TGM Turkey Ramadan Insights 2023

Ramadan is deeply ingrained in the culture and tradition of Turkey, with a majority of the Muslim population participating in its observance annually. It is also claimed that this is the most awaited time of the year for 86% of respondents in Turkey, which they like primarily because of the opportunity to spend time with the family (93%).

In Middle East Asia, worshipping and spending time with loved ones during Ramadan is highly valued across all age groups. Among the participants surveyed in Turkey, 67% stated that they intend to engage in this tradition by waking up early for the pre-dawn meal (suhoor) and gathering with their loved ones. Interestingly, the younger generation in Turkey displays less interest in taking advantage of Ramadan sales and offers compared to those aged between 30-55 years old.

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 Turkey, with 58% of respondents affirming their commitment to these practices.

Despite the ongoing COVID-19 pandemic, Ramadan celebrations in Turkey are expected to proceed this year almost as usual. Although some restrictions may be in place to prevent the spread of the virus, only a small percentage claim (18%), that their celebrations will be impacted this year. A significant percentage (73.8%) will also travel during Ramadan, starting their travel preparations 1 week in advance (29%)

In addition to spiritual contemplation, worship, and charitable deeds, food and beverages hold significant importance during Ramadan, particularly during iftar and suhoor meals. The holy month is also a busy period for Fast Moving Consumer Goods (FMCG) companies, as their brands considerably impact consumers across Turkey. Ulker, a popular food and beverage brand, ranked first among the most recognized FMCG brands, followed by Coca-Cola, Eti (snacks and children's products), Torku (meat and dairy products), and Sütaş (dairy products). These brands are ubiquitous during Ramadan and hold a special place in the hearts of Turkish people, creating a sense of unity and togetherness among families and communities.

Ramadan holds immense significance for Muslims worldwide, with fasting being a crucial component of the festivities. In Turkey, 92% of Muslims partake in the fast, making it the most prominent religious season that brings together Muslim communities through spiritual and benevolent practices. The month-long celebration entails daily gatherings, communal prayers, acts of charity, and Iftar or Suhoor outings, all of which are integral to the observance of Ramadan. Turkish Muslims cherish this time of year with eagerness and anticipation.

Increased Budget for Food Expenses
During this season, food shopping is essential as consumers purchase gourmet delicacies and imported foods to elevate the social experience of breaking the fast during Iftar. This year, there will be a substantial surge in food spending, with 65% of those surveyed in Turkey stating that they plan to increase their expenditure on food and drinks compared to previous years, a trend that could be attributable to rising consumer prices.

Ramadan embraces convenience
Although cooking at home remains the prevalent method of food consumption during the month, accounting for 95% of meals consumed, buying prepared food from mobile apps and delivery has become the go-to method (52%), followed closely by online orders (32%). As more and more families shift from traditional meals to prepared ones, those who do not have time to cook can still partake in the celebratory feasts of Ramadan."

Dwelving into the media consumption landscape of Turkey makes it evident that mobile devices have become an essential part of the Muslim Community's observance of the holy month of Ramadan. With the rise of smartphones and social media, people are increasingly turning to digital channels for daily news, entertainment, and spiritual guidance.

During the month of Ramadan, mobile devices reign supreme as the preferred media form for 83% of respondents in Turkey, with social media following closely behind at 77%. However, traditional media still holds a significant presence, as 42% 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 Turkey, staying connected via social media is paramount for Muslims, with 92% utilizing it to expand their knowledge, 89% using it to send greetings, while 73% leveraging it to discover enticing deals and promotions for their shopping endeavors.

As technology continues to expand its reach, a considerable number of Turkish Muslims are leveraging mobile apps to maintain their religious ties and improve their spirituality. According to TGM 2023 Ramadan Survey, the most widely used app in Turkey for this purpose is Diyanet Apps, adopted by 18.1% of respondents, followed by Ezan Vakti Pro, with usage among 11.4% of participants.

Ramadan presents a prime opportunity for consumers to indulge in shopping, be it for home décor, festive meals, or gifts for loved ones. The altered routines surrounding eating, sleeping, and exercising during this time also result in a substantial shift in shopping habits and a willingness to experiment with new products and brands.

Consumers in Turkey during Ramadan in 2023 will exhibit a heightened sense of openness and spontaneous discovery during Ramadan and the lead-up to the festivities. This trend is evident both in physical stores and online, as individuals are more likely to try new products. It is also a chance to support local and small businesses and engage with brands that that align with their values (74%). This presents a unique window of opportunity for businesses to tap into the changing consumer behavior and preferences during this festive season.

Hunting for the best deals
Despite the openness to novelty, the most significant factors that influence their purchasing decisions continue to be price and discounts. TGM 2023 Ramadan Survey in Turkey has shown that an overwhelming majority (96%) of shoppers prioritize affordability during this period, with discounts also playing a crucial role in influencing their buying behavior (95%).

The gift that keeps on giving
In general, there is an increase in gifting budgets across all regions this year compared to the previous year, with the Middle East showing the highest rise at 46%. Among the region, Turkey has the highest percentage of individuals who plan to spend more on gifts this year, with 53% of participants reporting an increased budget. Interestingly, Instagram has gained popularity as a preferred social media channel for discovering new ideas and inspiration for Ramadan purchases, with 82% of Turkish shoppers using this platform. Consequently, it has become increasingly crucial for businesses to utilize digital platforms to connect and engage with customers during this period. By doing so, they can cater to the surging demand for gift-giving options and position themselves advantageously in this competitive market.

Shopping Online vs. Offline
Ramadan is a social time spent with loved ones, and in-store shopping allows people to enjoy the experience together. Additionally, many prioritize charitable acts and community support by choosing local markets and small businesses over high-end malls and supermarkets. 54% of respondents in Turkey plan to do most of their Ramadan shopping equally in stores and online.

The Ramadan budget for 2023 is set to increase significantly, with some portions potentially being financed through loans.
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 Muslims in the Middle East intend to explore loan options to finance their expenses during Ramadan, emphasizing the necessity for credit options that are affordable and accessible within the region. In Turkey, approximately 27% of survey respondents reported plans to seek out loans."