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TGM PAKISTAN INSIGHT PULSE
Ramadan Mubarak

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

Population of Pakistan

Pakistan is the sixth most populous country in the world. With a population of approximately 240 million people, it is a predominantly Muslim country, with an estimated 97% of the population identifying as Muslim. Islam is an integral part of the country's national identity, and it plays a significant role in shaping the cultural, political, and social norms in Pakistan. The Muslim population in itself is diverse, representing various sects, ethnicities, and linguistic backgrounds. The country has a young population, with over 50% of the population below the age of 25. This diversity has resulted in a rich tapestry of cultural traditions, customs, and beliefs that are uniquely Pakistani. There is also a significant minority of Christians, Hindus, and other religious groups, who coexist and contribute to the diverse cultural fabric of the country.

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    238 million

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    37.7%

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    230 million

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    82.90 million

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    71.70 million

How Ramadan celebrated in Pakistan ?

Pakistan and is widely recognized for its religious and cultural significance. During Ramadan, communities come together to focus on increased devotion and spiritual reflection, leading to an increase in communal activities. This heightened sense of community can be seen through the festive decorations in shopping districts and the extended hours of stalls that are open into the early morning. Additionally, the expenditure on clothing and jewelry also rises, as people look to celebrate the month in style, donning vibrant and exuberant attires. Finally, food dishes originating from various regions are often made in abundance and shared among the community, further emphasizing the importance of togetherness and generosity during this time.

In Pakistan, Ramadan 2023 will likely fall on Thursday, March 23, 2023. It is expected to last 30 days, which means that the Eid ul Fitr will most likely fall on Friday, April 21, 2023. These dates will be confirmed as we move closer to Ramadan according to the lunar calendar.

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2023 Ramadan around the country

How Ramadan celebrated in Pakistan ?

Pakistan and is widely recognized for its religious and cultural significance. During Ramadan, communities come together to focus on increased devotion and spiritual reflection, leading to an increase in communal activities. This heightened sense of community can be seen through the festive decorations in shopping districts and the extended hours of stalls that are open into the early morning. Additionally, the expenditure on clothing and jewelry also rises, as people look to celebrate the month in style, donning vibrant and exuberant attires. Finally, food dishes originating from various regions are often made in abundance and shared among the community, further emphasizing the importance of togetherness and generosity during this time.

In Pakistan, Ramadan 2023 will likely fall on Thursday, March 23, 2023. It is expected to last 30 days, which means that the Eid ul Fitr will most likely fall on Friday, April 21, 2023. These dates will be confirmed as we move closer to Ramadan according to the lunar calendar.

Selected insights from the survey

Key highlights from the TGM Ramadan 2023 Insights in Pakistan

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

    Ramadan, a significant event for Muslims around the globe, is set to be commemorated with great fervor in Pakistan, with an estimated 98.9% 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 97% of Pakistani respondents, who cherish the chance to bond with their families (86%).

    According to TGM Ramadan Survey Results in Pakistan, 74% of respondents across all age groups expressed a desire to prioritize worshiping. Especially middle-aged adults are particularly active in traditional Ramadan practices such as worship, communal gatherings, and charitable work. The Holy month also signifies the spirit of giving, with 67% of the Pakistani Muslim population being enthusiastic about contributing to charities and supporting those in need, reflecting a culture of generosity and compassion.

    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 21% of Muslim participants in Pakistan 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 just a sacred month for Muslims but also a significant period for businesses worldwide. The month presents many opportunities for brands to connect with Muslim consumers by showcasing their understanding and respect for the religious and cultural significance of Ramadan. This has led to an increase in the number of brands that aim to associate themselves with Ramadan every year. In Pakistan, Khaadi has emerged as the top choice among fashion brands, followed by J. Junaid Jamshed (clothing brand), Qarshi (pharmaceutical company), Hamdard (pharmaceutical company), and National Food. These companies have successfully tapped into the spirit of Ramadan by offering consumers products and services that are tailored to meet their specific needs during this time.

    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.
  • Food behaviors & habits in Pakistan during Ramadan 2023 Fasting

    Ramadan is a momentous occasion for Muslims, with fasting being a crucial component of the celebration. In Pakistan, the fast is observed by 98% 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 Pakistani 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 Pakistan. 51% of those surveyed stated that they intend to spend more on food and drinks than in previous years. It is possibly due to rising consumer prices. This shift in spending patterns may have broader implications for the regional economy, as it could impact both supply and demand in the food industry, leading to changes in pricing, distribution, and consumption habits.

    Ramadan embraces convenience
    In Pakistan, cooking at home remains the most common way of consuming food during Ramadan, comprising 87% of meals. However, purchasing ready-made meals from local markets/grocery stores has become the preferred option for 33% of consumers, followed closely by mobile apps (30%). 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 Pakistan during Ramadan 2023.

    Mobile devices have become indispensable for the Pakistani 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. 67% of respondents in Pakistan choose to spend more time using mobile devices during Ramadan, making it the dominant media form, surpassing all others, followed by social media (57%). Only 13% of participants said they spend time on the radio during the observance.

    In Pakistan, social media plays an integral role in enabling Muslims to stay connected during Ramadan, with 91% utilizing it to send greetings and well-wishes to friends and family. Additionally, 85% of Pakistani Muslims use social media to learn new things, find spiritual inspiration, or shop for themselves. This presents a significant opportunity for businesses as 74% of participants leverage social media during Ramadan to discover enticing deals and promotions for their shopping endeavors. As such, companies can release Ramadan-specific advertisements and offers tailored to Muslim shoppers' needs and preferences, thereby generating increased sales and customer loyalty during this crucial period.

    According to the TGM 2023 Ramadan Survey Results, Islam 360 is the most popular app for this purpose in Pakistan, with 22.5% of respondents saying that they use it. Quran comes in second place, with 14.3% of survey participants indicating its use. These findings underscore the growing importance of technology in the religious lives of Pakistani 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 Pakistan this year?

    Ramadan is a time of vibrant market activity in the Muslim world, with shoppers eagerly indulging in retail therapy. Retailers seize the opportunity to offer exclusive deals and extend their store hours to cater to the high demand. During the holy month, consumers are more open to discovering new products and supporting local businesses that align with their values. In Pakistan, a whopping 74% of survey respondents expressed their desire to explore new brands during Ramadan shopping expeditions.

    Hunting for the best deals
    While Pakistanis may be willing to experiment with new products, price and discounts are the main factors driving their purchasing decisions. TGM's 2023 Ramadan Survey for Pakistan reveals that 96% of surveyed shoppers prioritize affordability during this festive period. Promotions also play a pivotal role in shaping their buying behavior, with 95% of respondents indicating its importance in making their final purchase decision.

    The gift that keeps on giving
    The tradition of Ramadan gift-giving adds to the excitement and anticipation of the holy month, and this year's spending on gifts is expected to rise across Asia. In Pakistan, 44% of respondents have expressed their intention to increase their budget for buying Ramadan gifts compared to last year. This trend indicates a growing emphasis on generosity and community spirit during the festive season. People are increasingly turning to online platforms to find inspiration for Ramadan purchases, with YouTube emerging as a popular choice. A staggering 77% of Pakistani shoppers have reported using the video-sharing platform to discover new ideas and inspiration for their Ramadan shopping. This development highlights the increasing influence of digital media on consumer behavior in the country.

    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 35% of Pakistani 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, almost 1/4 of respondents in Asia will seek loan options to support their Ramadan expenditure this year. In Pakistan, approximately 17% 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 Pakistan from the TGM 2023 Ramadan Global Survey

TGM Pakistan Ramadan Report 2023

Free report of the TGM Pakistan Ramadan Survey 2023.
Find it Interesting? Download our public Pakistan 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 Pakistan 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 Pakistan sample size was N=743. 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 Pakistan. 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.