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1、1Ramadan 2025Industry Insight Indonesia2Beauty and Personal Care59TikTok users plan to continuebuying beauty products even after Eid,turning festive moments into long-lasting beauty habits.%TikTok users are planning to buy more beauty and personal care products in Ramadan 2025 (1.6x more than non us

2、ers)Beauty and self-careroutine continues beyond Eid:Path from discovery to purchasefor Beauty and Personal Care in RamadanIn Ramadan,TikTok users in Indonesia find inspiration for Beauty and Personal Care throughThey are interested more in these type of contents in their discovery.DiscoveryWhat you

3、 can explore:Make use of users curiosity and give them inspiration on what they can do differently this Ramadan(Glow up?Ramadan cleanse inside out?Ramadan skin-cycling?)and how your products can help solve consumers problem.2Source:TikTok commissioned study conducted by Toluna on behaviours during R

4、amadan among n=593 TikTok users and non-users in Indonesia,2024 46%Livestreaming42%Brand Video53%Creator VideoSurge in beautyand self-care in Ramadan:Top 5 products bought for Ramadan:Beauty cosmetics(lipstick,foundation,mascara,etc.)FragrancesSkincare products Deodorants Haircare 64%Review and test

5、imonials from others 47%Product unboxing for detailed overview47%Exclusive festive deals and promotions43%Inspirational shopping list for Ramadan51%3What happens after discovering the Beauty and Personal Care product?Of TikTok users bought Beauty and Personal Care products after seeing it on TikTok

6、in RamadanConsiderationWhat you can explore:Leverage creators to convey authentic storytelling to highlight product benefits,share real experiences,and build trust;turning curiosity into consideration across wider audiences.ActionWhat you can explore:Spark action with content that is lightweight,kee

7、p the message simple,focus on key benefits.Encourage quick decisions and confident checkouts with clear,interesting deals.57%What TikTok users doafter purchase:Post ActionWhat you can explore:Engage with consumers and encourage sharing beauty progress or transformation after using the product;can be

8、 via Branded Mission,or show reaction to consumers real review on TikTok,to build a lasting brand love.Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,2024 60%Look for promotions and discounts54%Look from more revi

9、ews and recommendation in-platform 43%Add the beauty product to their cart 66%Create content64%Share with others to buy it76%Interact with brandsVideo elements that trigger purchasein Beauty&Personal Care:Contains all informationthat I need to know 48%Contains simplified informationthat helps to und

10、erstandcomplex product information Offers discount/interesting deals51%38%Showcases different ways the products can be used or prepared30%Has positive engagements(likes,comments)from other users40%4Path from discoveryto post-action for Home Care Home Care in Ramadan 4Home CareWhat you can explore:Ad

11、dress the pain point from users POV during Ramadan and answer it modern solutions through your product;i.e can we retell stories about house chores into something meaningful in Ramadan?In Ramadan,our users find inspiration for Home Care products throughThey are interested more in these type of conte

12、nts during their Home Care product discoveryDiscoverySource:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,2024Home visitation preparations:Daily chore routine continues beyond Eid:Top 5 products boughtfor Ramadan:61%Liv

13、estream70%Video posted by brands52%Brands profile page4in10Inspirations for shopping list 52%Product demonstration to show usage65%Exclusive festive deals and promotions83%Product reviews and testimonials from othersPlan to buy more home care products in Ramadan 2025(2x more than non users)TikTok us

14、ers plan to keep buying home care products after Eid,as household hygiene is essential87%Detergent Floor cleanserDishwashing liquidCleaning tools Wet/Dry wipes 48%5of TikTok users bought Home Care products after seeing it on TikTok in RamadanConsiderationWhat you can explore:Partner with creators to

15、 share quick,impactful cleaning hacks that show the ease and effectiveness of your home care products;emphasize that with consumers can have more time for moments that matters.ActionWhat you can explore:Seal the deal and make it entertaining!Users want to be ready for Eid.Encourage immediate purchas

16、e with fun and punny bundles like“clean up sale”that acknowledge their needs,and answer it with your products.Know their post-purchasemove:Post ActionWhat you can explore:Play with the storytelling angle of just how peaceful it is having the right support to get the home taken care off,highlight the

17、 emotional benefit your products offer that no one else can!:)Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,2024What happens after discovering the Home Care products on TikTok?56%Look for more reviews andrecommen

18、dation in-platform67%Look for more deals or discounts53%Add the product to their cart 63%Contains all informationthat I need to knowHas positive engagements(likes,comments)from other users57Drive purchases by looking on the contents that they expect from brands:Provides tips on howto use different h

19、ome care products together4865%Create content about the product bought81%Interact with brandShare with others to buy it67%Offers discount/interesting deals52%52%6Ramadan means time for electronics upgrade:It is a plannedpurchase:Top 5 products boughtfor Ramadan:Plan to buy more consumer electronics

20、in Ramadan 2025(1.5x more than non users)of ID TikTok users consider consumer electronics asplanned purchase 87%Smartphones/TabletsTech accessories(keyboard,mouse,power banks)FridgeAudio gadgetsIron6Consumer ElectronicsPath from discovery to purchase for Consumer Electronics Discovering Consumer Ele

21、ctronics in Ramadan In Ramadan,our users find inspiration for electronic products through:They are interested more in these type of contents during their Consumer Electronics product discoveryWhat you can explore:Tap into trending topics and reframe them with a Ramadan twist!Use this approach to pos

22、ition your product as an essential that elevate Ramadan experience,from enhancing daily routines to making home preparations more efficient.For example,transform SmartHome into#SmartRamadanDiscoverySource:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok u

23、sers and non-users in Indonesia,20244in10Video posted by other users49%Video posted by creators47%Livestream42%Video posted by brandsInspiration for shopping list67%Exclusive festive deals and promotions56%Product reviews and testimonials from others4in1055%7of TikTok users bought Consumer Electroni

24、c products after seeing it on TikTok in RamadanConsiderationWhat you can explore:Dive deep with your product USP and highlight the key message through LIVE on ngabuburit hour or Suhoor,encourage users to add to cart through creators review about the product information.ActionWhat you can explore:Eng

25、age with consumers curiosity in real time through thematic LIVE,make use of the timing during Ramadan period to give limited deals or promotion-encouraging final step on taking action.Post ActionWhat you can explore:Extend brand affinity post actions by continue engage with consumers,hype up users c

26、ontent post about your product,remix creators content that highlight the products benefit.What happen after discovering the Consumer Electronic products on TikTok?56%Look for more reviews andrecommendation in-platform55%Look for more deals or discounts42%Add the product to their cart 63%Offers disco

27、unt/interesting dealsShowcase different ways the products can be usedDrive purchases by looking on the contents that they expect from brands:64%Create content about the product bought74%Interact with brandShare with others to buy it66%Know their post-purchasemove%51%42Had positive engagements(likes,

28、comments)from other users%47Recommended or featured by professionalsin electronic segment%40Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,202488Food and BeverageFood and Beverage in Ramadan Path from Discovery to

29、 purchase for Food and BeverageDiscovering Food and Beverage in Ramadan in Ramadan,our users find inspiration for Food and Beverage products through They are interested more in this type of contents during their Food and Beverage product discoveryWhat you can explore:Partner with culinary experts an

30、d creators to refresh dishes recipe on Ramadan with your products,inspire users to elevate Iftar experience.Or better:Encourage UGC and creators participation on whats their take on Indonesian culinary treats for Ramadan with products.DiscoverySource:TikTok commissioned study conducted by Toluna on

31、behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,2024Ramadan is a time for feasting!It is a planned purchase Feasting extends beyond Eid:Top products bought for Ramadan:4inVideos posted by other users46%Videos posted by creators42%Livestream49%Videos posted by brandsExcl

32、usive festivedeals and promotions%Inspirationsfor shopping listProduct unboxingProduct reviews and testimonials from others51Dairy products Bread and cereals Frozen or convenience foodsCooking oils and butterConfectionery snacks Drinks of all kinds(Coffee,tea,soft drinks,juices)4in10%62%5548%of TikT

33、ok users plan to increasetheir food and beverage purchasesin 2025(1.9x more than non users)of TikTok users in Indonesia consider food and beverage as planned purchase with Suhoor,Iftar,and Eid menus,shaping buying decisions throughout the month.87%of TikTok users plan to keep buying food products af

34、ter Eid,driven by extended celebrations filledwith dining out with loved ones and easing backinto regular routines.56%109of TikTok users bought Food and Beverage products after seeing it on TikTok in RamadanConsiderationWhat you can explore:Tap into Ramadan trends(recreating takjil and street food a

35、t home);or address late-night snacking habits during Ramadan by reviewing snacks and beverages suitable for those cravings(sweet?savory?alternative?)ActionWhat you can explore:Convince users to take action with inspiration;for example run a series of short videos where creators demonstrate quick rec

36、ipes using featured products,with flash discounts available for a limited time.Or,create a“shop the recipe”video where a dish is made from catalog of products youre offering.Post ActionWhat you can explore:What if you create your own foodies club with the community?Or,launch a Branded Effect where u

37、sers can share their#Ramadan creation with your products.What happens after discovering the Food and Beverage products on TikTok?54%Look for more reviews andrecommendation in-platform53%Look for more deals or discounts44%Add the product to their cart 55%Drive purchases by looking on the contents tha

38、t they expect from brands:Contains all informationthat I need to know 5in10Offers discount/interesting deals45%Know their post-purchasemove 73%Interact with brand69%Create content about the product boughtShare with others to buy it65%Source:TikTok commissioned study conducted by Toluna on behaviours

39、 during Ramadan among n=593 TikTok users and non-users in Indonesia,2024 4in1042%Has positive engagements(likes,comments)from other usersShowcases different waysthe products can be usedIt is presented in entertaining ways 1in310Path from Discovery to purchasefor Fashion and AccessoriesFashion in Ram

40、adan Fashion and AccessoriesThey are interested more in this type of contents during their Fashion and Accessories product discoveryWhat you can explore:What if we take the essence of fresh perspective in Ramadan and leverage it for fashion?Can we introduce our line up and angle it to inspire our us

41、ers to discover new look they can try this Ramadan?DiscoveryRamadan is a seasonfor fashion:Discovering Fashion and Accessories in Ramadan in Ramadan,our users find inspiration for fashion and accessories products through 1in3Videos posted by other users40%Videos posted by creators43%Livestream44%Vid

42、eos posted by brandsPlan to buy more fashion products in Ramadan 2025(1.9x more than non users)due to numerous occasion gatherings for Iftar and Eid celebrations 48%It is a plannedpurchase:Of our users consider fashion products as planned purchase as many factors takes place for styling options thro

43、ugh festive occasions87%Top 5 products bought in Ramadan:Tops(e.g shirt,t-shirt,blouse,etc.)Bottom(e.g shirt,t-shirt,blouse,etc.)FootwearBagsFashion accessoriesInspirations for shopping list1in3Exclusive festivedeals and promotions4in10Product reviews andtestimonials from others6in10Product unboxing

44、44%Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,2024 11of TikTok users bought Fashion and Accessories products after seeing it on TikTok in RamadanConsiderationWhat you can explore:Inspire users to style one pie

45、ce in multiple ways;for example,different ways to wear a piece of clothing or mix and match accessories,helping them explore versatile fashion choices with your product.ActionWhat you can explore:Make the purchase journey easier,bundle up selected products for a whole look.Enhance engagement and dri

46、ve action by hosting virtual live catwalk events where users can shop in real time.Beside showing the products,make shopping experience into an interactive and entertaining event.Post ActionWhat you can explore:Its time to give the spotlight to users;feature user-generated content where consumers th

47、at donning fashion and accessories product share their own Ramadan style,turning the platform into a community-driven fashion showcase.The brand can curate and remix the looks for more showcase!What happens after discovering the Fashion and Accessories products on TikTok?52%Look for more reviews and

48、recommendation in-platform57%Look for more deals or discounts40%Add the product to their cart 55%Offers discount/interesting deals 47%It is presented in entertaining ways and by credible figures1in3Drive purchases by looking on the contents that they expect from brands:Contains all informationthat I

49、 need to know5in10Showcase different ways the products can be used4in10Know their post-purchasemove56%Create content about the product bought72%Interact with related brandsShare with others to buy it62%Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikT

50、ok users and non-users in Indonesia,2024 c12Travel in Ramadan TravelThis is how early our users plan for their travel in Ramadan:Path from Discovery to purchase for TravelWhat you can explore:We can start with how people spend their Ramadan and inspire them from there;for example:Breaking the Fast G

51、uide where we share best places to enjoy Iftar in various cities or popular travel spots.They are interested more in these type of contents during their travel discovery:DiscoveryDiscovering Travelin Ramadan in Ramadan,our users find inspirationfor Travel products through 54%Video posted by creators

52、46%Trending hashtagVideo posted by other users46%1in3Video posted by brandsLive StreamingcontentExclusive festive holidaytravel deals and promotions62%Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,2024 The trend

53、continues Beyond Eid:It is a plannedpurchase:1.3xMore likely to continuetravel after Eid ascelebration extended Of our users consider travelas planned purchase as a lotof preparations involved89%Travel is a key part in ramadan:61%of TikTok users are looking forward to travelling during the upcoming

54、Eid42%are traveling back to their hometown41%will extend their holidayfor 1-2 weeks Travel Preparation ActionsBook transportation for homecoming/holidays(e.g.Plane,bus,train ticket,etc.)Time for Preparation54%Product reviews andtestimonials from others92%Destination/travelunboxing69%Rent transportat

55、ion for visiting(e.g.Bus,car,motorcycle,etc.)Book accommodation for homecoming/holidaysPack their luggage for homecoming/holidays1 month beforeAbout few weeks before1-2 months beforeA few days before 13of TikTok users bought travel related products after seeing it on TikTok in RamadanConsiderationWh

56、at you can explore:Build travel confidence by sharing authentic reviews and comparisons,featuring trusted creators and user stories to highlight exclusive Ramadan deals thats accessible.Inspire travel for Eid homecoming.ActionWhat you can explore:Do countdown before the big day to encourage FOMO,or

57、run special deals on Iftar or Suhoor time so users can take action right away.Post ActionWhat you can explore:Harness the excitement of recent trip by prompting users to share their Ramadan experiences and engage with them,fostering brand loyalty and community.Incentivize participation with a campai

58、gn like Mudik with Me,showcasing authentic stories that highlight your products value.What happen after discovering the travel products on TikTok?56%Look for more reviews andrecommendation in-platform41%Look for more information on other websites56%Look for more deals or discounts63%Drive purchases

59、by looking on the contents that they expect from brands:Contains all informationthat I need to know Has positive engagements(likes,comments,etc.)from other users4in10Offers discount/interesting deals54%1in3Know their post-purchasemove68%Create content about the travel products bought86%Interact with

60、 related brandShare with others to buy it82%Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,2024 42%Contains simplified information that helps to understand complex product information54%It is presented in entertai

61、ningways and by credible figures14Path from discovery to purchasefor AutomotiveAutomotive in Ramadan 14They are interested more in this type of contents during their Automotive product discovery What you can explore:Use storytelling to connect the emotional significance of Eid mobility with automoti

62、ve products.For example;we can highlight a persons journey is made better with their new ride that help them getting on the days more comfortable.AutomotiveDiscoveryDiscovering Automotivein Ramadan in Ramadan,our users find inspiration Automotive products through 4in10Following page46Videos posted b

63、y creators46%Livestream46%Videos posted by other users%62Exclusive automotive festive deals and promotions%46Automotive Product reviews andtestimonials from others%Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,20

64、24 58%Of TikTok users are planningto buy more automotive products in Ramadan 2025New Wheels for Eid!86%Of our users consider automotive as planned purchase as it is considered high-involvement products.Be with your audience at every stages of their consumer journey.It is a plannedpurchase:15preof Ti

65、kTok users bought Automotive products after seeing it on TikTok in RamadanConsiderationWhat you can explore:Create informative videos that guide viewers on choosing the right vehicle for their Eid travels;work with creators expert to encourage users to check and improve their current vehicles be the

66、 source of reliability to your consumers and non-consumers too!ActionWhat you can explore:Promote the idea of elevate your riding experience thats relevant for Eid celebrations through emotional angle(for example:for your new family,its time for new ride).Create“need”with time-limited offers and cle

67、ar calls to action directing viewers to local dealerships or online platforms.Post ActionWhat you can explore:Foster brand loyalty and community engagement by encouraging customers to share their experiences after purchasing.Continue promoting after-sales program to show that we care about the end-t

68、o-end automotive experience.What happen after discovering the Automotive products on TikTok?55%Drive purchases by looking on the contents that they expect from brands:Contains all information that I need to know4in10Contents that have positive engagements46%69%Look for more reviews and recommendatio

69、ns 41%Look for more deals or discountsKnow their post-purchasemove90%Create content about the automotiveproduct bought80%Interact with related brandsShare with others to buy it50%Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users

70、in Indonesia,2024 It is presented in entertaining ways and by credible figures in Automotive54%Simple contents that help understand complex product info5in1016Finance in Ramadan 16They are interested more in these type of contents during their product discovery What you can explore:Can we talk about

71、 parents financial journey this Ramadan and how your product can help?Can we talk about financial guide for a cat foster care,or a new adult entering workforce?Can we leverage the trends of 30 days Ramadan and make it about budgeting and saving?FinanceBe there in every discovery to purchase stage to

72、 convince them to use your financial productsDiscoveryRamadan means all preparations will involve finance,ensuring all festive needs are met Your audience are multi-dimensional human beings that have needs and wants this Ramadan.You should know that almost everything in Ramadan are planned purchases

73、:Discovering productsin Ramadan Videos posted by brands LivestreamVideos posted by creators4in1040%Exclusive festive deals and promotions53%Product reviews and testimonialsfrom othersShopping inspirations1in3Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=59

74、3 TikTok users and non-users in Indonesia,2024 Of TikTok users in Indonesia did financial preparation pre-Ramadan TikTok users find inspiration on products through 80%Beauty and Personal Care HomecareConsumer ElectronicsFood and BeveragesFashion and AccessoriesTravel and Automotive17TikTok users bou

75、ght products after seeing it on TikTok in RamadanConsiderationWhat you can explore:Continue providing information to build more trust among users.Highlight your products strength from the perspective of users;for example,highlight potential savings or benefits from using your financial solutions dur

76、ing Ramadan,or special deals for purchases made with your service.ActionWhat you can explore:Empower Smart Financial Choices for Ramadan,highlight the importance of effective financial management.Position your financial products and services as essential tools that empower users to make informed and

77、 beneficial financial decisions.Promote your incentive program to drive immediate action.Post ActionWhat you can explore:Strengthen loyalty and encourage continued engagement by showcasing customer success stories through content,encourage“do good”and zakat during Eid with your product to strengthen

78、 brand love,creating a sense of community and appreciation.What happens after discovering products on TikTok?52%Look for more deals or discounts1in255%Offers a great dealContents that gain positive engagements4in10Drive purchases by looking on the contents that they expect from brands:4in10Know thei

79、r post-purchasemove58%Look for more reviews and recommendation in-platformShare with others to buy it63%Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,2024 45%Contains all information that I need to knowLook for m

80、ore reviews andrecommendation in-platform1818TelecommunicationsTelecommunication products hold great relevance during Ramadan.Here are key things to consider:Ramadan:A moment to get connected 51%TikTok users sees the importance to connect with family and friends during Ramadan What you can explore:T

81、his is your time;connection is made possible by you.Explore offering Ramadan-specific data bundles or“stay-connected”packages can resonate with users who want to stay engaged via messaging,calls,and TikTok!Spiking content creation and consumptionTrillions video views and millions of video creations

82、happening in Ramadan on TikTokInsInsInsInsInsiconInsInsInsWhat you can explore:Bundle your telco products with exclusive ramadan content.Explore Ramadan-themed shows and series to make your product part of the Ramadan routine;emphasize your USP that make connection and creativity as seamless and smo

83、oth as possible.Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,2024 19Eid means travel and need to stay connected19Telecommunication products hold great relevance during Ramadan.Here are key things to consider:Win

84、d down and meal time are the peaksfor entertainment What you can explore:Leverage the users habit by highlight night owl data plans,voice bundles,and gaming segments tailored to peak usage times during late night and sahur.Ads can use catchy hooks around shared virtual experiences,like“nungguin sahu

85、r segment”or live-streamed content.What you can explore:Offering seasonal promotions post-Ramadan travel back home(Mudik)can resonate well.Campaigns can highlight family reconnection,making telco offers essential for sharing memorable moments throughout travel journey through video calls or livestre

86、aming.Explore LIVE and interactive add-ons to make content more engaging and drive immediate action.60%More than Increased in creations during late night 250%More than Increased in Video Views during Suhoor Source:TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593TikTok users and non-users in Indonesia,2024 55%TikTok users will travel back to their hometownfor upcoming lebaran 202520Ready to elevate your Ramadan strategy?Access our TikTok Ramadan Playbook to navigate through data,trends,and strategic recommendations!Download Ramadan Playbook here