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TGM 2023 Ramadan market research in Country
TGM TUNISIA INSIGHT PULSE
Ramadan Mubarak

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

Population of Tunisia

As of 2023, Tunisia’s population is approximately 12 million people. Highly influenced by Arabs, 99 percent of the nation is composed of Muslims. Meanwhile, the remaining 1% is shared among minority religions such as Roman Catholicism, Judaism, Reformed Church of France, Greek Orthodox, Anglican Church, Seventh Day Adventist. The Tunisian State allows for the freedom of religion on its constitutional clause so long as public order is not violated when observing rituals and practices.

Christianity is the second greatest religion in Tunisia and ranges out to numerous subgroups. Judaism takes place next as the third largest religion, however, individuals of these minority groups are often those of Western descent found in urban areas.

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  • worldometers.info

    17.89 million

  • knoema.com

    70.2%

  • en.reingex.com

    10.28 million

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

    8.00 million

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

    8.15 million

How Ramadan celebrated in Tunisia ?

Muslims in Tunisia follow standards of self-control and temperance in the months of Ramadan. Throughout the day, it is common to continue with daily work and respite; however, as soon as night falls, people return to their homes for the ‘iftar’ and evening prayers. Often, Tunisian Muslims will break their fast with a sip of water and three dates and say “Saha Chribtek” to each other, signifying ‘may it be for your health’.

In the days leading up to Ramadan, family members will gather to make traditional Tunisian sweets such as Yoyo (a mini donut), and Samsa (a triangle-shaped sweet filled with nuts/almonds honey). Although the recipes may differ from locale to locale and home to home, the enthusiasm and love instilled into making these treats remain the same across all families.

Ramadan in 2023 is expected to start in Tunisia Wednesday evening, March 22 and will be followed by the Eid al-Fitr festival Thursday evening, April 20, 2023.

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2023 Ramadan around the country

How Ramadan celebrated in Tunisia ?

Muslims in Tunisia follow standards of self-control and temperance in the months of Ramadan. Throughout the day, it is common to continue with daily work and respite; however, as soon as night falls, people return to their homes for the ‘iftar’ and evening prayers. Often, Tunisian Muslims will break their fast with a sip of water and three dates and say “Saha Chribtek” to each other, signifying ‘may it be for your health’.

In the days leading up to Ramadan, family members will gather to make traditional Tunisian sweets such as Yoyo (a mini donut), and Samsa (a triangle-shaped sweet filled with nuts/almonds honey). Although the recipes may differ from locale to locale and home to home, the enthusiasm and love instilled into making these treats remain the same across all families.

Ramadan in 2023 is expected to start in Tunisia Wednesday evening, March 22 and will be followed by the Eid al-Fitr festival Thursday evening, April 20, 2023.

Selected insights from the survey

Key highlights from the TGM Ramadan 2023 Insights in Tunisia

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

    Ramadan is a momentous occasion celebrated by Muslims in Tunisia, with an astounding 92.3% of the Muslim population expected to participate in this year's festivities. The month-long observance is marked by a dramatic shift in people's behaviours as they strive to become more disciplined and devout. During this holy month, people will reduce their conversations and alter their eating and sleeping patterns to accommodate increased worship activities. As a result, the rhythm of everyday life in Tunisia will be transformed, with shorter working hours and lively nights providing a vibrant atmosphere. During this holy month, followers of Islam engage in prayer, fasting and introspection. This is the most awaited season for 93% of Tunisian respondents, who cherish the chance to bond with their families (91%).

    According to TGM Ramadan Survey Results in Tunisia, 69% of respondents across all age groups expressed a desire to prioritize worshiping, especially middle-aged adults, who 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 Tunisian 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 10% of Muslim participants in Tunisia 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 Tunisia, Délice has emerged as the top choice among dairy product companies, followed by Coca-Cola, Randa (wheat food products), Vitalait (dairy products), and Warda (wheat food products). These brands have successfully tapped into the spirit of Ramadan to offer unique experiences that cater to the specific needs of customers.

  • Food behaviors & habits in Tunisia during Ramadan 2023 Fasting

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

    The same budget for food expenses as the previous year
     As consumer prices continue to rise across Africa, a significant surge in food spending is anticipated this year. According to TGM Global 2023 Ramdan Surveys, 53% of African 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, 41% of Tunisians 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 Tunisia, 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 33% of consumers, followed closely by phone orders (24%). 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 Continue to Be Tunisian Muslims' Best Friend During 2023 Ramadan

    Mobile devices have become indispensable for the Tunisian 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. 83% of respondents in Tunisia choose to spend more time using mobile devices during Ramadan, making it the dominant media form, surpassing all others, followed closely by social media (82%). In contrast, traditional media channels such as radio are also used by (40%) of surveyed people during the observance. 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 month.

    In Tunisia, social media plays an integral role in enabling Muslims to stay connected during Ramadan, with 88% utilizing it to explore new things. Additionally, 84% of Tunisian Muslims use social media for entertainment to pass the time during Ramadan and Eid. This presents a significant opportunity for businesses as 58% 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 time.

    According to the TGM 2023 Ramadan Survey Results, Quran is the most popular app for this purpose in Tunisia, with 14.5% of respondents saying that they use it. The Holy Quran comes in second place, with 9.3% of survey participants indicating its use. These findings underscore the growing importance of technology in the religious lives of Tunisian 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 Tunisia 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. A whopping 70% of Tunisian respondents expressed their desire to explore new brands during Ramadan shopping expeditions.

    Hunting for the best deals
     While Tunisians may be willing to experiment with new products, price, discounts and delivery are the main factors driving their purchasing decisions. TGM's 2023 Ramadan Survey for Tunisia reveals that 89% of surveyed shoppers prioritize affordability during this festive period. Promotions and speed of delivery also play a pivotal role in shaping their buying behavior, with 85% 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 across Africa. Yet, despite the optimistic trend, 42% of surveyed Tunisians 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 80% of shoppers using this platform. This development highlights the increasing influence of digital media on consumer behavior in Tunisia.

    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 50% of Tunisian 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. In Tunisia, 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 Tunisia from the TGM 2023 Ramadan Global Survey

TGM Tunisia Ramadan Report 2023

Free report of the TGM Tunisia Ramadan Survey 2023.
Find it Interesting? Download our public Tunisia 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 Tunisia 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 Tunisia sample size was N=522. 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 Tunisia. 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.