العربية Get in Touch
Saudi Pulse by Muhimma

Category Intelligence Packs

Know your category before your competitors do. Sector-specific consumer intelligence, delivered quarterly from Saudi Arabia’s most rigorous consumer sentiment tracker.

Request a Sample Pack Browse Sectors ↓
2,000+
Nationally representative respondents per wave
16
Categories tracked across every wave
22
Sectors quality-rated and NPS-benchmarked
4×
Quarterly waves per year
The Problem

Most brand decisions in KSA are made without a live category read

National sentiment indices, brand trackers, and sales data leave a critical gap between macro mood and the category-level signals that actually drive volume.

01
Macro data misses the category signal
National sentiment indices tell you the country is cautious. They do not tell you whether your category is being cut first, held steady, or quietly gaining wallet share as consumers reprioritize their spending.
02
Brand trackers only show your brand
Brand health tools track perception, not consumers’ willingness to spend in your category, their quality expectations, or how far up the priority list you sit when household budgets tighten.
03
Competitive intelligence is backward-looking
Sales data shows where share went. Category sentiment data shows where it is going, before competitors see the shift in their own numbers. The window to act is in the leading indicator.
The Solution

Sector intelligence, updated every quarter

Category Intelligence Packs are modular reports built from live consumer data, one for each sector that matters to your business. Buy one sector or build a full category portfolio.

Category Relevance & Heat
CRI (Category Relevance Index) × CAEI (Category Affinity & Excitement Index) matrix positioning your category against 16 others. See where consumer relevance and emotional excitement sit — and how they are trending wave-on-wave.
Budget Resilience Rankings
Where your category sits on the consumer’s mental cut-list. First-to-cut versus last-to-cut data that tells you how vulnerable or protected you are when household spending contracts.
Sector Quality & NPS
Consumer-rated quality scores and net promoter benchmarks across 16 sectors. Understand how your category is performing on the satisfaction indicators that predict retention.
Purchase Pipeline
Recent spending incidence and 12-month forward purchase likelihood, the forward indicator for volume before it shows up in your sell-out data.
Channel Shift & Payments
Which channels are gaining and losing share within your sector, and where payment modernity is accelerating or lagging. Built across 12 consumer channels.
Trust & Influence Map
Which information sources your category’s consumers trust most, and where brand advertising, social content, and word of mouth sit in that decision hierarchy.
The Data Behind It

Built on Saudi Pulse — KSA’s leading consumer sentiment tracker

Saudi Pulse runs quarterly, nationally representative surveys designed to track consumer sentiment, category behavior, and spending patterns over time.

2,000+
Nationally representative respondents per wave
4
Waves per year, quarterly cadence
16
Consumer categories tracked every wave
22
Sectors rated on quality and NPS
Category Relevance Index (CRI)
How important each category is to consumers’ day-to-day lives, not just awareness or purchase frequency.
Category Affinity & Excitement Index (CAEI)
Consumers’ emotional heat toward each category: enthusiasm, aspiration, and active engagement.
Budget Vulnerability Score (BVS)
Which categories consumers would cut first, and which they would protect last, when household budgets tighten.
Purchase Intent & Channel Behavior
12-month forward purchase likelihood and channel shift data across 12 consumer touchpoints.
EBI-Grounded Methodology
All analysis is grounded in Ehrenberg-Bass Institute principles: evidence-based, replicable, and designed to support investment decisions rather than justify prior ones.
Wave-on-Wave Trend Tracking
Consistent methodology across waves means you can track directional movement, not just static snapshots. Available from Wave 2 onwards for subscribers.
Sectors Available

16 categories.
Buy only what you need.

CRI = Category Relevance Index (0–100)
Higher = more important to consumers’ daily lives
Groceries & FMCG
CRI 72.6 — Highest in KSA
Medicines & Pharmacy
CRI 66.8 — Growing signal
Personal Care
CRI 65.4 — Near-essential
Household Supplies
CRI 58.7
Clothing & Fashion
CRI 59.0
Electronics
CRI 54.1
Food Delivery
CRI 49.5 — Fast-growing
Coffee & Cafes
CRI 48.3 — Sticky category
Travel & Tourism
CRI 48.5
Dining & Restaurants
CRI 51.9
Gym & Fitness
CRI 48.6 — Rising demand
Furniture & Home
CRI 50.8
Beauty Services
CRI 52.3
Streaming & Entertainment
CRI 47.0
Automotive
CRI 45.0
Financial Services
Tracked · Public Signal
Growing relevance or notable demand signal this wave
Tracked — steady state
Sample Findings — Q1–Q2 2026

What a Category Intelligence Pack surfaces this wave

Four sector snapshots, showing the kind of signals that lead volume changes by two to three quarters.

Grocery & FMCG
72.6
Highest Category Relevance Index in KSA
−10.3pp
Supermarket NPS drop, W1→W2
Loyalty program membership fell 3.9pp to 45.1% as quality held steady. The risk is quiet: consumers show up but price-compare harder and shift toward private label.
F&B & Dining
−2.7pp
Sit-down dining spend incidence, W1→W2
+3.7pp
Food delivery channel adoption
Format substitution. Delivery is capturing the calories dining rooms are losing. Coffee sits apart: sticky, resilient, and still growing.
Beauty & Personal Care
−16.3pp
Personal care budget-cut vulnerability, biggest improvement in the dataset
−6.9pp
Saudi brand preference, W1→W2
Products have become near-essential. Services are being deferred. International brands have an opening as local brand preference continues to erode.
Electronics & Automotive
−9.7pp
Smartphone purchase intent, sharpest decline of any tracked item
−8.1pp
Automotive dealer NPS, W1→W2
Both categories are deferring big-ticket purchases. Electronics is bifurcating between essential devices and skippable upgrades. Automotive after-sales is the near-term focus.
What You Receive

A ready-to-use strategic briefing

Every Category Intelligence Pack arrives as a complete, presentation-ready report with the analysis already done.

01
Executive Sector Summary
Headline indices, wave-on-wave movement, and the 3 most commercially significant signals for your sector this quarter. Built to brief leadership teams in under 5 minutes.
02
Category Position Report
CRI × CAEI matrix with your sector highlighted against all 16 categories. Budget vulnerability rank and purchase intent trend across waves.
03
Competitive Sector Benchmarks
Quality scores and NPS for all measurable players in your sector, with directional movement. Identify where consumer trust is shifting before it shows in market share.
04
Channel & Behavior Analysis
Shopping channel shifts, payment modernity index, and trust source map, all calibrated to your sector’s specific consumer base rather than the overall KSA average.
05
Three Implications
Our analysts translate the data into 3 actionable priorities for your category this wave. Grounded in Ehrenberg-Bass methodology: evidence-first.
06
Underlying Data File (Excel)
Index values and segment breakdowns for your sector, formatted to plug into your own models or dashboards. Available with all subscription tiers.
Delivery Cadence

Four waves a year. Delivered within two weeks of each wave closing.

Wave-on-wave trend data becomes available from your second wave onwards. The longer you subscribe, the sharper the directional signal.

W1
Q1 Wave 1
January / February
Completed
W2
Q1 Wave 2
March / April
Active Now
W3
Q2 Wave 3
May / June
Q2 2026
W4
Q2 Wave 4
July / August
Q3 2026
How to Buy

Start with one sector. Scale as you need.

Three ways to access Category Intelligence Packs, from a single-wave purchase to a full annual subscription with debrief.

Single Pack
One Sector, One Wave
The right starting point. Buy a single-sector report for one wave to see the data quality and test internal appetite before committing to a subscription.
  • Full Category Intelligence Pack for one sector
  • Executive summary, benchmarks, and 3 implications
  • Underlying Excel data file
  • Delivered within 2 weeks of wave close
Get in Touch →
Multi-Sector Bundle
3+ Sectors per Wave
Best for brand and category teams that need to track across a portfolio or monitor competitive categories alongside their own.
15% off the single-pack rate
  • All single-pack deliverables for each sector
  • Cross-sector comparison index included
  • Priority delivery before general release
  • 60-minute analyst debrief per wave
Get in Touch →
Annual Subscription
All 4 Waves, 1 Sector
For teams that need a continuous read on their category. Full-year access with trend data, priority delivery, and a dedicated Muhimma analyst contact.
  • All 4 quarterly waves for your sector
  • Wave-on-wave trend tracking from Wave 2
  • Dedicated analyst contact for questions
  • Annual synthesis report included
  • First access to new methodology releases
Get in Touch →

Get Started

Ready to know your category?

Tell us your sector and we’ll send you an actual Category Intelligence Pack from the latest wave without any obligation or generic demo.

Get in Touch →

Or reach the team directly at [email protected] · we’ll respond within one business day.