TGM EGYPT INSIGHT PULSE

Ramadan Mubarak

TGM Ramadan Insights in Egypt 2024

In the lead up to Ramadan 2024, TGM Research conducted a comprehensive international online survey to gain insights and deeper understanding into the behaviors and attitudes of Muslims in multiple countries, including Egypt. The research aims to provide a comprehensive picture of consumer expectations and behaviors during Ramadan 2024 in Egypt and shed light on the attitudes and experiences of those who will be observing this holy month.

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About the country

Population of Egypt

Egypt, a nation of about 114 million people (Worldometer, 2024), is situated on Africa's northern coast and is surrounded by the Red Sea to the east and the Mediterranean Sea to the north.

For many years, Egypt's civilization has been characterized by its religious diversity, with numerous religious traditions over time leaving their imprint on the local populace. The current population in Egypt is roughly 90% Sunni Muslim, 10% Christian (though estimates range from 5 to 15% of the population), and less than 10 persons still identify as Jews. Many Christians and non-Muslim minorities in the larger Middle East and North Africa region are Copts, who are native Egyptian Christians. In modern days, Egyptian society encompasses many unrecognized schools and branches of Islam as well as other religious communities like: Shi’a, Quranists, Ahmadis, Bahá’is, and atheists.

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Key Data Facts:

Total population worldometers.info
113.92 million
% of population living in urban areas worldometers.info
41.5%
Number of Muslims worldpopulationreview.com
90 million
Total Internet users (January, 2024) datareportal.com
82.01 million
Social media users (January, 2024) datareportal.com
45.40 million

2023 Ramadan around the country

How Ramadan celebrated in UAE ?

The holy month of Ramadan is the holiest and most sacred month of the Emirati Islamic Hijri (lunar) calendar. This festival gives a throwback to simpler times and emphasizes the need for solid communal relationships and family values in today’s modern society, which is often described as more solitary and independent.

During this month, Muslims fast from dawn to dusk, abstaining from food, drink, and other physical needs. The fast is broken at sunset with a meal called Iftar. Other traditional practices during the celebration include:
- Suhoor, the pre-dawn meal.
- Tarawih Prayer is performed after the Isha prayer.
- Giving to charity, which is a crucial aspect of Ramadan.
- Decorating homes and public spaces with traditional ornaments like lanterns.
Family and friends usually gather for Iftar to have a traditional feast of dates and water followed by a hearty meal.

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Ramadan 2024 around the country

Ramadan Celebration in Egypt

Ramadan in Egypt is observed in a remarkably unique way that is unheard of in other Muslim countries. Beforehand, the markets are stocked with special Ramadan foods and drinks such dates, dried apricot paste, dried plums, nuts etc. They use fawanees (lanterns) to decorate homes in Egypt. Children sing Ramadan songs for their communities while holding fawanees. Another popular centuries-old tradition is The Traditional Dawn Awakeners when Muslims are awakened by the Drummers or Mesharatis to have a pre-dawn meal (suhur in Arabic) to prepare for the upcoming fasting day). Moreover, they also have a cannon fired at the Citadel of Saladin in Cairo to signal the start of iftar at the of the day's fast. People gather to break their fast at home or café, at time have a shisha (not during day hours).

Ramadan in 2024 is expected to start in Egypt on Sunday, March 10, 2024 and followed by the Eid al Fitr festival on Tuesday, April 9, 2024.

Selected insights from the survey

Key highlights from the TGM Ramadan Report in Egypt 2024

How is Ramadan going to look like in Egypt this year?

As per the insights gleaned from the TGM Ramadan Report in Egypt 2024, Ramadan celebrations continue to hold significant importance in the hearts and lives of Egyptians. An overwhelming 97% of respondents actively participate in Ramadan celebrations each year, reflecting the deeply ingrained cultural and religious significance of this holy month in Egyptian society. The essence of Ramadan is not only observed but celebrated fervently, embodying traditions that have been passed down through generations.

One hallmark of Ramadan celebrations in Egypt is the emphasis on familial and social connections. With 87% of respondents indicating a penchant for visiting friends and family in the area, and 57% expressing a willingness to travel to see loved ones, Ramadan serves as a time of reunion and strengthened bonds. The spirit of togetherness permeates through gatherings filled with warmth, laughter, and shared traditions, fostering a sense of community and belonging that is deeply cherished.

Central to Ramadan festivities are the culinary delights that grace Egyptian tables during this holy month. According to the TGM Ramadan Report, the top three favorite Ramadan dishes among respondents are Mahshi, Knafeh, and Samosa. These mouthwatering dishes not only tantalize the taste buds but also symbolize the richness of Egyptian culinary heritage, adding an extra layer of joy and indulgence to the Ramadan celebrations.

Ramadan in Egypt is also a time of heightened generosity and charitable giving. A significant 68% of respondents express their intent to spend more for upcoming Ramadan 2024 on charitable endeavors, exemplifying the spirit of compassion and altruism that defines this holy month. From distributing food to the less fortunate to supporting charitable initiatives, Egyptians come together to make a positive impact on their communities and extend a helping hand to those in need.

What eating trends are shaping Ramadan 2024 in Egypt?

In Egypt, Ramadan is not only a time of spiritual reflection and familial bonds but also a celebration of culinary delights that adorn the tables of households across the country. According to the TGM Ramadan Report in Egypt 2024, about 50% of expenses are allocated for food and drinks during this auspicious month, underscoring the centrality of gastronomic pleasures in Ramadan festivities. Moreover, an overwhelming 76% of respondents express their intent to spend more on food and drinks for the upcoming Ramadan, highlighting the significance attached to indulging in delicious cuisines during this time.

Home-Cooked Traditions

A notable aspect of eating patterns in Ramadan is the prevalence of home-cooked meals, especially among Egyptian families. As many as 81% of respondents indicate a preference for cooking at home for friends and family members, with females particularly opting for this tradition. This emphasizes the importance of homemade meals in fostering familial connections and creating cherished memories during Ramadan.

Shared Meals, Shared Moments

In Egypt, Ramadan is characterized by the cherished tradition of communal dining with family members at home, as indicated by a staggering 97% of respondents. This shared dining experience not only strengthens familial bonds but also enhances the sense of unity and togetherness that defines Ramadan celebrations. Central to these shared meals are homemade dishes, with 67% of respondents preferring to prepare the food themselves. However, 47% also opt for having someone else prepare the food, reflecting the diversity of preferences and convenience-driven choices in food preparation during this busy month.

Favorite Ramadan Delicacies

Among the myriad of delicious dishes enjoyed during Ramadan, Mahshi emerges as the top favorite among respondents, capturing 13% of the votes. Additionally, Egyptians indulge in a variety of other mouthwatering dishes such as Knafeh, Samosa, Chicken, and Pastitsio, reflecting the rich culinary heritage of the country and the diversity of flavors that grace Ramadan tables.

How are consumer preferences shaping up for Ramadan shopping in 2024 in Egypt?

The TGM Ramadan report for Egypt 2024 sheds light on the evolving landscape of consumer preferences during the holy month. Notably, while 68% of respondents, especially females, prioritize researching what to buy during Ramadan, only 57% indicate a focus on actual shopping. This trend underscores a cultural inclination towards spending quality time visiting and sharing meals with cherished family and friends, emphasizing the significance of social connections and communal gatherings during this auspicious period.

Preference for In-Store Shopping

In terms of shopping destinations, a majority of respondents (35%) expect to conduct the majority of their Ramadan shopping in physical stores, supplemented by some online purchases. Interestingly, 33% of respondents, particularly young adults aged 18-29, express a preference for exclusively shopping in brick-and-mortar establishments, reflecting a desire for hands-on browsing and personalized shopping experiences.

Strategic Timing for Shopping Spurts

The timing of Ramadan shopping is a critical consideration for consumers. The first week of March emerges as the favored period for shopping activities, aligning closely with the period just before Ramadan commences. Additionally, late February witnesses a surge in shopping, particularly between the 15th and 28th, as individuals prepare for the fasting month and the ensuing festivities.

Factors Influencing Shopping Decisions

In making Ramadan shopping decisions, consumers place significant emphasis on factors such as price and discounts, with 78% and 74% of respondents respectively expressing a strong concern for these aspects. The importance of affordability and savings cannot be overstated, particularly during a period marked by increased spending on food, beverages, and gifts. Additionally, the speed of delivery or readiness for pickup, along with customer service, are also considered considerable factors, highlighting the importance of convenience and satisfaction in the overall shopping experience.

Are Egyptian consumers expressing positivity or apprehension towards 2024?

Anticipating 2024

Ahead of 2024, a diverse range of emotions colors the collective mindset of Egyptians. According to the TGM Ramadan Report, feelings of Satisfaction, Optimism, Worry, Happiness, and Frustration are prevalent among individuals as they contemplate the upcoming year. This emotional landscape reflects the complexity of everyday life, with Egyptians navigating through a spectrum of feelings as they prepare for the holy month.

Hope for the Future

Despite the challenges faced in the past, there is a prevailing sense of hope and positivity among the populace. A significant portion, accounting for 56%, express their belief that 2024 will bring about improvements compared to the previous year. This sentiment underscores the resilience of the Egyptian people and their unwavering optimism for the future, even in the face of uncertainty.

Reflecting on the Past

Looking back at the year 2023, Egyptians evaluate their experiences across various aspects of life. While a majority, comprising 59%, rate their relationship with family as good to extremely good, indicating strong familial bonds and connections, a slightly lower percentage of 47% express similar sentiments about their relationships with friends. However, financial concerns persist for some, with 29% of respondents rating their financial situation as poor to extremely poor. This dichotomy highlights the multifaceted nature of consumer sentiments, with individuals experiencing highs and lows across different spheres of their lives.

The Role of Emotions in Ramadan

As Ramadan approaches, these sentiments play a significant role in shaping consumer behavior and decision-making. While feelings of optimism may drive increased engagement in charitable activities and community bonding during the holy month, worries and frustrations surrounding financial stability may prompt individuals to approach Ramadan preparations with a sense of caution. Understanding these nuanced emotions is essential for businesses and marketers seeking to connect with Egyptian consumers effectively during this special occasion. By acknowledging and addressing these feelings, brands can foster deeper connections and resonate more authentically with their target audience, enriching the Ramadan experience for all.

Ramadan 2023 celebration

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 and food habits

"Food behaviors & habits in UAE during Ramadan 2023 Fasting 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."

Media consumption over Ramadan

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.

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.

Experience the spirit of Ramadan in Egypt with our insightful report

TGM Ramadan Report in Egypt 2024

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What you will get
from the TGM Ramadan Report in Egypt 2024?

Comprehensive data on consumer trends and preferences during Ramadan across Egypt, allowing a better understanding of consumer needs.

Insights into consumer behavior which can help businesses develop more effective marketing strategies

Results of an independent survey of 1,250 consumers asked in Egypt, providing a broad and representative sample.

Extensive data appendices to support the research’s findings and insights, dwelling deeper into the results. The Ramadan report with detailed information in Egypt can be downloaded.

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METHODOLOGY:

To understand the behaviors of people who observe Ramadan and/or who shop during this season, TGM commissioned a survey of 2,900+ adults between the 01st and 22nd of February 2024, just before Ramadan and Eid al-Fitr.
In Egypt, the sample size was N=1,250, representing online adults aged 18-40+ and selected to reflect the national demographics of age, gender, and region.

ABOUT TGM:

TGM Research is an international technology-driven market research agency, which uses innovative digital ways to conduct surveys and market research in Egypt. 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.