
The latest figures bring the total number of food establishments in Dubai to 29,303, reflecting sustained growth in one of the emirate's fastest-expanding sectors, Al Bayan newspaper reported.
1,898
1,898 new food establishments opened in Dubai in the first half of 2026, around 10.5 a day, according to Dubai Municipality.
In the source:
Dubai: Dubai's food sector continued its rapid expansion in the first half of the year, with 1,898 new food establishments opening across the emirate, equivalent to around 316 new businesses a month or 10.5 every day, according to Dubai Municipality.
4,764
Dubai licensed 4,764 new food establishments in 2025, taking the emirate's total to 27,414 at the start of 2026, according to Dubai Municipality.
In the source:
أن عدد المؤسسات الغذائية الجديدة في دبي خلال العام الماضي بلغ 4764 مؤسسة غذائية جديدة، مشيرة إلى أن إجمالي عدد المؤسسات الغذائية في دبي يبلغ حالياً 27414 مؤسسة.
10 million tonnes
Dubai imported 10 million tonnes of food in 2025 across more than 372,000 food shipments, according to Dubai Municipality.
In the source:
فيما بلغ عدد الشحنات الغذائية المستوردة خلال عام 2025 أكثر من 372 ألف شحنة غذائية، وبلغت كمية الأغذية المستوردة خلال العام الماضي 10 ملايين طن أغذية
$17.7 billion
The UAE imported $17.7 billion of consumer-oriented food and agricultural products in 2025.
In the source:
The UAE imported $17.7 billion in consumer-oriented products in 2025. Primary suppliers are the European Union, India, Brazil, the United States, Saudi Arabia, and China.
$20 billion
The UAE grocery retail market had total revenue of $20 billion in 2025.
In the source:
The UAE’s grocery retail market had a total revenue of $20 billion in 2025.
US$17.3 billion
Retail sales of fresh and packaged food in the UAE reached US$17.3 billion in 2025.
In the source:
The briefing also shared insights based on Euromonitor data, showing that retail sales of fresh and packaged food products in the UAE reached a value of US$ 17.3 billion in 2025.
US$7.68 billion
UAE retail sales of packaged food were US$7.68 billion in 2025 and are forecast to grow at 5.4% a year to 2030.
In the source:
The presentation showcased forecasts that retail sales of packaged food in the UAE will rise from US$ 7.68 billion in 2025, achieving a CAGR of 5.4% until 2030. Staple foods accounted for the largest share of packaged food sales, reaching US$ 2.7 billion in 2025, and are expected to achieve a CAGR of 6% between 2025 and 2030.
$1.3 billion
Online food retail sales in the UAE reached $1.3 billion in 2025.
In the source:
The UAE’s food e-commerce retail sales reached $1.3 billion in 2025.
More than 24%
Discount grocery stores in the UAE grew by more than 24% in 2025, while hypermarkets, still the dominant format, grew 5.3%.
In the source:
In 2025, hypermarkets in the United Arab Emirates continued to dominate the retail grocery sector, largely due to their convenient one-stop-shop appeal. However, the overall growth of hypermarkets was a modest 5.3 percent, in comparison to the rising competition from emerging formats like discount stores (which grew more than 24 percent in 2025) as they drew customers from various income segments by offering greater value.
$18.5 billion
UAE food service sales rose 2% in 2025 to about $18.5 billion, with outlet numbers up 2% to 17,751.
In the source:
The UAE food service value sales rose by 2 percent in 2025 to approximately $18.5 billion. Outlet numbers grew by 2 percent to reach 17,751.
US$576 million
Dubai attracted US$576 million of greenfield investment in its food and beverage sector between 2021 and 2025.
In the source:
The chamber’s presentation noted that Dubai attracted a total of US$ 576 million in greenfield investment across the food and beverage sector between 2021 and 2025, according to fDi Intelligence data.
570+
More than 570 food and beverage processors operate in the UAE, producing 5.96 million metric tons a year.
In the source:
Over 570 food and beverage processors, relying heavily on imported commodities and ingredients, operate in the UAE and produce 5.96 million metric tons annually.
18 food types, 38 initiatives
The UAE's National Food Security Strategy 2051 defines a national food basket of 18 main food types, has 38 initiatives, and aims to make the UAE the world's best in the Global Food Security Index by 2051.
In the source:
The National Strategy for Food Security defines the elements of the national food basket, which includes 18 main types, based on 3 main criteria: ... It includes 38 short and long-term key initiatives and is geared by 5 strategic goals ... The strategy aims to: make the UAE the world’s best in the Global Food Security Index by 2051 and among the top 10 countries by 2021.
8,500+ exhibitors
Gulfood 2026 in Dubai brought together more than 8,500 exhibitors from 195 countries, showing 1.5 million products.
In the source:
Gulfood 2026 brings together more than 8,500 exhibitors from 195 countries, showcasing 1.5 million products.
AED86.9 billion
Dubai's wholesale and retail trade sector was worth AED86.9 billion in the first nine months of 2025, up 4.6%, and made up 25.9% of Dubai's GDP in the third quarter.
In the source:
The sector reached a value of AED86.9 billion during the first nine months of 2025, achieving growth of 4.6% compared to the same period of 2024. In the third quarter of 2025, the sector grew 4.9%, contributing 25.9% to GDP, with a total value of AED29.5 billion.
Business, advertising and media
Figures on companies, advertising spend and the media businesses use to reach customers.
6.2%
The UAE's real GDP grew by 6.2 percent in 2025 to reach Dh1.9 trillion.
In the source:
the UAE's real gross domestic product (GDP) grew by 6.2 percent in 2025 compared to 2024, reaching Dh1.9 trillion.
6.8%
UAE non-oil GDP grew by 6.8 percent in 2025 to reach Dh1.5 trillion, faster than the economy as a whole.
In the source:
Non-oil GDP increased by 6.8 percent during 2025 compared to 2024, reaching Dh1.5 trillion.
1.33 million
The UAE has 1.33 million small and medium enterprises, according to the Minister of Economy and Tourism.
In the source:
With their number reaching 1.33 million, they account for more than 85 per cent of jobs in the private sector.
More than 85%
SMEs account for more than 85 percent of private sector jobs in the UAE.
In the source:
With their number reaching 1.33 million, they account for more than 85 per cent of jobs in the private sector.
63%
SMEs contribute 63 percent of the UAE's GDP.
In the source:
Their contribution to the UAE’s GDP has reached 63 per cent
Around 250,000
Around 250,000 new companies were established in the UAE in 2025.
In the source:
In 2025 alone, around 250,000 new companies were established, underlining strong confidence in the UAE economy.
More than 1.4 million
The UAE had more than 1.4 million active companies at the end of 2025.
In the source:
Since the issuance of the Commercial Companies Law in September 2021 until the end of 2025, the UAE has attracted nearly 760,000 new companies, bringing the total number of active companies to more than 1.4 million
Nearly 125,000
The UAE had nearly 125,000 new-economy companies at the end of the first half of 2026, up about 37 percent on a year earlier.
In the source:
The number of new-economy companies in the UAE has reached nearly 125,000, up about 37 per cent from a year earlier.
4,597
Sharjah issued 4,597 new business licences in the first half of 2026, up 5 percent year on year.
In the source:
the number of licenses issued reached 4,597, with a growth rate of 5% during this period of 2026.
2,709
2,709 new companies joined the Dubai Chamber of Commerce in March 2026.
In the source:
Dubai Chamber of Commerce, one of the three chambers operating under the umbrella of Dubai Chambers, has announced that 2,709 new companies joined the chamber during March 2026.
17,217
The UAE registered 17,217 national and international trademarks in the first half of 2026.
In the source:
The UAE registered 17, 217 national and international trademarks during the first half of 2026
Around 39,113
Around 39,113 trademarks were registered in the UAE in 2025.
In the source:
The trademark figure compares to around 39,113 registrations for the whole of 2025.
More than 640,000
More than 640,000 businesses had registered for UAE Corporate Tax by early October 2025.
In the source:
announced that the number of Corporate Tax registrants has exceeded 640,000.
$8.4 billion
WPP Media forecasts the MENA advertising market to grow 7 percent in 2026 to $8.4 billion.
In the source:
The Middle East and North Africa (MENA) advertising market is projected to grow by 7 percent in 2026, reaching $8.4 billion, reflecting resilience despite ongoing geopolitical tensions and economic uncertainty, according to WPP Media’s 2026 This Year Next Year Midyear Advertising Forecasts
$874 million
Out-of-home advertising revenue in MENA is forecast to fall 5.2 percent to $874 million in 2026.
In the source:
Out-of-home (OOH) advertising revenue is expected to decrease by 5.2 percent to $874 million due to short-term advertiser caution, while cinema advertising is forecast to grow by 8 percent, reflecting continued recovery and audience engagement.
$8.185 billion
Digital advertising spend in MENA reached $8.185 billion in 2025, up 17.8 percent year on year.
In the source:
total digital ad spend reaching $8.185 billion in 2025 ... digital advertising expenditure in the region grew by 17.8 per cent year-on-year
More than 3,000
The UAE Media Council had issued more than 3,000 Advertiser permits for social media advertising to applicants from over 80 nationalities.
In the source:
The UAE Media Council has announced the issuance of more than 3,000 “Advertiser” licences ... to applicants representing over 80 nationalities
More than 500,000
More than 500,000 vehicles were registered in Dubai's commercial transport sector in 2025, up about 25 percent.
In the source:
The total number of vehicles registered in the sector surpassed 500,000, reflecting an increase of approximately 25%.
Brands, trust and language
Figures on what people trust, how they choose brands and the languages they use.
87%
87% of people in the UAE say they trust the brands they use, one of the highest levels in the world.
In the source:
The 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me shows that 87 per cent of people in the Emirates trust the brands they use, one of the highest levels globally.
53%
53% of UAE consumers assume a brand is doing nothing or hiding something when it stays quiet on societal issues.
In the source:
More than half (53 per cent) of UAE consumers say they assume the brand is doing nothing or hiding something when a brand stays quiet on societal issues.
66%
66% of UAE consumers trust products made in Japan, the highest score of any country of origin tested.
In the source:
Even though faith in German brands is high, consumers in the UAE show the strongest trust in products made in Japan (66%).
46% of men vs 35% of women
46% of men in the UAE trust products recommended by influencers or celebrities, compared with 35% of women.
In the source:
according to the report 46% of men in the UAE trust products recommended by influencers or celebrities, compared to just 35% of women.
66%
66% of UAE consumers say they prefer brands that are sustainable.
In the source:
with more than two-third of UAE consumers (66%) say they prefer brands that are sustainable.
73%
Among UAE consumers who prefer sustainable brands, 73% agree they don't mind paying more for products that are good for the environment.
In the source:
Among those who prefer sustainable brands, three-quarters agree with statement ‘I don’t mind paying more for products that are good for the environment’ (73%)
65%
65% of UAE consumers, and 61% of UAE Gen Z, say they don't pay attention to the brands they buy as long as the product meets their needs.
In the source:
Almost two-thirds (65 per cent) of UAE's consumers and 61 per cent of the UAE's Gen Z population don't pay attention to the brands they're buying
67%
67% of UAE consumers have switched to own-label (store brand) alternatives because they are more affordable.
In the source:
According to the study, 67 per cent of all consumers in the UAE have switched to own-label alternatives because they are more affordable.
68%
68% of UAE consumers still actively advocate for their favourite brands in public.
In the source:
a significant proportion of UAE consumers (68 per cent) still actively advocate for their favourite brands in public.
72%
72% of UAE shoppers say they are willing to pay more for quality products, up 4 points on the previous year.
In the source:
72% of shoppers in UAE and 71% in KSA claim that they are willing to pay more for quality products [...] This number has increased +4 points vs a year ago
66%
66% of UAE consumers prefer to buy locally made products from small businesses in their area.
In the source:
66 per cent of UAE consumers prefer to buy locally made products from small businesses in their area
71%
71% of young Arabs aged 18 to 25 across 10 countries including the UAE prefer media in Arabic, yet 67% say Arabic content feels outdated.
In the source:
71 per cent of respondents prefer media in Arabic, while 67 per cent believe Arabic content feels outdated.
67%
67% of UAE residents trust review and rating sites, while only 5% distrust them.
In the source:
In UAE, more than two-third (67%) of residents trust review and rating sites, while only 5% indicated a distrust.
23%
23% of UAE consumers say they would make a Ramadan purchase based on recommendations from trusted influencers, the top purchase driver in the survey.
In the source:
In terms of what influences their purchases, referrals and recommendations from 'trusted' influencers takes the top spot, with 25 per cent of Saudi consumers from the sample saying they would make a purchase based on this criteria, a sentiment which is supported by 23 per cent of UAE consumers.
55%
55% of UAE consumers expect to spend more on groceries during Ramadan, the top category for increased spending.
In the source:
Groceries are the top category that sees increased spending during Ramadan with 55 per cent of UAE consumers choosing to allocate their budgets towards this and 58 per cent of KSA consumers saying the same.
17%
17% of UAE consumers say they switch brands during Ramadan if they find better offers or bundles.
In the source:
Seventeen percent of UAE consumers told YouGov they switch brands if they find better offers or bundles.
27%
In the UAE, local culture and special offers (27% each) top what people see as authentic Ramadan advertising, ahead of charitable or sustainable action (25%) and family stories (24%).
In the source:
The UAE shows a similar hierarchy: local culture and special offers (both 27%) sit at the top, followed closely by charitable or sustainable action (25%), while family stories trail slightly at 24%
How we checked these numbers
- Every figure links to the page or report it came from, and names the publisher.
- We opened each source and copied its wording, so the sentence here says what the publisher says. Where it helps, the source’s own words appear under the figure.
- Each figure shows the period it covers, so you can see how recent it is.
- We review the page every month and replace figures when publishers release newer ones.
- Last checked on .
The figures come from the publishers named beside them, not from Abcon Branding. If a publisher revises a number, the publisher’s version is the one to use. Spotted a mistake or a newer figure? Email info@abconbranding.com.
Cite this page
Abcon Branding, UAE Branding & Marketing Statistics 2026, updated 9 October 2026, https://abconbranding.com/uae-branding-statistics
You are free to quote any figure on this page in articles, reports, presentations, course material and AI answers without asking us. Please name the original publisher and link to this page, or to the figure itself with its “Link to this figure” address. The figures belong to their publishers; this list and its wording are by Abcon Branding.
What this means for your brand
Numbers are only useful if they change a decision. These are the points we would raise with a client after reading this page.
Start with the phone.
Read the figures on how people in the UAE go online, then open your own website on a phone. If it is slow, hard to read or hides the phone number, fix that before you spend more on ads.
Pick your channels on purpose.
Look at the digital and consumer figures before you choose where to post. Two or three channels your customers really use, done well, beat a thin presence everywhere.
Design for the shelf and the screen.
Read the food, FMCG and retail figures with your own range in mind. A pack has to work on a crowded shelf and as a small picture in a delivery app, so test it at both sizes.
Plan Arabic and English together.
Read the figures on trust and language with your customers in mind. Design both scripts from the start, so neither looks like an afterthought on a sign, a pack or a post.
Dubai is not the whole market.
The figures for Sharjah and the other emirates are worth reading if you sell outside Dubai. Customers, distances and media habits can change from one emirate to the next, and a plan built only for Dubai can miss them.
Questions and answers
Where do these numbers come from?
From the publishers named beside each figure. Every figure links to the page or report it came from. Abcon Branding collected and checked the figures but did not produce them.
How often is this page updated?
We review it every month. When a publisher releases a newer figure we replace the old one, and the date at the top of the page shows the last day a figure was checked.
Can I use these statistics in my article, report or presentation?
Yes. You can quote any figure on this page without asking. Please name the original publisher and link to this page or to the figure's own link, so readers can check the source.
How do I cite a figure from this page?
Use the Copy citation button beside the figure, or write: Source: Abcon Branding, UAE Branding & Marketing Statistics 2026, followed by the figure's link. For academic or legal work, cite the original publisher as well.
Can Abcon help us use these numbers for our brand?
Yes. Abcon Branding is a branding agency in Dubai with an office in Sharjah. We help businesses turn market figures like these into a brand, packaging, website or marketing plan. Tell us about the business and we will reply with where we would start.
