TGM EGYPT INSIGHT PULSE
Ramadan Mubarak

TGM Egypt 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 Egypt. The research aims to provide a comprehensive picture of consumer expectations and behaviors during Ramadan 2023 in Egypt and shed light on the attitudes and experiences of those who will be observing this holy month.
TGM Ramadan Banner

TGM 2023 Ramadan Insights in Egypt

Population of Egypt

Egypt, a nation of 105 million people, is situated on Africa's northern coast and is surrounded by the Red Sea to the east and the Mediterranean Sea to the north.

For many years, Egypt's civilization has been characterized by its religious diversity, with numerous religious traditions over time leaving their imprint on the local populace. The current population in Egypt is roughly 90% Sunni Muslim, 10% Christian (though estimates range from 5 to 15% of the population), and less than 10 persons still identify as Jews. Many Christians and non-Muslim minorities in the larger Middle East and North Africa region are Copts, who are native Egyptian Christians. In modern days, Egyptian society encompasses many unrecognized schools and branches of Islam as well as other religious communities like: Shi’a, Quranists, Ahmadis, Bahá’is, and atheists.

TGM Ramadan Banner
  • worldometers.info

    107.36 million

  • knoema.com

    43%

  • en.reingex.com

    96.62 million

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

    75.66 million

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

    51.45 million

How Ramadan celebrated in Egypt ?

Ramadan in Egypt is observed in a remarkably unique way that is unheard of in other Muslim countries. Beforehand, the markets are stocked with special Ramadan foods and drinks such dates, dried apricot paste, dried plums, nuts etc. They use fawanees (lanterns) to decorate homes in Egypt. Children sing Ramadan songs for their communities while holding fawanees. Another popular centuries-old tradition is The Traditional Dawn Awakeners when Muslims are awakened by the Drummers or Mesharatis to have a pre-dawn meal (suhur in Arabic) to prepare for the upcoming fasting day). Moreover, they also have a cannon fired at the Citadel of Saladin in Cairo to signal the start of iftar at the of the day's fast. People gather to break their fast at home or café, at time have a shisha (not during day hours).

Ramadan in 2023 is expected to start in Egypt on Thursday, March 23, 2023, and followed by the Eid al Fitr festival on Friday, April 21, 2023.

TGM Ramadan Banner
 
TGM Ramadan Banner

2023 Ramadan around the country

How Ramadan celebrated in Egypt ?

Ramadan in Egypt is observed in a remarkably unique way that is unheard of in other Muslim countries. Beforehand, the markets are stocked with special Ramadan foods and drinks such dates, dried apricot paste, dried plums, nuts etc. They use fawanees (lanterns) to decorate homes in Egypt. Children sing Ramadan songs for their communities while holding fawanees. Another popular centuries-old tradition is The Traditional Dawn Awakeners when Muslims are awakened by the Drummers or Mesharatis to have a pre-dawn meal (suhur in Arabic) to prepare for the upcoming fasting day). Moreover, they also have a cannon fired at the Citadel of Saladin in Cairo to signal the start of iftar at the of the day's fast. People gather to break their fast at home or café, at time have a shisha (not during day hours).

Ramadan in 2023 is expected to start in Egypt on Thursday, March 23, 2023, and followed by the Eid al Fitr festival on Friday, April 21, 2023.

Selected insights from the survey

Key highlights from the TGM Ramadan 2023 Insights in Egypt

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

    Ramadan, a significant event for Muslims around the globe, is set to be commemorated with great fervor in Egypt, with an estimated 96.9% 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 99% of Egyptian respondents, who cherish the chance to bond with their families (96%).

    63% of Egyptian respondents plan to spend time gathering with loved ones and waking up early for the pre-dawn meal (suhoor). The practice of worshipping and gathering with loved ones among all age ranges in Africa is equally important. Surprisingly, the 30-55 age group in Egypt shows more interest in shopping and taking advantage of Ramadan sales and offers than the younger adults.

    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 Egypt, with 77% 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 6% of Muslim participants in Egypt 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.

    Besides spiritual reflection, worship, and acts of charity, food and drinks also play a significant role in Ramadan during iftar and suhoor meals. According to TGM 2023 Ramadan Insights Report in Egypt, Juhayna, a leading producer of dairy products, has been identified as the most popular FMCG brand among consumers in Egypt, followed closely by Carrefour, a well-known goods retailer, and major beverage companies Pepsi, Almarai, and Coca-Cola. These brands have become an integral part of the Ramadan season in Egypt, evoking strong feelings of shared tradition, community, and togetherness among families who gather together during this special time of year.
  • Food behaviors & habits in Egypt during Ramadan 2023

    Fasting
    Ramadan is a time of great importance for Muslims worldwide, and fasting is a fundamental aspect of the celebrations. In Egypt, an overwhelming majority of Muslims - 100% 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 70% of those surveyed in Egypt 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
    In Egypt, cooking at home remains the most common way of consuming food during Ramadan, comprising 86% of meals. However, purchasing ready-made meals through phone and delivery services has become the preferred option for almost half of the consumers (49%), followed by buying prepared meals from local markets or grocery stores (31%). This shift towards pre-prepared foods enables busy families to participate in traditional Ramadan feasts, even if they don't have the time to cook.
  • Mobile devices are indispensable for Muslims in Egypt during Ramadan in 2023.

    Exploring Egypt'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. 81% of surveyed Egyptians 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 (71%), followed by messenger apps (64%). However, traditional media still holds a significant presence, as 40% of participants reported spending time listening to the radio during the observance. While digital media channels are gaining more attention, it is crucial to recognize the continued importance of traditional media during Ramadan. To ensure maximum impact for marketing efforts, companies should consider utilizing digital and traditional media channels to effectively reach their target audience during this period.

    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 Egypt, staying connected via social media is paramount for Muslims, with 86% utilizing it to expand their knowledge, 87% utilizing it to stay abreast of pertinent information, while 59% leveraging it to discover enticing deals and promotions for their shopping endeavors.

    As technology becomes more prevalent, a growing number of Egyptian Muslims are relying on mobile apps to maintain their religious connections and enrich their spiritual lives. According to TGM 2023 Ramadan Insights Report, The Holy Quran is the most widely used app in Egypt for this purpose, with 15% of respondents indicating they use it, followed by Athkar, which has been adopted by 10.9% of participants.
  • How is Ramadan shopping in Egypt going to look like this year?

    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 Egypt, 78% 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 Insights in Egypt has shown that an overwhelming majority (97%) of shoppers prioritize affordability during this period, with discounts also playing a crucial role in influencing their buying behavior (95%).

    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 Egypt, 46% 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 86% of shoppers in Egypt 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. 34% of Egyptian respondents plan to do most of their Ramadan shopping in 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, 1/4 of respondents in Africa will seek loan options to support their Ramadan expenditure this year – with the highest incidence in Nigeria at 14%, followed by Egypt at 12%.

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 Egypt from the TGM 2023 Ramadan Global Survey

TGM Egypt Ramadan Report 2023

Free report of the TGM Egypt Ramadan Survey 2023.
Find it Interesting? Download our public Egypt Ramadan Consumers Insights Report for free.
TGM Ramadan Banner
Interested in 2023 Ramadan Insights for other countries?
Which country do you want to discover?
TGM Ramadan Banner

Check other countries covered in Ramadan 2023 study

Reach global, think local – with our market research services and online panels, it is extremely possible.
Find your local country insights below!

What you will get
from the TGM Global Ramadan Report 2023?

TGM Ramadan icon

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

TGM Ramadan icon

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

TGM Ramadan icon

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

TGM Ramadan icon

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

Table of contents

Ramadan 2023 celebration

  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons

Ramadan 2023 brands

  • TGM Ramadan Icons
  • TGM Ramadan Icons

Ramadan 2023 media consumption

  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons

Explore food behaviors during Ramadan

  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons

Embracing generosity: The significance of charitable giving during Ramadan

  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons

Shopping and planning

  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons
  • TGM Ramadan Icons

TGM Ramadan International Survey 2023

Language: English

Released: 03/2023

Pages: 77 with detailed references

Document: country xls tables with demographics, pdf report

Access after purchase: check your email


Price $850 regular
$290 limited offer
Want to find more Ramadan insights of consumers in Egypt?

Get full detailed report from the world's biggest Ramadan survey

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 Egypt sample size was N=791. 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 Egypt. 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.

We are living in the digital world with new opportunities for the market research. Join the mobile journey. TGM Research specializes in mobile market research and online panels.

© 2023 TGM Research FZE

 

TGM Research FZE

A68 Circular Road #02-01, 049422, Singapore

A2-102B Building no. A2, Al Hamra Industrial Zone-FZ, Ras al-Khaimah 1005, United Arab Emirates

3rd floor, 100 Nguyen Thi Minh Khai Street, District 3, Ho Chi Minh City, Vietnam

ul. Długa 29/226, 00-238 Warszawa, Poland

Contact Us

  • UAE +971 5 4421 4421
  • Vietnam +84 90 296 28 38
  • Poland +48 790 023 959


TGM Research FZE

A2-102B Building no. A2, Al Hamra Industrial Zone-FZ, Ras al-Khaimah 1005, United Arab Emirates

3rd floor, 100 Nguyen Thi Minh Khai Street, District 3, Ho Chi Minh City, Vietnam

ul. Długa 29/226, 00-238 Warszawa, Poland

We are living in the digital world with new opportunities for the market research. Join the mobile journey. TGM Research specializes in mobile market research and online panels.

© 2022 TGM Research FZE