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

Population of Malaysia

In 2023, Malaysia’s population is approximately 33.44 million. Malaysia is an enthralling country with a thriving multicultural population. Aside from Malays and indigenous groups, immigrants from China, India, Indonesia, and other parts of the world have all contributed to the country's multi-racial population. The country's transformation into a cultural melting pot is visible in its unique blend of religions, traditions, festivals, languages, food, and many other things.

The largest religion in Malaysia is Islam. However, according to the Federal Constitution, ""Islam is the Federation's religion; however, other religions may be practiced in peace and harmony."" The second-largest religion in Malaysia is Buddhism. Besides, Christianity, Hinduism, Sikhism, Animism, folk religion, and other belief systems are also widely practiced in Malaysia.

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  • worldometers.info

    33.44 million

  • knoema.com

    78.2%

  • en.reingex.com

    17.38 million

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

    29.55 million

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

    30.25 million

How Ramadan celebrated in Malaysia ?

Malaysia has its own traditions and customs for celebrating Ramadan. Eid is a Muslim holiday celebrated as 'Hari Raya' by Malaysians. Every Ramadan, Malaysians prepare and distribute 'bubur lambuk,' a creamy rice porridge made of meat pieces, coconut milk, spices, and other flavorful condiments. The Kampung Baru Mosque's version is the most popular and sought-after. Perhaps the most unique and distinguishing feature of Ramadan in Malaysia is the Ramadan bazaars, which can be found on almost every corner of the country and offer a wide variety of mouth-watering delicacies to break your fast with.

Throughout the month, there is a festive atmosphere. Major shopping malls, particularly in Kuala Lumpur and Selangor, would be lavishly decorated in the concourse area with an elaborate and often creative Eid centrepiece.

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 Malaysia ?

Malaysia has its own traditions and customs for celebrating Ramadan. Eid is a Muslim holiday celebrated as 'Hari Raya' by Malaysians. Every Ramadan, Malaysians prepare and distribute 'bubur lambuk,' a creamy rice porridge made of meat pieces, coconut milk, spices, and other flavorful condiments. The Kampung Baru Mosque's version is the most popular and sought-after. Perhaps the most unique and distinguishing feature of Ramadan in Malaysia is the Ramadan bazaars, which can be found on almost every corner of the country and offer a wide variety of mouth-watering delicacies to break your fast with.

Throughout the month, there is a festive atmosphere. Major shopping malls, particularly in Kuala Lumpur and Selangor, would be lavishly decorated in the concourse area with an elaborate and often creative Eid centrepiece.

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 Malaysia

How is Ramadan in Malaysia going to look like this year?

Ramadan is a momentous occasion celebrated by Muslims worldwide, and Malaysia is no exception. With a projected participation rate of 99.5% among its Muslim population, Malaysia is set to observe this auspicious month with great enthusiasm. Throughout Ramadan, adherents of Islam will engage in various practices such as prayer, fasting, and self-reflection. For 97% of Malaysian respondents, this is the most anticipated time of the year, allowing them to spend meaningful moments with loved ones, a sentiment shared by 95% of the surveyed population.

75% of Malaysian 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 Asia is equally important. Young adults in Malaysia, surprisingly, exhibit more indifference toward shopping and taking advantage of Ramadan sales and offers as compared to the 30-55 age group.

The significance of Ramadan activities is consistent among Muslims of all ages in Malaysia. Observing the principles of Islam and embracing the essence of the holy month, charitable giving and worship remain at the forefront of the Muslim communities in Malaysia, with 76% 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 24% of Muslim participants in Malaysia 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.

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 Malaysia, Yusuf Taiyoob has emerged as the top choice among F&B brands, followed by Jakel, Adabi, Nestle, and Nike.

Food behaviors & habits in Malaysia during Ramadan 2023 Fasting

Ramadan is a momentous occasion for Muslims, with fasting being a crucial component of the celebration. In Malaysia, the fast is observed by 100% of surveyed Muslims, making it the most prominent religious season that unites Muslim communities in their commitment to spiritual and compassionate practices. Alongside daily gatherings and communal prayers, charitable events and Iftar or Suhoor outings are all integral to the month of Ramadan. It's a time of year that Malaysian Muslims eagerly anticipate, as it offers them an opportunity to connect with their faith and bond with loved ones through shared traditions.

Decreased Budget for Food Expenses
As consumer prices continue to rise across Asia, a significant surge in food spending is anticipated this year. According to recent surveys, 49% of respondents are planning to increase their expenditure on food and drinks compared to previous years. This trend could be attributed to the observed inflation in the region. However, despite these trends, 47% of Malaysians surveyed plan to maintain their food budget at the same level as last year. This could be due to factors such as financial constraints or personal preferences. Regardless, this decision highlights the importance of budgeting and financial planning for consumers, especially during economic uncertainty.

Ramadan embraces convenience
 In Malaysia, cooking at home remains the most common way of consuming food during Ramadan, comprising 91% of meals. However, purchasing ready-made meals through mobile apps and delivery services has become the preferred option for almost half of the consumers (48%), followed closely by online orders (43%). 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.

The use of mobile devices is expected to be crucial for Muslims in Malaysia during Ramadan 2023.

Mobile devices have become indispensable for the Malaysian Muslim community's observance of Ramadan. With the rising popularity of smartphones and social media, an increasing number of people are turning to digital platforms to access news, entertainment, and spiritual guidance during this sacred period.

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. 92% of surveyed Malaysians 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 (86%). However, traditional media still holds a significant presence, as 61% 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 Malaysia, social media connectivity is crucial for Muslims, with a vast majority (91%) utilizing it to expand their knowledge, 92% to keep up-to-date with news and to find spiritual inspiration, while 58% to find deals and promotions for their shopping needs.

As technology becomes more ubiquitous, many Malaysian Muslims use mobile apps to enhance their spiritual lives and maintain religious connections. The TGM 2023 Ramadan Insights Report in Malaysia highlights that Muslim Pro is the most popular app used for this purpose, with 13.8% of respondents indicating its usage. Following is Waktu Solat Malaysia has been adopted by 8.7% 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 Malaysian Muslims.

What are notable changes in Ramadan shopping patterns in Malaysia 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 Malaysia, 70% of respondents expressed interest in exploring new brands during their Ramadan shopping spree.

Hunting for the best deals
 Although Malaysian consumers are open to trying new products, price and delivery options primarily influence their purchasing decisions. According to TGM's 2023 Ramadan Survey Results in Malaysia, most surveyed shoppers (97%) prioritize affordability during this period. Additionally, the range of delivery options (i.e free shipping, delivery before Eid, etc.) is a crucial factor influencing their buying behavior, with 96% 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, 44% of Malaysian participants plan to keep their Ramadan spending on gifts the same as the previous year. Interestingly, Facebook has emerged as a popular social media channel for discovering new ideas and inspiration for Ramadan purchases, with 68% of Malaysian 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. 48% of Malaysian 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. 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 Malaysia, approximately 24% 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 Malaysia from the TGM 2023 Ramadan Global Survey

TGM Malaysia Ramadan Report 2023

Free report of the TGM Malaysia Ramadan Survey 2023.
Find it Interesting? Download our public Malaysia 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 Malaysia 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

Access after purchase: check your email

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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 Malaysia sample size was N=786. 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 Malaysia. 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.