TGM Saudi Arabia Ramadan Insights 2023

Ramadan is a momentous occasion celebrated by Muslims worldwide, with an astounding 97% of the Muslim population expected to participate in this year's festivities. Many Muslims utilize this holy month to cultivate self-discipline and self-control that can have a lasting impact on their lives. It is the most awaited season for 96% of Saudi respondents, who will also take out time to spend with their families (95%).

According to the survey, 62% of respondents across all age groups in the Middle East expressed a desire to prioritize both charitable activities and worship equally. The study also found that middle-aged adults are slightly a little more active in traditional Ramadan practices such as worship, communal gatherings, and charitable work.

The Holy month also signifies the spirit of giving, with 62% of KSA's Muslim population being enthusiastic about contributing to charities and supporting those in need, reflecting a culture of generosity and compassion.

Muslims, who had been isolated earlier, are excited about the upcoming Ramadan, which will be an occasion to enjoy the community's traditions, warmth, and generosity. With only 16% of Muslims in Saudi Arabia feeling that the COVID-19 threat would affect their celebration, this Ramadan will be a time of celebration and togetherness, highlighting the community's strength.

Ramadan is not only a sacred month for Muslims worldwide, but it is also a profitable period for businesses, with an increasing number of brands seeking to associate themselves with this special month each year. The holy month presents an opportunity for brands to demonstrate their appreciation and reverence for the religious and cultural importance of Ramadan. Vimto is the most popular choice among F&B brands in Saudi Arabia, followed by Almarai, Tang, Panda and Quaker.

Ramadan is a significant event for Muslims, and fasting is essential to this celebration. 99.2% of surveyed Muslims in the KSA 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 Saudi Muslims eagerly anticipate.

Increased Budget for Food Expenses
Saudi Arabia is anticipated to experience a significant increase in food spending this year, with 51% of respondents planning to spend more on food and drinks compared to previous years. This trend may be due to rising consumer prices in the region. The surge in food spending during Ramadan emphasizes the significance of food shopping during this season and highlights its role in enhancing the overall experience for individuals.

Ramadan embraces convenience
Cooking at home remains the primary method of consuming food during Ramadan in Jordan, accounting for 83% of meals. However, nearly half of the consumers now prefer to purchase ready-made meals through mobile app delivery services (38%) or online delivery (32%), followed by phone call delivery (27%). This shift towards pre-prepared foods allows busy families to participate in traditional Ramadan feasts, even if they do not have time to cook.

Saudi Arabia's media consumption habits reveal that mobile devices have become an essential tool for the Muslim community's observance of Ramadan. With the increasing popularity of smartphones and social media, more people are turning to digital platforms to access daily news, entertainment, and spiritual guidance during this sacred month.

Media consumption in Saudi Arabia during Ramadan is increasingly leaning towards mobile devices and digital platforms, leaving behind traditional media channels such as TV, newspaper, and radio. This shift can be easily pointed at the convenience, accessibility, and interactivity of digital platforms. From the respondents surveyed, mobile devices are the preferred media form for 84% of people in Saudi Arabia, with online social media platforms ranked as the second most popular medium (76%), followed by Online Video platforms (69%). In contrast, traditional media channels such as radio are also used by (43%) of people during the month. Despite the increasing attention towards digital media channels, traditional media still holds a crucial role during Ramadan. Therefore, to optimize the impact of marketing efforts, it is essential to consider both digital and traditional media channels to reach the target audience during this period.

Social media is of great importance to Muslims during Ramadan as it allows them to stay connected with loved ones and deepen their understanding of their faith. Social media platforms also offer opportunities for individuals to share personal experiences, seek guidance from religious leaders, and enhance their knowledge. In Saudi Arabia, social media connectivity is crucial for Muslims, with the majority (85%) using it to expand their knowledge, 86% using it to stay informed about things they are interested in, and 76% to keep up-to-date with the news.

The prevalent use of technology has led many Muslims to utilize mobile apps to stay connected with their faith and enhance their spiritual practices. In Saudi Arabia, 75% of people plan on using Islamic Apps and Websites during this Ramadan. Alongside Quran (13.2%) and The Holy Quran (7.1%), Muslims rely on My Prayer (5.5%) and Athkar (5.1%). All of this data highlights the importance of mobile apps in facilitating spiritual growth and religious connections among Saudi Muslims.

Ramadan is a time of vibrant markets and 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 Saudi Arabia, a whopping 83% 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 Saudi Arabia reveals that 95% of surveyed shoppers prioritize good prices during this festive period. Promotions also play a pivotal role in shaping their buying behavior, with 93% of respondents indicating its importance in making their final purchase decision.

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 the Middle East. 43% of Saudi Arabians have revealed their intention to increase their Ramadan gifting budget more than last year.

An intriguing development has been the emergence of mobile phones as a popular means for discovering new ideas and inspiration for Ramadan purchases. 77% of respondents discover ideas and inspiration for Ramadan purchases through their mobile. Instagram is the platform where people get the most amount of inspiration for gifts (30%). 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. 35% of Saudi Arabia participants have revealed their inclination towards in-store shopping, with some online to fulfill their Ramadan needs and 35% equally inclined towards both online and offline stores.

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, 24% of participants in Saudi Arabia will seek loan options to support their Ramadan expenditure this year.