What comes to mind when you think of Ramadan? Most likely lanterns, hands held up in prayer, families breaking fast together and gatherings to watch a Fawazeer Ramadan show while drinking tea deep into the night. The truth is that the core of Ramadan, with its spirituality and sense of community, remains intact - but how we celebrate has changed.
For example, gatherings now likely include friends in Ramadan tents as much as they do family at home. Traditional desserts have taken on a modern twist with treats like Nutella knafeh, while colorful Ramadan fashion has become a staple of sartorial calendars.
These new insights are based on a fresh analysis of 13 billion searches on Google, YouTube, and Google Maps and 23 billion YouTube videos. Our team took it a step further and asked 1,500 people in the UAE about Ramadan and Eid through our Google Consumer Surveys.
It has shed light on the shift that has happened because consumers have changed: they’re more empowered and digitally savvy than ever before — and this behavior stands out during Ramadan. With this in mind, planning for Ramadan 2020 is likely well under way with marketers across MENA.
Welcome to our Ramadan Series 2020!
Welcome to our Ramadan Series 2020!
Savvy consumers
Let’s begin by addressing changing consumer habits. Consumers in MENA today are super-empowered and digitally advanced. This makes them more:
- Curious: Consumers research more thoroughly for products and services before making a purchase, out of a desire for the best quality or deal. This behaviour is highlighted during Ramadan, when searches for ‘best iftar’ and ‘best recipe’ peak. During this season, apps for groceries and food are used the most-used.
