With the approach of Ramadan, people across the region are gearing up for a change in the rhythm of daily life during the Holy Month. With activity during the long daytime hours slowing down, evenings and late nights come abuzz with a mix of piety and socialising.
Ramadan has long been a bonanza time for marketers, especially food and beverages companies. But our recent study has unearthed emerging trends that shatter many myths associated with Ramadan — and these could be of immense value to marketers if leveraged well.
‘Enculturation’ of Ramadan: Due to the focus on prayer and fasting, Ramadan tends to be typically associated with traditional rituals. However, due to increased interaction with friends and family, the Holy Month is becoming as much a social as a religious occasion incorporating cultural symbols from all over the Muslim world. And it is becoming a time for reconnect, rejuvenate and reinvent. Hence, the occasion is now as relevant for categories such as apparel, consumer electronics, home decor and decorative paints, as it is for food and beverages.
Globalisation of the food platter: While dishes such as kabsa, sambouseks and fatayers are still a popular part of the food platter during Ramadan, there is a growing acceptability of pastas, pizzas and desserts like jellies. With housewives being more exposed to outside influences, the food platter is getting more innovative and international.
Variety redefined: The housewife feels the need to project an image of variety in terms of the food platter, whereas at the same time there is a need to economise. This leads to use of innovative toppings, variety of shapes, sizes and textures of the same item and different types of fillings.
Foreign brands are well accepted: For a tradition-based occasion such as Ramadan, one would typically expect local brands to be strongly associated. Though local brands like Sunbulah and Almarai do have strong associations with Ramadan, international brands like Tang, Vimto, Quaker Oats and Maggi are equally well accepted. This is because they serve a specific need in Ramadan — e.g., Tang and Vimto allow the housewife to create variety, while Quaker Oats are used to prepare soups for Iftaar.
Hunger for information: With larger and more frequent social gatherings that the housewife now has to cater to, there is pressure on her to outdo her peers — this creates a sense of social pressure, leading to the search for innovative recipes. Brands that can help address her need to impress are likely to create a strong connect.
Health consciousness on the rise: There is a rising level of concern about the effect of rich food consumption coupled with low physical activity during Ramadan. Housewives are making small efforts to counter this by adding healthier options like vegetables and milk in dishes, and trying to move away from carbonated soft drinks to juices, etc.
Emergence of a progressive mindset: There is emergence of a relatively more progressive housewife, who are typically younger and from more upmarket households and who are more open to accepting outside influences in food choices. They are comfortable pushing boundaries and also more open to use of packaged and convenience foods. She is also more active in terms of searching for innovative recipes on the internet. Over time and with greater media influence, this segment is likely to grow in size.
Ramadan is a key part of not just the region’s religious calendar, but also a critical component of marketing plans for most companies. Understanding emerging trends in Ramadan would help marketers identify opportunities and stay ahead of the curve across various categories.
— The writer is CEO of AMRB, a Dubai-based research consultancy.
