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

Population of Morocco

Morocco is a mountainous nation in western North Africa that borders Spain on the other side of the Strait of Gibraltar. Morocco has experienced significant migration and has long been the location of urban communities that were initially populated by individuals from outside the region. Islam is the religion of the state where Sunni Muslims makes up the majority the Muslim population and fewer than 0.1 percent is Shia Muslims. Christians, Jews, and Baha'is are three groups that collectively make up less than 1% of the population.

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  • worldometers.info

    38.05 million

  • knoema.com

    64.6%

  • en.reingex.com

    37.55 million

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

    31.59 million

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

    23.8 million

How Ramadan celebrated in Morocco ?

Morocco does not use a calendar to determine when a religious festival begins and ends but instead using moon observations to determine. Muslim Moroccans - even if some of them do not consider themselves to be Muslims and many are not practicing - are strictly obliged by law to refrain from eating in public during the month of Ramadan, refrain from drinking wine, and refrain from converting to another religion. Routines for eating, sleeping, and prayer change for 30 days and nights, including fasting to 13+ hours a day.

At the start of a normal Ramadan day in Morocco, there are sounds from the town crier’s horn (called ‘nafar’) to wake up families for the pre-dawn meal. For the iftar, Moroccan enjoys traditional sweets like sellou and chebakia. After the iftar, a cannon blast signals the beginning of the 24-hour fast, and followed by zowaka, an air raid siren, signals the end of the fast at dusk.

For tarawih and tahajjud prayers, Moroccans travel to surrounding mosques. Extra congregational prayers are also offered throughout this holy month so that individuals might read the Quran and dedicate themselves to Allah.

Ramadan in 2023 is expected to start in Morocco on Wednesday, March 22, 2023, and followed by the Eid al Fitr festival on Thursday, April 20, 2023.

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2023 Ramadan around the country

How Ramadan celebrated in Morocco ?

Morocco does not use a calendar to determine when a religious festival begins and ends but instead using moon observations to determine. Muslim Moroccans - even if some of them do not consider themselves to be Muslims and many are not practicing - are strictly obliged by law to refrain from eating in public during the month of Ramadan, refrain from drinking wine, and refrain from converting to another religion. Routines for eating, sleeping, and prayer change for 30 days and nights, including fasting to 13+ hours a day.

At the start of a normal Ramadan day in Morocco, there are sounds from the town crier’s horn (called ‘nafar’) to wake up families for the pre-dawn meal. For the iftar, Moroccan enjoys traditional sweets like sellou and chebakia. After the iftar, a cannon blast signals the beginning of the 24-hour fast, and followed by zowaka, an air raid siren, signals the end of the fast at dusk.

For tarawih and tahajjud prayers, Moroccans travel to surrounding mosques. Extra congregational prayers are also offered throughout this holy month so that individuals might read the Quran and dedicate themselves to Allah.

Ramadan in 2023 is expected to start in Morocco on Wednesday, March 22, 2023, and followed by the Eid al Fitr festival on Thursday, April 20, 2023.

Selected insights from the survey

Key highlights from the TGM Ramadan 2023 Insights in Morocco

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

Ramadan, a significant event for Muslims around the globe, is set to be commemorated with great fervor in Morocco, with an estimated 96.3% 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 96% of Moroccan respondents, who cherish the chance to bond with their families (92%).

58% of Moroccans 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 Morocco 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 Morocco, with 63% 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 9% of Muslim participants in Morocco 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, Muslims engage in spiritual reflection, acts of charity, and worship. Additionally, food and drinks are essential to the iftar and suhoor meals. The TGM 2023 Ramadan Insights Report in Morocco reveals that Danone, a prominent global food and beverage company focusing on health-oriented and fast-growing categories, is the most favored F&B brand among Moroccan consumers, with Marjane (مرجان ), a renowned hypermarket chain, and major F&B companies Aicha, Coca-Cola, and Bim following closely behind. These brands have become integral to the Moroccan Ramadan season, eliciting a sense of shared tradition, community, and togetherness among families who commemorate this particular time each year by gathering together.

Food behaviors & habits in Morocco during Ramadan 2023 Fasting

Ramadan is a momentous occasion for Muslims, with fasting being a crucial component of the celebration. In Morocco, the fast is observed by all 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 Moroccan 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 Africa, a significant surge in food spending is anticipated this year. According to recent surveys, 53% 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, 43% of Moroccans 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 Morocco, cooking at home remains the most common way of consuming food during Ramadan, comprising 85% of meals. However, purchasing ready-made meals from local markets/grocery stores has become the preferred option for 35% of consumers, followed by phone orders (26%). 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 Morocco during Ramadan 2023.

Mobile devices have become indispensable for the Moroccan 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. 84% of surveyed Moroccans 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 (76%), followed by online videos (67%). However, traditional media still holds a significant presence, as 34% 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 Morocco, staying connected via social media is paramount for Muslims, with 92% utilizing it to expand their knowledge, 85% utilizing it to stay informed about other things they care about, while 58% leveraging it to discover enticing deals and promotions for their shopping endeavors.

As technology becomes more prevalent, a growing number of Moroccan Muslims are relying on mobile apps to maintain their religious connections and enrich their spiritual lives. According to TGM 2023 Ramadan Survey Results, Quran is the most widely used app in Morocco for this purpose, with 14.2% of respondents indicating they use it, followed by The Holy Quran, which has been adopted by 13.4% of participants.

What are notable changes in Ramadan shopping patterns in Morocco 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 Morocco, 72% of respondents expressed interest in exploring new brands during their Ramadan shopping spree.

Hunting for the best deals
Although Moroccan consumers are open to trying new products, price and delivery primarily influence their purchasing decisions. According to TGM's 2023 Ramadan Survey Results in Morocco, most surveyed shoppers (92%) prioritize affordability during this period. Additionally, the speed of delivery or readiness for pickup is a crucial factor influencing their buying behavior, with 88% of respondents indicating its significance.

The gift that keeps on giving
Ramadan gift-giving is an eagerly anticipated tradition, and this year's spending on gifts is expected to rise throughout Africa. Yet, despite the optimistic trend, 42% of Moroccans have revealed their intention to maintain their Ramadan gifting budget at last year's level. An intriguing development has been the emergence of Facebook as a popular social media channel for discovering new ideas and inspiration for Ramadan purchases, with 74% of Moroccan shoppers using this platform. As a result, it has become increasingly critical for businesses to leverage digital media during Ramadan to reach out and engage with customers. By doing so, they can capitalize on the growing demand for gift-giving options and establish a strong foothold in this highly competitive market.

Shopping Online vs. Offline
Ramadan is widely regarded as an occasion for socializing with loved ones, and in-store shopping allows people to relish this experience together. Additionally, many individuals attach great importance to charitable acts and community support by patronizing local markets and small businesses instead of high-end malls and supermarkets. Therefore, it's interesting that 47% of Moroccan participants have revealed their inclination towards in-store shopping to fulfill their Ramadan needs.

Covering Ramadan 2023 Expenses: 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, 1/4 of respondents in Africa will seek loan options to support their Ramadan expenditure this year, emphasizing the necessity for credit options that are affordable and accessible within the region. In Morocco, approximately 10% 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 Morocco from the TGM 2023 Ramadan Global Survey

TGM Morocco Ramadan Report 2023

Free report of the TGM Morocco Ramadan Survey 2023.
Find it Interesting? Download our public Morocco 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 Morocco 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 Morocco sample size was N=780. 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 Morocco. 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.