TGM INDONESIA INSIGHT PULSE

Ramadan Mubarak

TGM Ramadan Insights in Indonesia 2024

In the lead up to Ramadan 2024, 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 Indonesia. The research aims to provide a comprehensive picture of consumer expectations and behaviors during Ramadan 2024 in Indonesia 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 Indonesia

Indonesia, a Nations Online country profile of the world's largest archipelago with a population of nearly 280 million (Worldometer, 2024), Indonesia ranks number 4 in the list of top most populous countries in the world. Indonesia is a secular democratic country with a Muslim majority. The Indonesian constitution guarantees the freedom of worship to all Indonesians, regardless of religion or belief. The Indonesian government recognizes six official religions: Islam, Protestantism, Catholicism, Hinduism, Buddhism, and Confucianism. There are also a number of minor religions, such as Sikhism and ancient indigenous belief systems.

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Key Data Facts:

Total population worldometers.info
279.08 million
% of population living in urban areas worldometers.info
59.7%
Number of Muslims worldpopulationreview.com
236 million
Total Internet users (January, 2024) datareportal.com
185.3 million
Social media users (January, 2024) datareportal.com
139.0 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 Indonesia

As the most populous Muslim country, Indonesia celebrates and welcomes the month in grand style. Children playing with firecrackers or fireworks is a very simple thing that you will most likely see. This simple culture or habit is common in Indonesia during festive seasons, one of which is welcoming Ramadan. Other unique ways that different parts of Indonesia greet the month are also practiced.

Muslims observe sholat tarawih, non-obligatory evening prayers, and semaan or tadarus, reading and listening to Koran recitations, during Ramadan. Another popular tradition is the "ngabuburit" tradition, in which people go out before their time to break the fast and buy food from the many markets or rows of food stalls available during Ramadan. In Jakarta, you can find rows of food stalls selling all kinds of snacks, sweet drinks, and the best food to break your fast with on Benhil street.

Ramadan in 2024 is expected to start in Indonesia on Sunday, March 10 and will be followed by the Eid al-Fitr festival on Tuesday, April 09, 2024.

Selected insights from the survey

Key highlights from the TGM Ramadan Report in Indonesia 2024

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

In Indonesia, Ramadan is not just a religious observance; it's a cherished cultural tradition deeply ingrained in the hearts of its people, as revealed in the TGM Ramadan Report 2024. With an astounding 99% actively participating in the celebrations each year, it's evident that Ramadan holds significant importance in the Indonesian community. The spirit of togetherness prevails during this sacred time, with 94% prioritizing visits to friends and family nearby, and 93% embarking on journeys to reconnect with loved ones, highlighting the importance of familial bonds and social connections.

When it comes to celebrating Ramadan, Indonesians delight in preparing traditional dishes, with favorites including Opor Ayam, Rendang, and Kolak. These culinary delights not only tantalize the taste buds but also symbolize the richness of Indonesian culture and heritage. Moreover, the act of cooking at home for friends and family members is a cherished tradition, with 86% opting to share homemade meals as a gesture of love and unity.

Beyond the feasting and festivities, Ramadan in Indonesia is also a time for giving back to the community. Surpassing spending on transportation and gifts, 22% of Indonesians allocate a portion of their Ramadan budget to charitable endeavors, demonstrating a spirit of compassion and generosity. Furthermore, an encouraging 49% express their intention to increase their charitable contributions in the upcoming Ramadan, signaling a collective commitment to supporting those in need and spreading kindness throughout the community.

What eating trends are shaping Ramadan 2024 in Indonesia?

Food and Drinks: The Heart of Ramadan in Indonesia

Examining eating behaviors throughout Ramadan exposes a vibrant tapestry of culinary customs and familial rituals, as elucidated in the TGM Ramadan Report 2024. With nearly half of the expenses, around 45%, designated for food and beverages, and 46% planning to increase their spending in this category for this Ramadan, it's evident that food holds a central place in the hearts of Indonesians during this holy month.

Dining Traditions: Family Meals Take Center Stage

While eating out remains popular, with 74% opting for meals outside the home, the cherished tradition of dining with family members takes precedence, as emphasized by an overwhelming 98% enjoying meals together at home.

Homemade Fare vs. Restaurant Delights: A Balancing Act

Interestingly, when dining at home, 93% prefer preparing the food themselves, underscoring the significance of homemade meals in preserving cultural heritage and fostering familial connections. Additionally, 44% also opt for ordering food from restaurants or delivery services, showcasing a blend of convenience and tradition in Ramadan dining practices.

Favorite Ramadan Dishes: Opor Ayam Leads the Way

Among the plethora of dishes enjoyed during Ramadan, Opor Ayam emerges as the top favorite, alongside culinary delights such as Rendang, Kolak, Ketupat, and Dates. These traditional dishes not only tantalize the taste buds but also serve as a symbol of unity and shared heritage among Indonesians, reinforcing the bonds of family and community during this auspicious time.

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

Researching for Informed Choices: A Female-driven Trend

In 2024, an intriguing trend emerges as a significant 93% of respondents, particularly females, prioritize conducting research before making their Ramadan purchases. This proactive approach reflects a growing consumer desire for informed decision-making, underscoring the importance of considering various factors before committing to purchases during this festive period. With females taking the lead in this trend, it highlights the pivotal role they play in shaping consumer behavior and influencing purchasing patterns in Indonesia.

Shopping Surge: Embracing Both Online and Offline Channels

Indonesian consumers are adopting a versatile approach to Ramadan shopping in 2024, with a notable 93% planning to utilize both online and offline channels. While 36% indicate a preference for shopping mostly in physical stores, it is noteworthy that females equally favor both in-store and online shopping options. By embracing a diverse range of shopping channels, consumers are leveraging technology to streamline their shopping experiences while maximizing convenience and choice.

Timing is Key: Strategic Shopping Patterns Unveiled

The majority of respondents opt to conduct their shopping in the first week of March, just before Ramadan commences, ensuring they secure their desired items well in advance. This proactive approach reflects a desire to avoid last-minute rushes and ensure a smooth and stress-free shopping experience during the festive season. Additionally, the preference for late March shopping, coinciding with the onset of Ramadan, underscores the importance of flexibility and adaptability in consumer behavior, allowing individuals to adjust their shopping schedules based on personal preferences and external factors.

Price Matters: The Leading Factor in Decision Making

When it comes to making Ramadan shopping decisions, price emerges as the predominant factor influencing consumer behavior, with a significant 73% of respondents indicating its importance. This emphasis on affordability underscores the economic considerations that shape consumer choices, with individuals prioritizing value for money and seeking out competitive pricing and attractive discounts. Additionally, the significance of discounts and the range of delivery options further highlights consumers' expectations for cost-effective and convenient shopping experiences. By understanding and addressing these key factors, retailers can effectively meet consumer needs and preferences, driving engagement and loyalty during the Ramadan period.

Are Indonesian consumers expressing positivity or apprehension towards 2024?

Reflecting on 2023: Strengthened Bonds and Personal Growth

According to insights from the TGM Ramadan Report in Indonesia 2024, Indonesians rated the year 2023 positively, particularly in terms of their relationships and personal well-being. A significant 77% of respondents reported that their relationships with family were good to extremely good, indicating the importance placed on familial connections. Similarly, 64% expressed satisfaction with their friendships, highlighting the strength of social bonds. Additionally, many respondents noted positive developments in personal growth and mental health, further contributing to their overall well-being during the year.

Perceptions of the Past Year

In the review of 2023, 44% of respondents felt that the year exceeded average expectations. This suggests that a substantial portion of Indonesians experienced a higher level of satisfaction and fulfillment compared to their usual standards. Despite facing challenges and uncertainties, nearly half of the respondents found 2023 to be a year of above-average quality, indicating positive experiences and meaningful achievements.

Anticipating the Future: Hope and Confidence

Looking ahead to the year 2024, Indonesians are filled with a range of emotions, as revealed by the TGM Ramadan Report. Words such as optimism, happiness, excitement, satisfaction, and even worry dominate their thoughts when contemplating the future. Despite the uncertainties, an overwhelming 89% of respondents believe that 2024 will surpass the previous year. This collective optimism and confidence reflect Indonesians' resilience and determination to embrace opportunities for growth and improvement in the months to come.

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 Indonesia with our insightful report

TGM Ramadan Report in Indonesia 2024

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

Comprehensive data on consumer trends and preferences during Ramadan across Indonesia, 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 750 consumers asked in Indonesia, 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 Indonesia 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 Indonesia, the sample size was N=750, 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 Indonesia. 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.