TGM 2023 Ramadan market research in Country
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TGM Indonesia 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 Indonesia. The research aims to provide a comprehensive picture of consumer expectations and behaviors during Ramadan 2023 in Indonesia 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 Indonesia

Population of Indonesia

Indonesia, a Nations Online country profile of the world's largest archipelago with a population of 281.24 million, Indonesia ranks number 4 in the list of top most populous countries in the world. Indonesia is a secular democratic country with a Muslim majority. The Indonesian constitution guarantees the freedom of worship to all Indonesians, regardless of religion or belief. The Indonesian government recognizes six official religions: Islam, Protestantism, Catholicism, Hinduism, Buddhism, and Confucianism. There are also a number of minor religions, such as Sikhism and ancient indigenous belief systems.

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  • worldometers.info

    281.24 million

  • knoema.com

    74.8%

  • en.reingex.com

    241.94 million

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

    204.7 million

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

    191.4 million

How Ramadan celebrated in Indonesia ?

As the most populous Muslim country, Indonesia celebrates and welcomes the month in grand style. Children playing with firecrackers or fireworks is a very simple thing that you will most likely see. This simple culture or habit is common in Indonesia during festive seasons, one of which is welcoming Ramadan. Other unique ways that different parts of Indonesia greet the month are also practiced.

Muslims observe sholat tarawih, non-obligatory evening prayers, and semaan or tadarus, reading and listening to Koran recitations, during Ramadan. Another popular tradition is the ""ngabuburit"" tradition, in which people go out before their time to break the fast and buy food from the many markets or rows of food stalls available during Ramadan. In Jakarta, you can find rows of food stalls selling all kinds of snacks, sweet drinks, and the best food to break your fast with on Benhil street.

Ramadan in 2023 is expected to start in Indonesia 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 Indonesia ?

As the most populous Muslim country, Indonesia celebrates and welcomes the month in grand style. Children playing with firecrackers or fireworks is a very simple thing that you will most likely see. This simple culture or habit is common in Indonesia during festive seasons, one of which is welcoming Ramadan. Other unique ways that different parts of Indonesia greet the month are also practiced.

Muslims observe sholat tarawih, non-obligatory evening prayers, and semaan or tadarus, reading and listening to Koran recitations, during Ramadan. Another popular tradition is the ""ngabuburit"" tradition, in which people go out before their time to break the fast and buy food from the many markets or rows of food stalls available during Ramadan. In Jakarta, you can find rows of food stalls selling all kinds of snacks, sweet drinks, and the best food to break your fast with on Benhil street.

Ramadan in 2023 is expected to start in Indonesia 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 Indonesia

  • What makes online shopping different in 2022?

    Ramadan, a significant event for Muslims around the globe, is set to be commemorated with great fervor in Indonesia, with an estimated 99.8% 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 98% of Indonesian respondents, who cherish the chance to bond with their families (96%).

    Indonesia's young population is known for their high proclivity towards searching for promotions during Ramadan, which sets them apart from the typical trend observed across Asia. Additionally, individuals aged 30-39 exhibit a heightened interest in religious competitions (26%) and display the highest tendency to travel back home to celebrate Ramadan (57%) amongst all age groups.

    The significance of Ramadan activities is consistent among Muslims of all ages in Indonesia. 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 Indonesia, with 84% of respondents affirming their commitment to these practices.

    After isolation, this much-needed break is a welcome opportunity to share in the warmth, generosity, and cherished traditions of the holy month. With only 16% of Muslims feeling the threat of COVID-19, this Ramadan is set to be a return to the familiar, a time of togetherness, and a celebration of the community's resilience.

    Ramadan is not only a sacred month for Muslims worldwide but also an incredibly lucrative time for businesses. As such, we see an increase in the number of brands that aim to associate themselves with Ramadan every year. The month provides brands with an opportunity to show their understanding of and respect for the religious and cultural significance of the holy month. In Indonesia, Marjan has emerged as the top choice among F&B brands, followed by ABC, Wadimor, Kong Guan, and Indomie.

  • Food behaviors & habits in Indonesia during Ramadan 2023 Fasting

    Ramadan is a significant event for Muslims, and fasting is essential to this celebration. 100% of surveyed Muslims in Indonesia participate in the fast, making it the most prominent religious season that unites Muslim communities in spiritual and compassionate practices. Daily gatherings, communal prayers, charitable events, and Iftar or Suhoor outings are all integral to the month of Ramadan, and it's a time of year that Indonesian Muslims eagerly anticipate.

    Increased Budget for Food Expenses
    This year, Indonesia is expected to witness a substantial surge in food spending, with 49% of those surveyed indicating their intention to increase their expenditure on food and drinks compared to previous years. This trend could result from rising consumer prices in the region. The increase in food spending in Indonesia during Ramadan underscores the importance of food shopping during this season. Furthermore, it highlights its significant role in enhancing the overall experience for individuals.

    Ramadan embraces convenience
    In Indonesia, cooking at home remains the most common way of consuming food during Ramadan, comprising 90% of meals. However, purchasing ready-made meals through mobile apps and delivery services has become the preferred option for almost half of the consumers (64%), followed by buying prepared meals from local markets or grocery stores (45%). 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 Indonesia during Ramadan in 2023.

    Exploring Indonesia'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. 98% of surveyed Indonesians 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 (94%). However, traditional media still holds a significant presence, as 41% 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.

    Muslims place great importance on social media usage during Ramadan as it allows them to maintain a connection with their loved ones during this significant time. Furthermore, social media platforms provide a medium for individuals to enhance their knowledge and understanding of their faith, share personal experiences, and seek guidance from religious scholars and leaders. In Indonesia, social media connectivity is crucial for Muslims, with a vast majority (95%) utilizing it to expand their knowledge, 96% to stay informed about relevant information, and 82% to find deals and promotions for their shopping needs.

    As technology becomes more ubiquitous, many Indonesian Muslims use mobile apps to enhance their spiritual lives and maintain religious connections. The TGM 2023 Ramadan Insights Report in Indonesia highlights that Muslim Pro is the most popular app used for this purpose, with 14.2% of respondents indicating its usage. Following is AI Quran has been adopted by 13.7% of participants, making it another widely used app in Indonesia for enhancing religious practices. This data highlights the importance of mobile apps in facilitating spiritual growth and religious connections among Indonesian Muslims.

  • What are notable changes in Ramadan shopping patterns in Indonesia 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 Indonesia, 93% of respondents expressed interest in exploring new brands during their Ramadan shopping spree.

    Hunting for the best deals
    Although Indonesian consumers are open to trying new products, their purchasing decisions are primarily influenced by price and delivery. According to TGM's 2023 Ramadan Survey Results in Indonesia, most surveyed shoppers (99%) prioritize affordability during this period. Additionally, the guarantee of delivery before Eid is a crucial factor influencing their buying behavior, with 99% of respondents indicating its significance.

    The gift that keeps on giving
    Gift-giving is always an enjoyable part of Ramadan, and this year's gifting budget is expected to increase for Asia. However, despite this upward trend, 50% of Indonesian participants plan to keep their Ramadan spending on gifts the same as the previous year. Interestingly, Youtube has emerged as a popular social media channel for discovering new ideas and inspiration for Ramadan purchases, with 76% of Indonesian shoppers using this platform. As such, it is increasingly vital for businesses to leverage digital platforms to reach and engage with customers during Ramadan. By doing so, they can tap into the growing demand for gift-giving options and position themselves effectively in this competitive 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. 35% of Indonesian respondents plan to do most of their Ramadan shopping in stores with some online shopping.

    Dealing with the costs of Ramadan 2023: Bank loan / Credit planning
    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. The TGM 2023 Ramadan Survey shows that 23% of Asian Muslims plan to seek out loan options to support their expenses during Ramadan, highlighting the need for accessible and affordable credit options in the region. However, the percentage of respondents seeking loans in Indonesia is lower at just 16%. It suggests that factors such as income levels, cultural norms, and financial literacy may impact consumer behavior during Ramadan and must be considered by businesses and financial institutions operating in this market."

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 Indonesia from the TGM 2023 Ramadan Global Survey

TGM Indonesia Ramadan Report 2023

Free report of the TGM Indonesia Ramadan Survey 2023.
Find it Interesting? Download our public Indonesia 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 Indonesia can be downloaded.

Table of contents

Ramadan 2023 celebration

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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 Indonesia sample size was N=818. 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 Indonesia. 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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