TGM UAE Ramadan Insights 2023

Ramadan is a momentous occasion celebrated by Muslims worldwide, which is evident with an astounding 98.8% of the Muslim population in UAE 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 97% of Emirati 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 particularly 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 UAE'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 7% of Muslims in UAE feeling that COVID-19 threat would affect their celebrations. 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 UAE, followed by Nabil, Almarai, and Pepsi.

Ramadan is a momentous occasion for Muslims, with fasting being a crucial component of the celebration. In UAE, the fast is observed by 98.8% of surveyed Muslims, making it the most prominent religious season that unites Muslim communities in their commitment to spiritual and compassionate practices. It's a time of year that Emirati 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 than the previous year As consumer prices continue to rise across the Middle East, a significant surge in food spending is anticipated this year. According to TGM Global 2023 Ramdan Surveys, 54% of Emirati 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.

Ramadan embraces convenience In UAE, cooking at home remains the most common way of consuming food during Ramadan, comprising 88% of meals. However, ordering food through mobile apps has also become the go-to method (36%), followed closely by online orders (27%). 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 Emirati Muslims' Best Friend During 2023 Ramadan Mobile devices have become indispensable for the Emirati 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. 76% of respondents in UAE choose to spend more time using mobile devices during Ramadan, making it the dominant media form, surpassing all others, followed closely by messaging applications (68%). In contrast, traditional media channels such as radio are also used by (47%) 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 UAE, social media plays an integral role in enabling Muslims to stay connected during Ramadan, with 90% utilizing it to send and receive greetings from loved ones and friends. Additionally, 87% of Emirati Muslims use social media to learn new things and improve their knowledge. This presents a significant opportunity for businesses as 60% 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, 71% of respondents from UAE plan on using dedicated Islamic apps and websites during Ramadan. Quran is the most popular app for this purpose, with 13.8% of respondents saying that they use it. Muslim Pro comes in second place, with 9.4% of survey participants also using it. These findings underscore the growing importance of technology in the religious lives of Emirati Muslims, offering them easy access to resources such as prayer times, translations, and other tools that help them practice their faith in everyday life.

Ramadan is a time to shop until you drop. The biggest shopping season in the Muslim world. Retailers often cater to this increased demand by offering special promotions and extending opening hours to accommodate those observing Ramadan. During the holy month, Consumers are more flexible and exhibit a greater willingness to try new products or support local businesses that align with their values. 78% of respondents in the Middle East are open to trying new brands during Ramadan shopping this year.

Hunting for the best deals
While Emiratis 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 UAE revealed that 95% 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 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 across The Middle East. Going along with this trend, 52% of surveyed Emiratis have revealed their intention to increase their gifting budget this Ramadan. An intriguing development has also been the emergence of Instagram and Facebook as popular social media channels for discovering new ideas and inspiration for Ramadan purchases, with 56% of shoppers using these platforms combined. This development highlights the increasing influence of digital media on consumer behavior in the UAE.

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. 37% of Emiratis have revealed that they will do most of their shopping in physical stores, and some online, while 37% of respondents also inclined towards shopping equally at physical stores and online.

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, 23% of respondents in UAE seek loan options to support their Ramadan expenditure this year. And in the Middle East as a whole, approximately 25% of survey respondents reported plans to seek out loans.