3. E-grocery: A chance for incumbents to gain market share There is significant headroom for continued growth in e-grocery, as penetration is still low relative to global benchmarks, and intent to buy more online is high. Online grocery grew by more than 40 percent a year between 2019 and 2024 in four of the five MENA markets examined (Exhibit 6). Qatar has the highest share of e-grocery, at 11.4 percent—already on par with, and likely to surpass, global benchmarks. At the same consumers in Qatar said that they intended to buy more groceries online in 2025, up by six percentage points So far, the e-grocery opportunity has been captured by digital attackers focused on ultra-convenience