2016 Ramadan Consumer Behaviour

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  • Price offs and discounts to attract 78% of consumers in the UAE, Egypt and Saudi Arabia to spend more on food and drink this Ramadan
  • 72% claim they won’t be travelling anywhere during the Holy month

14da898b-5aff-4069-911a-b5688db4e1fcFresh research from YouGov in the lead up to Ramadan 2016 shows that over half (53%) of consumers in the UAE, Saudi Arabia and Egypt will spend more money during the Holy month, of which 93% expect to increase their spend specifically on regular household items such as food, drinks and groceries.

The initial outputs from the Ramadan Consumer Behvaviour study, which will continue to run throughout Ramadan and Eid to capture the changing habits of consumers across a number of different product groups, found that the increase in expenditure will come predominantly from an increase in the consumption of food and drink. Due to the perishability of these items, consumers are likely to buy them regularly rather than in bulk and therefore price offs (43%) and discounts (35%) are the most appealing promotions for 78% of consumers in all three countries. Offers related to bulk purchases have higher appeal for personal care and household care products.

Almost two thirds (59%) of consumers in Egypt expect to spend more overall during the Holy month, followed by 56% of consumers in Saudi Arabia and 46% in the UAE. Most consumers in all three countries (68%) expect to cover the extra cost using their regular income, whilst 29% will dig into their savings.

The top products consumers intend to increase their consumption of during Ramadan are dates (73%), Laban (62%), Yogurt (61%) and powdered soft drinks, squashes and cordials (all 53% respectively).

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