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1、1THE 2025RAMADAN HANDBOOKUAE EditionFebruary 20252 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition2What Do People Love Most About Ramadan?Lifestyle Changes In Ramadan Eating Habits In Ramadan Financial&Shopping Behaviors In Ramadan0101020203030404050506060707Brand Interaction&AdvertisingMost Pr

2、ominent Ramadan BrandsThe Ramadan Personas Eid Plans 0808 Ipsos|The 2025 Ramadan Handbook|UAE EditionTable Of Contents Table Of Contents 3 Ipsos|The 2025 Ramadan Handbook|Senegal Edition3What Do People Love Most What Do People Love Most About Ramadan?About Ramadan?Ipsos|The 2025 Ramadan Handbook|UAE

3、 Edition4 Ipsos|The 2025 Ramadan Handbook|UAE Edition4Valued for its diverse elements,Ramadans spiritual meaning is the most cherished,alongside fasting and the Iftar meal.What do people love most about Ramadan Top 8Spirituality 32%Ramadans atmosphere 8%Iftar meal16%Fasting 23%Family and social gath

4、erings 8%Charity and good deeds2%Reciting the Quran 4%Tarawih prayers4%5 Ipsos|The 2025 Ramadan Handbook|Senegal Edition5 Ipsos|The 2025 Ramadan Handbook|UAE EditionLifestyle Changes Lifestyle Changes In Ramadan In Ramadan 6 Ipsos|The 2025 Ramadan Handbook|UAE Edition679%Take Ramadan as a time of de

5、ep spiritual reflection and increased religious devotion76%Believe Ramadan is about engaging in acts of charity67%Focus more on spirituality during Ramadan During Ramadan,individuals emphasize spiritual reflection and charitable deeds.7 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition7 Ipsos|The

6、 2025 Ramadan Handbook|UAE EditionPeople generally experience a loss of sleep in Ramadan.However,the majority manage to either maintain or increase their productivity and activity levels.17%32%36%28%31%39%55%37%25%Sleep during Ramadan Activity levels during RamadanProductivity levels at work during

7、RamadanIncrease Stay the same Decrease8 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition8 Ipsos|The 2025 Ramadan Handbook|UAE EditionSleep,activity and productivity-by demographics Sleep during RamadanActivity levels during RamadanProductivity levels at work during Ramadan%Increase%Decrease%Incr

8、ease%Decrease%Increase%Decrease Male17%54%34%36%34%26%Female18%55%28%41%41%25%18 2425%48%38%31%50%18%25-3416%55%32%38%32%26%35-44 14%60%25%41%32%29%45+10%59%36%41%27%31%Nationals29%40%40%28%35%28%Expats 15%58%30%39%36%25%Upper Income 18%52%32%36%39%26%Middle Income 17%56%34%37%35%23%Lower Income16%5

9、9%27%41%30%26%37%25%55%32%36%17%9 Ipsos|The 2025 Ramadan Handbook|UAE Edition983%Spend more time with family than with friends during Ramadan 67%Feel that Ramadan evokes a sense of nostalgia,taking them back to cherished family timesWith fond memories of previous Ramadans,the majority prioritize fam

10、ily during the holy month.10 Ipsos|The 2025 Ramadan Handbook|UAE Edition1048%45%However,many people perceive that fewer gatherings are occurring,leading to a sentiment that the spirit of Ramadan has changed.Feel that nowadays,fewer people gather around the iftar table as compared to the past Believe

11、 the spirit of Ramadan doesnt feel as strong as it did in the past11 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition11 Ipsos|The 2025 Ramadan Handbook|UAE EditionBy Gender Male FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals Expats30%1

12、9%24%31%46%50%37%24%22%20%34%24%23%26%29%52%55%54%30%26%32%25%38%49%28%32%12%27%26%27%45%43%62%Therefore,many choose to stay in more during Ramadan and spend time with their loved ones.Go out more during Ramadan No change27%26%47%Go out less during Ramadan12 Ipsos|The 2025 Ramadan Handbook|UAE Editi

13、on1273%61%With more time spent indoors,many ensure their homes are festive,adding decorations to enhance the Ramadan atmosphere.Decorate their house during Ramadan Believe that decorating and creating a festive atmosphere at home is an essential part of Ramadan customs 13 Ipsos|The 2025 Ramadan Hand

14、book|Senegal Edition13 Ipsos|The 2025 Ramadan Handbook|UAE EditionEating Habits Eating Habits In Ramadan In Ramadan 14 Ipsos|The 2025 Ramadan Handbook|UAE Edition1474%73%Ramadan is highly regarded as a period for physical discipline and rejuvenation.Consider Ramadan as a period of physical disciplin

15、e and health consciousness Consider Ramadan an opportunity to reset their body15 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition15 Ipsos|The 2025 Ramadan Handbook|UAE EditionBy Gender Male FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality National

16、s Expats75%83%25%17%83%75%73%93%17%25%27%7%59%81%41%19%76%75%86%24%25%14%In line with the focus on physical health,the majority lean towards eating more meals at home rather than eating out.Tend to eat more home-cooked meals Tend to eat out more 78%22%16 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia

17、Edition16Have appetizers everyday at Iftar 81%32%68%Ipsos|The 2025 Ramadan Handbook|UAE EditionUsually eat one main dish during Iftar Usually eat a variety of main dishes during Iftar Always break their fast with dates 92%It is common for people to begin their Iftar with dates,proceed to appetizers,

18、and enjoy a variety of main dishes.17 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition17Have unhealthy snacks after Iftar 48%91%Ipsos|The 2025 Ramadan Handbook|UAE EditionHave healthy snacks after Iftar 80%The majority also opt for snacks after Iftar,mainly selecting healthier options.Usually ha

19、ve snacks after Iftar18 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition18 Ipsos|The 2025 Ramadan Handbook|UAE EditionSnacking behaviour during Ramadan-by demographics Usually have snacks after Iftar Have healthy snacks after Iftar Have unhealthy snacks after Iftar Male90%83%44%Female91%74%55%18

20、 2493%78%51%25 3490%81%51%35-44 88%77%38%45+94%94%47%Nationals92%85%63%Expats 90%80%44%Upper Income 91%78%54%Middle Income 92%85%45%Lower Income86%78%36%80%48%91%19 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition19 Ipsos|The 2025 Ramadan Handbook|UAE EditionHave Suhooron most nights By Gender M

21、ale FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals Expats87%84%90%85%86%81%89%86%86%91%79%86%Suhoor is a common meal during Ramadan,and younger individuals are more likely to partake in it.20 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Ed

22、ition20 Ipsos|The 2025 Ramadan Handbook|UAE EditionMakean effort to repurpose leftovers to minimize food waste during RamadanBy Gender Male FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals Expats67%73%70%69%69%64%66%70%68%72%66%69%With the d

23、iverse meals and snacks enjoyed during Ramadan,efforts to repurpose leftovers are common,highlighting a dedication to reducing food waste.21 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition21 Ipsos|The 2025 Ramadan Handbook|UAE EditionBy Gender Male FemaleBy Age18-2425-3435-4445+By Income Level

24、Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals Expats17%23%32%39%51%38%21%21%11%21%41%33%31%35%38%46%58%44%27%17%38%34%34%49%18%22%14%38%31%32%44%47%54%Even with disruptions to eating habits,most people find they either lose or maintain their weight.Gain weight during RamadanNo change

25、19%34%47%Lose weight during Ramadan 22 Ipsos|The 2025 Ramadan Handbook|Senegal Edition22 Ipsos|The 2025 Ramadan Handbook|UAE EditionFinancial&Shopping Financial&Shopping Behaviors In RamadanBehaviors In Ramadan23 Ipsos|The 2025 Ramadan Handbook|UAE Edition23By Gender By AgeMale Female18-2425-3435-44

26、45+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals ExpatsAgree that financial planning becomes a priority during Ramadan to manage both personal and communal duties52%46%Tend to save more money in the months leading up to Ramadan to prepare for the increased expenses50%

27、57%54%51%51%50%61%50%57%52%39%By Gender By AgeMale Female18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals Expats45%47%39%47%50%42%51%44%53%41%37%For half of the individuals,Ramadan brings a focus on financial planning to manage both personal and communa

28、l responsibilities,with many also prioritizing savings in anticipation of higher expenses.24 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition24 Ipsos|The 2025 Ramadan Handbook|UAE EditionBy Gender Male FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy National

29、ity Nationals Expats57%53%26%24%17%23%47%55%60%68%30%27%22%13%23%18%18%18%47%57%27%25%27%18%57%55%53%26%26%24%17%20%24%Even with financial preparations,more than half still experience a rise in spending during Ramadan.Spend more moneyNo change in spending habits55%25%19%Spend less money 25 Ipsos|The

30、 2025 Ramadan Handbook|Saudi Arabia Edition25 Ipsos|The 2025 Ramadan Handbook|UAE EditionRamadan is a time for people to center their attention on spiritual matters and helping others in need During Ramadan,people shop cautiously,planning and seeking deals,yet there is a trend of exploring and purch

31、asing new product categories.Additionally,they tend to favor the in-store shopping experience.65%61%57%57%48%41%35%39%43%43%52%59%Plan their shopping tripsSeek deals More likely to shop in-storeShop in bulk Buy from brands they are used to Buy the product categories they are used to Make purchases i

32、mpulsivelyBuy regardless of deals More likely to shop onlineShop for small quantities/as neededLike to explore and purchase from new brands Like to explore and purchase new product categories 26 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition26 Ipsos|The 2025 Ramadan Handbook|UAE EditionTypes o

33、f shoppers during Ramadan-by demographics Planned shoppersImpulsive shoppersSeek dealsBuys regardless of deals Shop in-storeShop onlineShop in bulk Shop as neededBuy familiar brandsTry new brandsBuy familiar productsTry new productsMale66%34%63%37%57%43%58%42%48%52%41%59%Female63%37%57%43%55%45%55%4

34、5%49%51%41%59%18 2465%35%65%35%55%45%59%41%53%47%44%56%25-3461%39%59%41%49%51%53%47%51%49%46%54%35-44 68%32%63%37%66%34%64%36%43%57%35%65%45+75%25%58%42%74%26%52%48%35%65%31%69%Nationals60%40%56%44%44%56%59%41%36%64%42%58%Expats 66%34%63%37%59%41%57%43%51%49%41%59%Upper Income 61%39%58%42%47%53%60%4

35、0%45%55%38%62%Middle Income 65%35%66%34%67%33%55%45%49%51%46%54%Lower Income72%28%58%42%61%39%56%44%54%46%40%60%35%65%43%57%52%48%39%61%43%57%59%41%27 Ipsos|The 2025 Ramadan Handbook|UAE Edition27By Gender By AgeMale Female18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nat

36、ionality Nationals ExpatsLook forward to Ramadans special offers and promotions each year 59%42%Delay big-ticket purchases until Ramadan to benefit from its special offers59%58%64%55%62%56%71%57%59%66%45%By Gender By AgeMale Female18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower Inco

37、meBy Nationality Nationals Expats43%40%36%46%44%40%61%39%50%39%30%In line with the deal-seeking behaviors,many shoppers delay major purchases until Ramadan to take advantage of the discounts.28 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition28Brand Interaction Brand Interaction&Advertising&Adve

38、rtising Ipsos|The 2025 Ramadan Handbook|UAE Edition29 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition2960%40%Ipsos|The 2025 Ramadan Handbook|UAE EditionBy Gender Male FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals Expats64%51%36%49%45

39、%66%64%66%55%34%36%34%61%60%39%40%63%58%57%37%42%43%People mainly rely on online sources to gather information about brands during Ramadan.Use online sources to obtain information about brandsUse offline sources to obtain information about brands30 Ipsos|The 2025 Ramadan Handbook|UAE Edition30When e

40、xploring the details about information sources on brands,social media emerges as the top platform.Main sources used to obtain information about brands Top 10 Social media platforms29%Word of mouth14%Online ads10%Directly at the physical store9%TV8%E-commerce platforms5%Online reviews and ratings4%Bi

41、llboards&outdoor ads 4%Influencers3%Brand websites3%31 Ipsos|The 2025 Ramadan Handbook|UAE Edition31Main sources used to obtain information about brandsTop 10-by demographics Social media platformsWord of mouthOnline adsDirectly at the physical storeTVE-commerce platformsOnline reviews and ratingsBi

42、llboards&outdoor ads InfluencersBrand websitesMale30%12%12%9%8%6%4%3%3%4%Female27%19%8%9%9%1%6%5%4%1%18 2418%23%8%7%15%4%4%4%4%3%25-3433%11%13%9%7%4%4%3%3%4%35-44 35%14%9%12%4%6%6%3%5%1%45+28%3%8%12%5%5%2%11%4%8%Nationals34%10%6%9%8%5%8%7%2%-Expats 28%15%12%9%8%4%4%3%4%4%Upper Income 31%11%10%7%10%6

43、%5%3%4%3%Middle Income 28%15%10%12%5%3%6%7%2%3%Lower Income27%22%14%9%11%3%1%-4%3%29%29%3%3%14%14%10%10%9%9%8%8%5%5%4%4%4%4%3%3%32 Ipsos|The 2025 Ramadan Handbook|UAE Edition32By Gender By AgeMale Female18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals E

44、xpatsBelieve there are too many ads during Ramadan 63%60%Feel that Ramadan has become more commercialized over the years 60%68%62%63%65%55%72%61%65%65%54%By Gender By AgeMale Female18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals Expats60%59%59%61%60%55

45、%55%61%58%65%55%When it comes to ads,theres a perception of overload during Ramadan,leading to views that the holy month has become overly commercialized over the years.33 Ipsos|The 2025 Ramadan Handbook|UAE Edition33By Gender By AgeMale Female18-2425-3435-4445+By Income Level Upper IncomeMiddle Inc

46、omeLower IncomeBy Nationality Nationals ExpatsHave previously purchased a product based on an ad they saw during Ramadan 54%51%Are more likely to remember brands that advertise during Ramadan 53%54%53%51%60%50%70%50%57%55%44%By Gender By AgeMale Female18-2425-3435-4445+By Income Level Upper IncomeMi

47、ddle IncomeLower IncomeBy Nationality Nationals Expats50%52%46%54%50%55%65%48%54%54%36%Even with the sentiment of commercialization,Ramadan ads are memorable,influencing purchase decisions for many.34 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition34 Ipsos|The 2025 Ramadan Handbook|UAE EditionM

48、ost Prominent Most Prominent Ramadan BrandsRamadan Brands35 Ipsos|The 2025 Ramadan Handbook|UAE Edition35Brands most associated with Ramadan in UAETop 10 brands sorted by alphabetical order36 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition36The Ramadan The Ramadan Personas Personas Ipsos|The 20

49、25 Ramadan Handbook|UAE Edition37 Ipsos|The 2025 Ramadan Handbook|UAE Edition37The Passionate Shopper 30%The diverse Ramadan personas-each with unique attitudes and behaviours during the holy monthThe Social Connector 20%The Festive Spirit17%The Self Nurturer 11%The Content Explorer23%38 Ipsos|The 2

50、025 Ramadan Handbook|UAE Edition38Who is the Passionate Shopper?(29%)A shopping lover who indulges in the busy markets and attractive deals during RamadanBy Gender Male FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals Expats32%21%26%36%22%23

51、%38%27%32%28%24%Take Ramadan as a time to indulge in shopping,whether for Eid gifts or personal treats86%Perceive Ramadan as a season of shopping,with attractive deals and bustling markets91%39 Ipsos|The 2025 Ramadan Handbook|UAE Edition39Who is the Content Explorer?(21%)A digital enthusiast who eng

52、ages deeply with Ramadan-related programs and content on social mediaBy Gender Male FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals Expats19%24%22%20%21%16%22%20%23%19%18%View Ramadan as a season for exploring and watching series and catchi

53、ng up on Ramadan-themed programs 48%View Ramadan as a time for digital connection and engaging with Ramadan-related social media content 77%40 Ipsos|The 2025 Ramadan Handbook|UAE Edition40Who is the Social Connector?(20%)A social butterfly cherishing shared experiences and connections during Ramadan

54、 with family,friends and the community By Gender Male FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower IncomeBy Nationality Nationals Expats18%25%19%20%21%21%21%20%22%19%18%Believe Ramadan is a time of togetherness and shared experiences with loved ones 64%Believe Ramadan

55、 a time to connect with many friends and social groups75%41 Ipsos|The 2025 Ramadan Handbook|UAE Edition41Who is the Festive Spirit?(18%)A person who creates a festive atmosphere around them and enjoys the traditions of RamadanBy Gender Male FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeM

56、iddle IncomeLower IncomeBy Nationality Nationals Expats18%17%16%15%24%21%14%19%14%20%23%Believe that Ramadan embodies the spirit of festivity,with its community Iftar/Suhoor meals and shared joy 64%Believe that decorating and creating a festive atmosphere at home is an essential part of Ramadan cust

57、oms 76%42 Ipsos|The 2025 Ramadan Handbook|UAE Edition42Who is the Self Nurturer?(12%)A person who sees Ramadan as a time not only for spiritual growth but also physical well-being and health consciousnessBy Gender Male FemaleBy Age18-2425-3435-4445+By Income Level Upper IncomeMiddle IncomeLower Inco

58、meBy Nationality Nationals Expats12%13%16%9%12%18%5%14%9%14%17%Consider Ramadan as a period of physical discipline and health consciousness95%Consider Ramadan an opportunity to reset their body 97%43 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition43Eid PlansEid Plans Ipsos|The 2025 Ramadan Hand

59、book|UAE Edition44 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition44Plan on traveling internationally 27%Ipsos|The 2025 Ramadan Handbook|UAE EditionPlan on having a staycation 39%Many plan to travel during the Eid holiday,with a greater emphasis on domestic destinations.66%Plan on traveling dur

60、ing the Eid holiday 45 Ipsos|The 2025 Ramadan Handbook|Saudi Arabia Edition45 Ipsos|The 2025 Ramadan Handbook|UAE EditionTravel plans during the Eid holiday-by demographics Plan on traveling during the Eid holiday Plan on having a staycation Plan on traveling internationally Male71%43%27%Female55%30

61、%25%18 2462%40%22%25 3468%40%29%35-44 68%39%30%45+54%36%18%Nationals77%40%37%Expats 64%39%25%Upper Income 75%43%32%Middle Income 62%38%23%Lower Income51%30%21%39%27%66%46 Ipsos|The 2025 Ramadan Handbook|UAE Edition46Sample and methodology 46Sample size 500 respondentsSample criteria General public:representative of the Muslim population across gender,age(18+),nationality,regions and SECs Methodology The survey was conducted via Ipsos online panelGeographical coverage Conducted in UAEwith a nationwide coverage FOR MORE FOR MORE INFORMATION INFORMATION Saad MasriClient DirectorIpsos in UAE