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1、1THE 2025RAMADAN HANDBOOKMENAEditionFebruary 20252 Ipsos|The 2025 Ramadan Handbook|MENA Edition2What Do People Love Most About Ramadan?Lifestyle Changes In Ramadan Eating Habits In Ramadan Financial&Shopping Behaviors In Ramadan0101020203030404050506060707Brand Interaction&AdvertisingThe Ramadan Per

2、sonas Eid Plans 0808 Ipsos|The 2025 Ramadan Handbook|MENA EditionMost Prominent Ramadan BrandsTable 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|MENA Editi

3、on4 Ipsos|The 2025 Ramadan Handbook|MENA Edition4While Ramadan in MENA is appreciated for numerous factors,its spiritual essence remains the most prominent.Spirituality 27%Iftar meal12%Fasting16%Family and social gatherings 17%Tarawih prayers9%Charity and good deeds2%Reciting the Quran 5%Ramadans at

4、mosphere 9%What do people love most about Ramadan Top 85 Ipsos|The 2025 Ramadan Handbook|Senegal Edition5 Ipsos|The 2025 Ramadan Handbook|MENA EditionLifestyle Changes Lifestyle Changes In Ramadan In Ramadan 6 Ipsos|The 2025 Ramadan Handbook|MENA Edition687%Take Ramadan as a time of deep spiritual r

5、eflection and increased religious devotion84%Believe Ramadan is about engaging in acts of charity76%Focus more on spirituality during Ramadan The majority center their attention on profound spiritual reflection and helping others during Ramadan.7 Ipsos|The 2025 Ramadan Handbook|MENA Edition7 Ipsos|T

6、he 2025 Ramadan Handbook|MENA EditionWhile sleep decreases during the holy month,many manage to either maintain or keep up their activity levels and productivity at work.18%31%31%32%34%40%50%36%29%Sleep during Ramadan Activity levels during RamadanProductivity levels at work during RamadanIncrease S

7、tay the same Decrease8 Ipsos|The 2025 Ramadan Handbook|MENA Edition8 Ipsos|The 2025 Ramadan Handbook|MENA EditionSleep,activity and productivity-by country36%29%50%31%31%18%Sleep during RamadanActivity levels during RamadanProductivity levels at work during Ramadan%Increase%Decrease%Increase%Decreas

8、e%Increase%Decrease Egypt 19%53%41%25%37%26%Jordan12%52%24%37%29%30%Kuwait23%48%34%31%29%32%Lebanon21%43%17%48%18%37%Saudi Arabia17%50%36%35%37%25%UAE17%55%37%36%25%9 Ipsos|The 2025 Ramadan Handbook|MENA Edition986%Spend more time with family than with friends during Ramadan 78%Feel that Ramadan evo

9、kes a sense of nostalgia,taking them back to cherished family timesDue to common nostalgic feelings for previous Ramadans,family remains a primary focus during the holy month.10 Ipsos|The 2025 Ramadan Handbook|MENA Edition1056%55%However,fewer gatherings around the Iftar table are thought to have le

10、ssened the traditional Ramadan spirit.Believe the spirit of Ramadan doesnt feel as strong as it did in the pastFeel that nowadays,fewer people gather around the iftar table as compared to the past11 Ipsos|The 2025 Ramadan Handbook|MENA Edition11 Ipsos|The 2025 Ramadan Handbook|MENA EditionTherefore,

11、many people choose to spend more time at home and reduce their outings throughout Ramadan.Go out more during Ramadan No change31%29%40%Go out less during RamadanBy Country EgyptJordanKuwaitLebanonSaudi ArabiaUAE52%29%28%21%29%27%24%35%26%37%27%26%23%36%45%42%44%47%12 Ipsos|The 2025 Ramadan Handbook|

12、MENA Edition1271%63%As people spend more time indoors,they concentrate on decorating their spaces to enhance the festive 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

13、Handbook|Senegal Edition13 Ipsos|The 2025 Ramadan Handbook|MENA EditionEating Habits Eating Habits In Ramadan In Ramadan 14 Ipsos|The 2025 Ramadan Handbook|MENA Edition1475%75%The majority of people perceive Ramadan as a period of health awareness and a time to reset their bodies.Consider Ramadan as

14、 a period of physical discipline and health consciousness Consider Ramadan an opportunity to reset their body15 Ipsos|The 2025 Ramadan Handbook|MENA Edition15 Ipsos|The 2025 Ramadan Handbook|MENA EditionEchoing the emphasis on health,people favor home cooking over dining out during Ramadan.Tend to e

15、at more home-cooked meals Tend to eat out more 86%14%By Country EgyptJordanKuwaitLebanonSaudi ArabiaUAE85%90%85%96%84%78%15%10%15%4%16%22%16 Ipsos|The 2025 Ramadan Handbook|MENA Edition16Have appetizers everyday at Iftar 78%32%68%Ipsos|The 2025 Ramadan Handbook|MENA EditionUsually eat one main dish

16、during Iftar Usually eat a variety of main dishes during Iftar Always break their fast with dates 84%When breaking their fast,people often start with dates and appetizers before moving on to a selection of dishes.17 Ipsos|The 2025 Ramadan Handbook|MENA Edition17Have unhealthy snacks after Iftar 52%8

17、5%Ipsos|The 2025 Ramadan Handbook|MENA EditionHave healthy snacks after Iftar 70%Following Iftar,although healthy snacks are popular,many also indulge in less healthy options,highlighting diverse snacking behaviours.Usually have snacks after Iftar18 Ipsos|The 2025 Ramadan Handbook|MENA Edition18 Ips

18、os|The 2025 Ramadan Handbook|MENA EditionSnacking behaviour during Ramadan-by country 70%52%85%Usually have snacks after Iftar Have healthy snacks after Iftar Have unhealthy snacks after Iftar Egypt 83%64%58%Jordan81%67%48%Kuwait88%71%59%Lebanon78%62%41%Saudi Arabia89%78%59%UAE91%80%48%19 Ipsos|The

19、2025 Ramadan Handbook|MENA Edition19 Ipsos|The 2025 Ramadan Handbook|MENA EditionHave Suhooron most nights 80%Suhoor is a common meal,observed by the majority of individuals.By Country EgyptJordanKuwaitLebanonSaudi ArabiaUAE90%76%77%61%89%86%20 Ipsos|The 2025 Ramadan Handbook|MENA Edition20 Ipsos|Th

20、e 2025 Ramadan Handbook|MENA EditionMakean effort to repurpose leftovers to minimize food waste during Ramadan70%To minimize food waste,it is common for many to reuse leftovers from the diverse array of dishes during the holy month.By Country EgyptJordanKuwaitLebanonSaudi ArabiaUAE61%70%77%72%73%69%

21、21 Ipsos|The 2025 Ramadan Handbook|MENA Edition21 Ipsos|The 2025 Ramadan Handbook|MENA EditionIn terms of weight,most people see either weight loss or stability,even with disruptions to their eating patterns.Gain weight during RamadanNo change22%41%38%Lose weight during Ramadan By Country EgyptJorda

22、nKuwaitLebanonSaudi ArabiaUAE30%14%27%18%22%19%46%45%34%42%43%34%24%41%39%40%34%47%22 Ipsos|The 2025 Ramadan Handbook|MENA Edition22Financial&Shopping Financial&Shopping Behaviors In RamadanBehaviors In Ramadan Ipsos|The 2025 Ramadan Handbook|MENA Edition23 Ipsos|The 2025 Ramadan Handbook|MENA Editi

23、on23Agree that financial planning becomes a priority during Ramadan to manage both personal and communal duties55%48%Tend to save more money in the months leading up to Ramadan to prepare for the increased expensesDuring Ramadan,many prioritize financial planning,getting ready for both personal and

24、communal obligations and setting aside money in advance for expected increases in expenses.EgyptJordanKuwaitLebanonSaudi ArabiaUAE62%48%56%54%57%52%By Country EgyptJordanKuwaitLebanonSaudi ArabiaUAE60%39%50%41%52%46%By Country 24 Ipsos|The 2025 Ramadan Handbook|MENA Edition24 Ipsos|The 2025 Ramadan

25、Handbook|MENA EditionDespite efforts to plan and save,most individuals find that Ramadans demands result in increased spending.Spend more moneyNo change in spending habits62%25%13%Spend less money By Country EgyptJordanKuwaitLebanonSaudi ArabiaUAE75%54%50%79%60%55%20%35%27%17%24%25%5%12%23%4%16%19%2

26、5 Ipsos|The 2025 Ramadan Handbook|MENA Edition25 Ipsos|The 2025 Ramadan Handbook|MENA EditionRamadan is a time for people to center their attention on spiritual matters and helping others in need Shoppers in MENA mostly enjoy the in-store shopping experience during Ramadan.They are inclined to appro

27、ach shopping with planning,although styles vary;many seek deals and stick to the familiar while others are more adventurous exploring new brands and items.75%60%53%53%48%45%25%40%47%47%52%55%More likely to shop in-storeBuy from brands they are used to Buy the product categories they are used to Shop

28、 in bulk More likely to shop onlineLike to explore and purchase from new brands Like to explore and purchase new product categories Shop for small quantities/as neededPlan their shopping tripsMake purchases impulsivelySeek deals Buy regardless of deals 26 Ipsos|The 2025 Ramadan Handbook|MENA Edition

29、26 Ipsos|The 2025 Ramadan Handbook|MENA EditionTypes of shoppers during Ramadan-by country 40%60%47%53%55%45%25%75%47%53%52%48%Shop in-storeShop onlinePlanned shoppersImpulsive shoppersSeek dealsBuys regardless of deals Buy familiar brandsTry new brandsBuy familiar productsTry new productsShop in bu

30、lk Shop as neededEgypt 75%25%51%49%47%53%49%51%45%55%56%44%Jordan84%16%66%34%51%49%60%40%56%44%37%63%Kuwait73%27%53%47%49%51%54%46%50%50%39%61%Lebanon94%6%55%45%50%50%58%42%55%45%28%72%Saudi Arabia67%33%67%33%58%42%48%52%43%57%52%48%UAE57%43%65%35%61%39%48%52%41%59%57%43%27 Ipsos|The 2025 Ramadan Ha

31、ndbook|MENA Edition27Look forward to Ramadans special offers and promotions each year 53%39%Delay big-ticket purchases until Ramadan to benefit from its special offersHalf of shoppers anticipate Ramadans deals,with some even postponing big purchases to take advantage of the discounts.EgyptJordanKuwa

32、itLebanonSaudi ArabiaUAE56%42%56%39%66%59%EgyptJordanKuwaitLebanonSaudi ArabiaUAE46%32%42%25%49%42%By Country By Country 28 Ipsos|The 2025 Ramadan Handbook|MENA Edition28Brand Interaction Brand Interaction&Advertising&Advertising Ipsos|The 2025 Ramadan Handbook|MENA Edition29 Ipsos|The 2025 Ramadan

33、Handbook|MENA Edition2955%45%Ipsos|The 2025 Ramadan Handbook|MENA EditionEven though more than half turn to online sources to obtain information about brands,traditional sources are still vital and widely used.Use online sources to obtain information about brandsUse offline sources to obtain informa

34、tion about brandsBy Country EgyptJordanKuwaitLebanonSaudi ArabiaUAE53%54%52%52%61%60%47%46%48%48%39%40%30 Ipsos|The 2025 Ramadan Handbook|MENA Edition30As detailed sources indicate,Social media emerges as the top source for brand information.Main sources used to obtain information about brands Top 1

35、0 Social media platforms34%TV14%Directly at the physical store14%Word of mouth12%Online ads11%Brand websites3%E-commerce platforms3%Billboards&outdoor ads 3%Online reviews and ratings 2%Blogs&online communities 2%31 Ipsos|The 2025 Ramadan Handbook|MENA Edition31Believe there are too many ads during

36、Ramadan 71%63%Feel that Ramadan has become more commercialized over the years There is a noticeable sense of ad overload during Ramadan,leading to perceptions that the holy month is becoming increasingly commercialized.EgyptJordanKuwaitLebanonSaudi ArabiaUAE77%76%64%77%69%63%EgyptJordanKuwaitLebanon

37、Saudi ArabiaUAE74%53%75%65%52%60%By Country By Country 32 Ipsos|The 2025 Ramadan Handbook|MENA Edition32Are more likely to remember brands that advertise during Ramadan 46%45%Have previously purchased a product based on an ad they saw during Ramadan Although ads can feel overwhelming,they effectivel

38、y make brands memorable,influencing many to make purchases during Ramadan.EgyptJordanKuwaitLebanonSaudi ArabiaUAE61%39%38%36%53%51%EgyptJordanKuwaitLebanonSaudi ArabiaUAE56%43%33%31%55%54%By Country By Country 33 Ipsos|The 2025 Ramadan Handbook|MENA Edition33 Ipsos|The 2025 Ramadan Handbook|MENA Edi

39、tionMost Prominent Most Prominent Ramadan BrandsRamadan Brands34 Ipsos|The 2025 Ramadan Handbook|MENA Edition34Brands most associated with Ramadan in MENATop 10 brands sorted by alphabetical order per country EgyptChipsyCoca-ColaElabdetisalat(e&)EtoileFreshJuhaynaorangePepsiVodafoneJordanAl JamalAlm

40、araiJORDINAKASIHKnorrMaggiNABiLSunbulahTANGVIMTOKuwaitalalaliAlmaraiInternational MillkdcowKDDKUWAIT FLOUR MILLSMaggiSunbulahTANGVIMTOLebanonCrownHALLABKASSATLYCHTAURAMaggiPepsiPleinSoleilPuckSADAKASWEETSTAJYamamaSaudi Arabia AlmaraiAlSafiDanonenadecPandaSHEINSunbulahSUNQUICKSwitzTANGVIMTOUAEal ainA

41、lmaraiCarrefourLuLuHypermarketNestlnoonSadiaTANGVIMTOZARA35 Ipsos|The 2025 Ramadan Handbook|MENA Edition35The Ramadan The Ramadan Personas Personas Ipsos|The 2025 Ramadan Handbook|MENA Edition36 Ipsos|The 2025 Ramadan Handbook|MENA Edition36The diverse Ramadan personas-each with unique attitudes and

42、 behaviours during the holy monthThe Content Explorer27%The Social Connector 19%The Passionate Shopper 25%The Festive Spirit16%14%The Self Nurturer 37 Ipsos|The 2025 Ramadan Handbook|MENA Edition37Who is the Content Explorer?(27%)A digital enthusiast who engages deeply with Ramadan-related programs

43、and content on social mediaView Ramadan as a season for exploring and watching series and catching up on Ramadan-themed programs 66%View Ramadan as a time for digital connection and engaging with Ramadan-related social media content69%EgyptJordanKuwaitLebanonSaudi ArabiaUAE35%22%31%26%26%23%By Count

44、ry 38 Ipsos|The 2025 Ramadan Handbook|MENA Edition38Who is the Passionate Shopper?(25%)A shopping lover who indulges in the busy markets and attractive deals during RamadanTake Ramadan as a time to indulge in shopping,whether for Eid gifts or personal treats75%Perceive Ramadan as a season of shoppin

45、g,with attractive deals and bustling markets81%EgyptJordanKuwaitLebanonSaudi ArabiaUAEBy Country 26%25%18%20%29%30%39 Ipsos|The 2025 Ramadan Handbook|MENA Edition39Who is the Social Connector?(19%)A social butterfly cherishing shared experiences and connections during Ramadan with family,friends and

46、 the community Believe Ramadan is a time of togetherness and shared experiences with loved ones 82%Believe Ramadan a time to connect with many friends and social groups 84%EgyptJordanKuwaitLebanonSaudi ArabiaUAEBy Country 15%22%18%17%20%20%40 Ipsos|The 2025 Ramadan Handbook|MENA Edition40Who is the

47、Festive Spirit?(16%)A person who creates a festive atmosphere around them and enjoys the traditions of RamadanBelieve that Ramadan embodies the spirit of festivity,with its community Iftar/Suhoor meals and shared joy 78%Believe that decorating and creating a festive atmosphere at home is an essentia

48、l part of Ramadan customs 86%EgyptJordanKuwaitLebanonSaudi ArabiaUAEBy Country 11%16%16%21%12%17%41 Ipsos|The 2025 Ramadan Handbook|MENA Edition41Who is the Self Nurturer?(14%)A person who sees Ramadan as a time not only for spiritual growth but also physical well-being and health consciousnessConsi

49、der Ramadan an opportunity to reset their body96%Consider Ramadan as a period of physical discipline and health consciousness 97%EgyptJordanKuwaitLebanonSaudi ArabiaUAEBy Country 12%14%16%17%13%11%42 Ipsos|The 2025 Ramadan Handbook|MENA Edition42Eid PlansEid Plans Ipsos|The 2025 Ramadan Handbook|MEN

50、A Edition43 Ipsos|The 2025 Ramadan Handbook|MENA Edition43Plan on traveling internationally 17%Ipsos|The 2025 Ramadan Handbook|MENA EditionPlan on having a staycation 23%2 in 5 intend to travel during Eid,with an inclination towards domestic destinations.40%Plan on traveling during the Eid holiday 4

51、4 Ipsos|The 2025 Ramadan Handbook|MENA Edition44 Ipsos|The 2025 Ramadan Handbook|MENA EditionTravel plans during the Eid holiday-by country 23%17%40%Plan on traveling during the Eid holiday Plan on having a staycation Plan on traveling internationally Egypt 34%24%10%Jordan25%17%8%Kuwait44%8%36%Leban

52、on26%21%5%Saudi Arabia47%30%17%UAE66%39%27%45 Ipsos|The 2025 Ramadan Handbook|MENA Edition45Sample and methodology 45Sample size 3,000 respondentsSample criteria General public:representative of the Muslim populationMethodology The survey was conducted via Ipsos online paneland computer aided telephone interviews(CATI)Geographical coverage Conducted in MENA with a nationwide coverage across:Egypt,Jordan,Kuwait,Lebanon,Saudi Arabia and UAE FOR MORE FOR MORE INFORMATION INFORMATION Mohammed MinawiChief Commercial OfficerIpsos in MENAFarah RihaniSenior Accounts Manager Ipsos in MENA