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

Population of Nigeria

Nigeria has a population of approximately 219 million people, making it the sixth-most populous country in the world. Nigeria is a religiously diverse country, with Islam and Christianity being the most widely practiced religions. It is estimated that 53.5 percent of Nigerians identify as Muslim (of which majority adhere to the Sunni branch of Islam), 45.9 percent are Christian (10.6 percent Roman Catholic and 35.3 percent other Christian), and the remaining 0.6 percent practice other indigenous religions.

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  • worldometers.info

    219.45 million

  • knoema.com

    53.5%

  • en.reingex.com

    111.92 million

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

    109.20 million

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

    32.90 million

How Ramadan celebrated in Nigeria ?

Nigeria is a non-theistic country, comprising of Christian, Muslim, as well as other animist religious beliefs. Despite its multi-cultural nature, Ramadan is observed pretty much the same across the entire nation. A typical day of fasting in Nigeria consists of increased prayers, charity, and abstaining from consuming any food/liquids, sinful thoughts/deeds, as well as intimacy. It is a special period for reflection, forgiveness, and refocusing one’s mind to God.

Fruit has a major role in the celebration of Ramadan in Nigeria. Many Nigerian Muslims start their daily fast with fruit before sitting down to have a full evening meal. The end of Ramadan is commemorated with a two-day national holiday known as Eid el-Fitr (Festival of Fast-Breaking) and various festivities are held across the country.

Ramadan in 2023 is expected to start in Nigeria Wednesday evening, March 22 and will be followed by the Eid al-Fitr festival Friday evening, April 21, 2023.

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2023 Ramadan around the country

How Ramadan celebrated in Nigeria ?

Nigeria is a non-theistic country, comprising of Christian, Muslim, as well as other animist religious beliefs. Despite its multi-cultural nature, Ramadan is observed pretty much the same across the entire nation. A typical day of fasting in Nigeria consists of increased prayers, charity, and abstaining from consuming any food/liquids, sinful thoughts/deeds, as well as intimacy. It is a special period for reflection, forgiveness, and refocusing one’s mind to God.

Fruit has a major role in the celebration of Ramadan in Nigeria. Many Nigerian Muslims start their daily fast with fruit before sitting down to have a full evening meal. The end of Ramadan is commemorated with a two-day national holiday known as Eid el-Fitr (Festival of Fast-Breaking) and various festivities are held across the country.

Ramadan in 2023 is expected to start in Nigeria Wednesday evening, March 22 and will be followed by the Eid al-Fitr festival Friday evening, April 21, 2023.

Selected insights from the survey

Key highlights from the TGM Ramadan 2023 Insights in Nigeria

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

    Ramadan, a significant event for Muslims around the globe, is set to be commemorated with great fervor in Nigeria, with an estimated 98.7% 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 Nigerian respondents, who cherish the chance to bond with their families (90%).

    70% of Nigerian 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 Nigeria 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 remain at the forefront of the Muslim communities in Nigeria, with 80% 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 11% of Muslim participants in Nigeria 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. In Africa, beverage brands are the top brand category in consumers' minds during Ramadan. The most prominent names in Nigeria are Nestle, Peak milk, Milo, Dangote, and Coca-Cola. These brands have become integral to the Nigerian 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 Nigeria during Ramadan 2023 Fasting

    Ramadan is a momentous occasion for Muslims, with fasting being a crucial component of the celebration. In Nigeria, the fast is observed by 99% 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 Nigerian Muslims eagerly anticipate, as it offers them an opportunity to connect with their faith and bond with loved ones through shared traditions.

    Increased Budget for Food Expenses
    Many people often assume that food consumption decreases during the month of fasting, but this is not the case. On the contrary, food consumption increases throughout Ramadan as families indulge in feasts after a long day of fasting. Food shopping is a significant part of this month, with consumers purchasing gourmet dishes and imported foods to enhance the social aspect of eating during Iftar. With the convenience of delivery apps, fewer meals are being prepared at home. This year, the budget for food spending is expected to increase in Nigeria. 80% of those surveyed stated that they intend to spend more on food and drinks than in previous years, which is the highest rate in the region. It is possibly due to rising consumer prices.

    Ramadan embraces convenience
    In Nigeria, cooking at home remains the most common way of consuming food during Ramadan, comprising 90% 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 Nigeria during Ramadan 2023.

    Mobile devices have become indispensable for the Nigerian 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.

    During Ramadan, more people are turning to mobile devices and digital platforms for their media consumption needs. This shift is attributed to the convenience, accessibility, and interactivity of digital platforms. In fact, according to TGM 2023 Ramadan Survey, 76% of Nigerian participants now spend more time on mobile devices during Ramadan than any other form of media, with messaging apps coming in second at 62%. Nevertheless, traditional media still plays a significant role, as 66% of participants reported listening to the radio during the observance, which is higher than the number of people using messaging apps. While digital channels continue to gain in popularity, it's essential to acknowledge the continued relevance of traditional media during Ramadan. For optimal marketing impact, companies should consider using both digital and traditional media channels to reach their target audience during this period effectively.

    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 Nigeria, staying connected via social media is paramount for Muslims, with 92% utilizing it to learn new things, 94% utilizing it to send greetings, while 83% leveraging it to discover enticing deals and promotions for their shopping endeavors.

    According to the TGM 2023 Ramadan Survey Results, Muslim Pro is the most popular app for this purpose in Nigeria, with 21.2% of respondents saying that they use it. The Quran app comes in second place, with 17.6% of survey participants indicating its use. These findings underscore the growing importance of technology in the religious lives of Nigerian Muslims, offering them easy access to resources such as prayer times, translations, and other tools that help them practice their faith in everyday life.

  • What are notable changes in Ramadan shopping patterns in Nigeria 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 Nigeria, 81% of respondents expressed interest in exploring new brands during their Ramadan shopping spree.

    Hunting for the best deals
    Although Nigerian consumers are open to trying new products, price and customer service primarily influence their purchasing decisions. According to TGM's 2023 Ramadan Survey Results in Nigeria, most surveyed shoppers (98%) prioritize affordability during this period. Additionally, customer service is a crucial factor influencing their buying behavior, with 95% of respondents indicating its significance.

    The gift that keeps on giving
    This year has seen an overall rise in gift budgets across all regions, with Nigeria leading the way in Africa. Specifically, 65% of individuals surveyed in Nigeria intend to allocate more funds towards gifts during Ramadan. Notably, Facebook has become a prevalent social media outlet for discovering new ideas and inspiration for Ramadan shopping, with 64% of shoppers in Nigeria using this platform. This data highlights the growing importance of social media in shaping consumers' shopping behavior during the holy month of Ramadan.

    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 38% of Nigerian participants have revealed their inclination towards in-store shopping, with some online 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, 25% of participants in Africa will seek loan options to support their Ramadan expenditure this year – with the highest incidence in Nigeria at 14%, followed closely 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 Nigeria from the TGM 2023 Ramadan Global Survey

TGM Nigeria Ramadan Report 2023

Free report of the TGM Nigeria Ramadan Survey 2023.
Find it Interesting? Download our public Nigeria 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 Nigeria 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 Nigeria sample size was N=573. 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 Nigeria. 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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