TGM 2023 Ramadan market research in Country
TGM BANGLADESH INSIGHT PULSE
Ramadan Mubarak

TGM Bangladesh Ramadan Insights 2023

In the lead up to Ramadan 2023, TGM Research conducted a comprehensive international online survey to gain insight and deeper understanding into the behaviors and attitudes of Muslims in multiple countries, including Bangladesh. The research aims to provide a comprehensive picture of consumer expectations and behaviors during Ramadan 2023 in Bangladesh and shed light on the attitudes and experiences of those who will be observing this holy month.
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TGM 2023 Ramadan Insights in Bangladesh

Population of Bangladesh

Bangladesh has a population of approximately 169 million people, making it the eighth-most populous country in the world. Bangladesh has a diverse population, Islam is the official religion of Bangladesh, and it is practiced by approximately 83 percent of the population. The majority of Muslims adhere to the Sunni branch of Islam, while a small group adheres to the Shia branch. Interestingly, Bangladesh is said to have one of the world's largest Muslim populations. However, there are three other major religions in Bangladesh which includes Hinduism, Buddhism, and Christianity.

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  • worldometers.info

    169.06 million

  • knoema.com

    39.7%

  • en.reingex.com

    140.27 million

  • datareportal.com/reports/digital-2022-Bangladesh

    52.58 million

  • datareportal.com/reports/digital-2022-Bangladesh

    49.55 million

How Ramadan celebrated in Bangladesh ?

Ramadan is a month-long religious festival that culminates in the important holiday of Eid-ul-Fitr, which is also celebrated in Bangladesh.During the month of Ramadan, Muslims flock to mosques to pray and celebrate this festival. Ramadan is intended to promote peace by emphasizing the teachings of the Quran (Koran) and the Islamic faith. It is an important part of Bangladeshi culture, where Islam is one of the most widely practiced religions.

Bangladeshi towns and villages come alive with lights and decorations on the street, in shops, and in the market place. The Muslim community takes the recitation of the Holy Quran (Koran) through Tarabih prayers very seriously, as does the distribution of the Holy Quran (Koran). Muslims take the opportunity during the Ramadan festival to hand out gifts such as books and gifts in an effort to spread the ""light"". The message of this time of peace and tranquillity is being carried to the streets and spoken to anyone who will listen.

Ramadan in 2023 is expected to start in Bangladesh on Wednesday, March 22 and will be followed by the Eid al-Fitr festival on Thusday, April 20, 2023.

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2023 Ramadan around the country

How Ramadan celebrated in Bangladesh ?

Ramadan is a month-long religious festival that culminates in the important holiday of Eid-ul-Fitr, which is also celebrated in Bangladesh. During the month of Ramadan, Muslims flock to mosques to pray and celebrate this festival. Ramadan is intended to promote peace by emphasizing the teachings of the Quran (Koran) and the Islamic faith. It is an important part of Bangladeshi culture, where Islam is one of the most widely practiced religions.

Bangladeshi towns and villages come alive with lights and decorations on the street, in shops, and in the market place. The Muslim community takes the recitation of the Holy Quran (Koran) through Tarabih prayers very seriously, as does the distribution of the Holy Quran (Koran). Muslims take the opportunity during the Ramadan festival to hand out gifts such as books and gifts in an effort to spread the ""light"". The message of this time of peace and tranquillity is being carried to the streets and spoken to anyone who will listen.

Ramadan in 2023 is expected to start in Bangladesh on Wednesday, March 22 and will be followed by the Eid al-Fitr festival on Thusday, April 20, 2023.

Selected insights from the survey

Key highlights from the TGM Ramadan 2023 Insights in Bangladesh

  • How is Ramadan in Bangladesh going to look like this year?

    Ramadan, a significant event for Muslims around the globe, is set to be commemorated with great fervor in Bangladesh, with an estimated 98.6% of the Muslim population participating in this year's festivities. During this holy month, followers of Islam engage in prayer, fasting and introspection. This is the most awaited season for 97% of respondents in Bangladesh, who cherish the chance to bond with their families (86%).

    In Asia, worshipping and spending time with loved ones during Ramadan are highly valued across all age groups. Among the participants surveyed in Bangladesh, 68% stated that they intend to engage in this tradition by waking up early for the pre-dawn meal (suhoor) and gathering with their loved ones. Interestingly, the younger generation in Bangladesh displays less interest in taking advantage of Ramadan sales and offers compared to those aged between 30-55 years old.

    The significance of Ramadan activities is consistent among Muslims of all ages. Observing the principles of Islam and embracing the essence of the holy month, charitable giving and worship remains at the forefront of the Muslim communities in Bangladesh, with 74% of respondents affirming their commitment to these practices.

    Following a period of isolation, the upcoming break provides a much-needed opportunity to partake in the holy month's warmth, generosity, and treasured traditions. Despite 20% of Muslim participants in Bangladesh expressing concern regarding the COVID-19 pandemic, this Ramadan is anticipated to serve as a return to familiarity, a time for coming together, and a celebration of the community's strength and perseverance.

    During Ramadan, aside from engaging in spiritual contemplation, worship, and charitable deeds, consumers tend to associate the season with apparel brands and e-commerce platforms. In Bangladesh, Aarong takes the top spot as the preferred choice for local clothing companies, followed by Bata for footwear, Pran - one of the largest conglomerates in the country, Apex for footwear, and Hamdard for healthcare products.

  • Food behaviors & habits in Bangladesh during Ramadan 2023 Fasting

    Ramadan is a time of great importance for Muslims worldwide, and fasting is a fundamental aspect of the celebrations. In Bangladesh, an overwhelming majority of Muslims - 88% observe the fast, making it the most significant religious season that brings together Muslim communities through their shared commitment to spiritual and benevolent practices. Throughout the month-long celebration, there are daily gatherings, communal prayers, acts of charity, and Iftar or Suhoor outings, all of which are integral to the observance of Ramadan.

    Increased Budget for Food Expenses
    During this season, food shopping is essential as consumers purchase gourmet delicacies and imported foods to elevate the social experience of breaking the fast during Iftar. This year, there will be a substantial surge in food spending, with 47% of those surveyed in Bangladesh stating that they plan to increase their expenditure on food and drinks compared to previous years, a trend that could be attributable to rising consumer prices.

    Ramadan embraces convenience
    Although cooking at home remains the prevalent method of food consumption during the month in Bangladesh, accounting for 83% of meals consumed, buying prepared food from local markets and grocery stores has become the go-to method (39%), followed closely by mobile apps (38%). As more and more families shift from traditional meals to prepared ones, those who do not have time to cook can still partake in the celebratory feasts of Ramadan.

  • Mobile devices are indispensable for Muslims in Bangladesh during Ramadan in 2023.

    Exploring Bangladesh's media consumption habits shows that mobile devices have become crucial to the Muslim community's observance of Ramadan. As smartphones and social media gain popularity, more people opt for digital platforms to access daily news, entertainment, and spiritual guidance during this holy month.

    The transition towards mobile devices and digital platforms for media consumption during Ramadan is becoming more visible, replacing conventional media outlets such as TV, radio, and newspapers. The shift can be attributed to the convenience, accessibility, and interactive nature of digital platforms. At present, 65% of Bangladeshis opt to spend more time using mobile devices during Ramadan, making it the most popular form of media, surpassing all others. Social media online platforms take second place (60%), followed by messenger apps (53%). On the other hand, radio only manages to garner 21% of people's attention during Ramadan.

    During Ramadan, social media usage is especially noteworthy among Muslims as it reflects their aspiration to remain connected with loved ones during this momentous period. In addition, social media platforms also offer a means for individuals to deepen their understanding of their faith, share their personal experiences, and seek counsel from religious scholars and leaders. In Bangladesh, staying connected via social media is paramount for Muslims, with 89% utilizing it to expand their knowledge, 74% utilizing it to stay abreast of pertinent information, while 57% leveraging it to discover enticing deals and promotions for their shopping endeavors.

    With the widespread use of technology, many Bangladeshi Muslims have turned to mobile apps to stay connected with their faith and enhance their spiritual practices. Our survey found that Al Quran (8.8%) is the most popular app in Bangladesh, followed by Hadith app (8.7%).

  • How will Ramadan shopping in Bangladesh differ from previous years?

    During Ramadan, shoppers in the Muslim world eagerly engage in retail therapy, prompting retailers to offer special promotions and extended store hours. Consumers are more receptive to trying new products and supporting local businesses aligned with their values. In Bangladesh, 76% of respondents expressed interest in exploring new brands during their Ramadan shopping spree.

    Hunting for the best deals
    Despite the openness to novelty, the most significant factors that influence their purchasing decisions continue to be price and discounts. TGM 2023 Ramadan Survey in Bangladesh has shown that an overwhelming majority (95%) of shoppers prioritize affordability during this period, with discounts also playing a crucial role in influencing their buying behavior (93%).

    The gift that keeps on giving
    Overall, there has been an uptick in gift budgets across all regions this year compared to the previous year. In Bangladesh, 41% of individuals surveyed intend to allocate more funds towards gifts this season. Of note, Facebook has emerged as a famous social media avenue for discovering fresh inspiration and ideas for Ramadan shopping, with 90% of shoppers in Bangladesh utilizing this platform. As such, it is now more crucial than ever for businesses to leverage digital platforms to interact and connect with customers during this period. By doing so, they can meet the burgeoning demand for gift options and gain a competitive edge in the market.

    Shopping Online vs. Offline
    Ramadan is a social time spent with loved ones, and in-store shopping allows people to enjoy the experience together. Additionally, many prioritize charitable acts and community support by choosing local markets and small businesses over high-end malls and supermarkets. 44% of respondents in Bangladesh plan to do most of their Ramadan shopping in physical stores with some online shopping.

    The Ramadan budget for 2023 is set to increase significantly, with some portions potentially being financed through loans.
    Ramadan is a time of increased spending for many Muslims, which has led to a surge in demand for personal loans from banks and financial institutions. According to the TGM 2023 Ramadan Survey, 23% of Muslims in Asia intend to explore loan options to finance their expenses during Ramadan, emphasizing the necessity for credit options that are affordable and accessible within the region. In Bangladesh, approximately 20% of survey respondents reported plans to seek out loans.

Ramadan 2023 celebration
In 2022, online shopping was more accessible than ever before. In fact, 73% of respondents globally said they have done at least one online purchase every month during the last 12 months. This flexibility benefits all kinds of users and encourages more consumers to do their online shopping via smartphones (75%).
The industry that appears to primary beneficiary of E-commerce is fashion and apparel. In all surveyed countries, clothing and accessories are the most often purchased goods across all age groups (62%). Food also became a popular category in e-commerce, although it has traditionally been more challenging for e-commerce companies to break into compared to other categories such as fashion and electronics. This is because food is a perishable product that requires special handling and transportation. However, online grocery delivery and pickup services, as well as meal kit delivery services, have become more popular in many markets during the pandemic as people look for ways to get groceries and meals while minimizing exposure to the virus.
Smart shopping pattern tends to be more common. Consumers nowadays are motivated by direct savings more than ever, they don’t want to miss out on any chance to save money. They prefer to get a direct price discount than get free shipping or additional gifts. Also, when shopping online consumers prefer to pay for their online shopping with credit cards (27%) to get more advantages such as points, cashback, or additional buyer protection.
There are many strong brands in e-commerce, and their success can be attributed to various factors such as the quality and uniqueness of their products, their reputation and brand recognition, the effectiveness of their marketing and advertising efforts, and the overall customer experience they provide. Some examples of well-known and successful e-commerce brands include Amazon, which is one of the largest and most successful e-commerce companies in the world; in our, study Amazon is considered the strongest eCommerce brand worldwide.

Ramadan and food habits
In the past, customers had to visit brick-and-mortar stores to satisfy their shopping needs. This process took time, and it sometimes entailed time-consuming travel. The emergence of e-Commerce has significantly increased the convenience of shopping and transformed the way how people make purchases. The overall frequency of online purchases has been increasing in recent years as more and more people have become comfortable with shopping online and as the availability and convenience of online shopping options have increased. In our Global E-commerce study, 73% of respondents said they have done at least one online purchase every month for the past 12 months.
Particularly, people from all age groups and genders shopped online 2-3 times per month. 18% of people in the 25-to-34 age group made an online purchase every week, whereas most people in the 55-to-64 age group only did that once per month (23%).

Media consumption over Ramadan
While physical stores are restricted to their surrounding vicinity, e-commerce businesses know no boundaries. All one needs is a gadget with an Internet connection to shop wherever and whenever they want.
The most popular device for making online purchases tends to vary depending on the specific market and the preferences of the segment \ individual consumer. However, smartphones are generally the most popular devices for making online purchases. In total, 75% of Internet purchases are made via phones, making them the most popular tool of choice.

2023 Ramadan and consumer spending
E-commerce has transformed the way that people shop in a number of ways. By comparing features, costs, and benefits, customers may use the internet to investigate items and decide whether they are actually worth the investment. E-commerce has also made shopping more convenient by allowing people to shop from anywhere with an internet connection and at any time, rather than being limited to traditional store hours.
The industry that appears to benefit the most from the growth of the E-commerce channel is fashion and apparel. In all surveyed countries, clothing and accessories are the most-purchased goods across all age groups. It is not only the female domain, both men and women claimed to make online purchases in this category most. For other categories, gender preferences reflect the overall shopping patterns for categories. The percentage of respondents who purchased electronics online was significantly higher for males (51%) than for women (29%). Meanwhile, women purchased more beauty and personal care products online, accounting for 54% and 51%, respectively.
What is noticeable, is the frequency of food and grocery: 40% of respondents worldwide claimed that they tend to make their food purchases online. While this category has traditionally been more challenging for e-commerce companies to crack, the COVID-19 pandemic has led to a significant increase in online food and grocery shopping, and it is likely to continue to be a popular category in e-commerce.

Read the full report for Bangladesh from the TGM 2023 Ramadan Global Survey

TGM Bangladesh Ramadan Report 2023

Free report of the TGM Bangladesh Ramadan Survey 2023.
Find it Interesting? Download our public Bangladesh Ramadan Consumers Insights Report for free.
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What you will get
from the TGM Global Ramadan Report 2023?

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Comprehensive data on consumer trends and preferences during Ramadan across different regions, allowing a better understanding of consumer needs.

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Insights into consumer behavior which can help businesses develop more effective marketing strategies

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Results of worldwide independent survey of over 1 billion consumers in 15 countries, providing a broad and representative sample.

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Extensive data appendices to support the research’s findings and insights, dwelling deeper in the results. The Ramadan report with detailed information in Bangladesh can be downloaded.

Table of contents

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Ramadan 2023 brands
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Ramadan 2023 media consumption
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Explore food behaviors during Ramadan
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Embracing generosity: The significance of charitable giving during Ramadan
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Shopping and planning
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TGM Ramadan International Survey 2023

Language: English

Released: 03/2023

Pages: 77 with detailed references

Document: country xls tables with demographics, pdf report

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METHODOLOGY:
To understand the behaviors of people who observe Ramadan and/or who shop during this season, TGM commissioned survey 9,600+ adults between the 03rd and 18th of February 2023, just before Ramadan and Eid al-Fitr.
Approximately 750 interviews were completed in each of 14 countries participating. In Bangladesh sample size was N=562. with sample being nationally representative of online adults ages 18-55 based on age, gender and region in that market.
ABOUT TGM:
TGM Research is an international technology-driven market research agency, which uses innovative digital ways to conduct surveys and market research in Bangladesh. We deliver large-scale global projects across all business and consumer audiences. Our global team of consultants blends people expertise and technology experience to build insight solutions that help drive our clients’ incremental growth.
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