益普索：2024年斋月营销手册（英文版）（45页）.pdf

1、Spotlight*MENASpotlight*MENAThe 2024 The 2024 Ramadan HandbookRamadan HandbookMarch 2024Report OverviewReport Overview2-Ipsos|The 2024 Ramadan HandbookWhat Do People Love Most About Ramadan?What Do People Love Most About Ramadan?03Lifestyle Changes In Ramadan Lifestyle Changes In Ramadan 05Eating Ha

2、bits In RamadanEating Habits In Ramadan13Shopping Habits In Ramadan Shopping Habits In Ramadan 21Brand Interaction And Advertising Brand Interaction And Advertising 27The Ramadan Personas The Ramadan Personas 34Eid Plans Eid Plans 41What Do People Love What Do People Love Most About Ramadan?Most Abo

3、ut Ramadan?The most beloved aspects about the holy month of The most beloved aspects about the holy month of Ramadan are the spirituality and fasting Ramadan are the spirituality and fasting 4-15%Fasting 15%Family and social gatherings 11%Iftar meal10%Tarawih prayers7%Ramadans atmosphere 5%Reciting

4、the Quran 2%Charity and good deeds30%Spirituality Ipsos|The 2024 Ramadan HandbookLifestyle Changes Lifestyle Changes In Ramadan In Ramadan 6-Believe Ramadan is about engaging in acts of charity84%Take Ramadan as a time of deep spiritual reflection and increased religious devotion86%Focus more on spi

5、rituality during Ramadan 82%Ipsos|The 2024 Ramadan HandbookPeople view Ramadan as a time to focus on People view Ramadan as a time to focus on spiritual matters and acts of charity spiritual matters and acts of charity Increase Stay the same DecreaseSleep,activity and productivity vary between indiv

6、iduals in Sleep,activity and productivity vary between individuals in MENA during Ramadan MENA during Ramadan 7-19%30%51%38%30%32%36%36%28%Sleep during RamadanActivity levels during RamadanProductivity levels at work during Ramadan Ipsos|The 2024 Ramadan Handbook8-Sleep,activity and productivity Sle

7、ep,activity and productivity Sleep during Ramadan Activity levels during RamadanProductivity levels at work during Ramadan%Increase%Decrease%Increase%Decrease%Increase%Decrease19%19%51%51%38%38%32%32%36%36%28%28%Jordan19%45%26%35%33%24%Egypt22%53%44%33%41%34%KSA21%51%46%25%42%23%Kuwait15%42%34%27%19

8、%32%Morocco11%61%39%31%43%24%UAE23%55%38%42%35%32%By country Ipsos|The 2024 Ramadan Handbook9-Spend more time with family than with friends during Ramadan 90%Feel that Ramadan evokes a sense of nostalgia,taking them back to cherished family times76%Ramadan often evokes nostalgic feelings Ramadan oft

9、en evokes nostalgic feelings about loved ones,therefore,people prioritize about loved ones,therefore,people prioritize family during the holy month family during the holy month Ipsos|The 2024 Ramadan Handbook10-Believe the spirit of Ramadan doesnt feel as strong as it did in the past57%Feel that now

10、adays,fewer people gather around the iftar table as compared to the past 53%Many feel that family gatherings have changed and 1 in 2 sense that the Ramadan spirit isnt as strong as it was in the past Ipsos|The 2024 Ramadan Handbook11-29%26%45%Go out more No change Go out less Ipsos|The 2024 Ramadan

11、HandbookBy CountryJordan22%47%26%26%27%27%37%16%24%33%29%16%41%37%50%41%44%57%EgyptKSAKuwaitMoroccoUAEAs a result,going-out habits are impacted,with around 1 in 2 individuals opting to stay in more12-Decorate their house during Ramadan 67%Believe that decorating and creating a festive atmosphere at

12、home is an essential part of Ramadan customs 60%As people spend more time indoors,many As people spend more time indoors,many decorate their homes and pay attention to decorate their homes and pay attention to festivities festivities Ipsos|The 2024 Ramadan HandbookEating Habits Eating Habits In Rama

13、dan In Ramadan 14-Ipsos|The 2024 Ramadan HandbookConsider Ramadan an opportunity to reset their body75%Consider Ramadan as period of physical discipline and health consciousness 75%People consider Ramadan as a period to be People consider Ramadan as a period to be healthy and reset their bodieshealt

14、hy and reset their bodies15-The majority tend to favor homeThe majority tend to favor home-cooked cooked meals meals over eatingover eating out during Ramadanout during Ramadan84%16%Tend to eat more home-cooked mealsTend to eat out more Ipsos|The 2024 Ramadan HandbookBy CountryJordan94%77%80%93%89%7

15、3%6%23%20%7%11%27%EgyptKSAKuwaitMoroccoUAE16-38%62%Usually eat one main dish during Iftar Usually eat a variety of main dishes during Iftar People usually break their fast with dates,followed by People usually break their fast with dates,followed by appetizers,and a variety of main dishesappetizers,

16、and a variety of main dishesAlways break their fast with dates 86%Have appetizers everyday at Iftar 74%Ipsos|The 2024 Ramadan Handbook17-Ipsos|The 2024 Ramadan HandbookHave Suhoor on most nights 84%Usually have snacks after Iftar 84%The majority observe Suhoor and have snacks The majority observe Su

17、hoor and have snacks after Iftar after Iftar 18-Ipsos|The 2024 Ramadan HandbookHave healthy snacks after Iftar 69%Have unhealthy snacks after Iftar 46%7 in 10 people eat healthy snacks after Iftar 7 in 10 people eat healthy snacks after Iftar and half indulge in unhealthy snacks and half indulge in

18、unhealthy snacks 19-Snacking Snacking behaviourbehaviour during Ramadan during Ramadan Usually have snacks after Iftar Have healthy snacks after Iftar Have unhealthy snacks after Iftar 84%84%69%69%46%46%Jordan76%62%40%Egypt89%60%48%KSA87%76%53%Kuwait82%63%50%Morocco82%75%38%UAE89%78%45%By country Ip

19、sos|The 2024 Ramadan Handbook20-Weight management during Ramadan varies Weight management during Ramadan varies between countries between countries 23%42%35%Gain weightNo change Lose weight Ipsos|The 2024 Ramadan HandbookBy CountryJordan15%37%22%22%20%21%50%31%49%45%42%34%36%32%29%33%37%45%EgyptKSAK

20、uwaitMoroccoUAEShopping Habits Shopping Habits In Ramadan In Ramadan Shoppers in Ramadan tend to be more meticulous;mainly Shoppers in Ramadan tend to be more meticulous;mainly planning their purchases,shopping inplanning their purchases,shopping in-store,deal hunting store,deal hunting and sticking

21、 to familiar brandsand sticking to familiar brands22-69%65%62%59%52%49%31%35%39%41%48%51%Ipsos|The 2024 Ramadan HandbookMore likely to shop in-storeMore likely to shop onlinePlan their shopping tripsMake purchases impulsivelySeek deals Buy regardless of deals Buy from brands they are used to Like to

22、 explore and purchase from new brands Buy the product categories they are used to Like to explore and purchase new product categories Shop in bulk Shop for small quantities/as needed23-Types of shoppers during Ramadan Types of shoppers during Ramadan More likely to shop in-storeMore likely to shop o

23、nlinePlan their shopping tripsMake purchases impulsively Seek deals Buy regardless of deals Buy from brands they are used to Explore new brands Buy product categories they are used to Explore new product categoriesShop in bulk Shop for small quantities69%69%31%31%65%65%35%35%62%62%39%39%59%59%41%41%

24、52%52%48%48%49%49%51%51%Jordan80%20%69%31%61%39%66%34%60%40%34%66%Egypt76%24%64%36%64%36%63%37%59%41%58%42%KSA57%43%69%31%69%31%62%38%50%50%59%41%Kuwait73%27%46%54%52%48%58%42%51%49%38%62%Morocco75%25%66%34%52%48%55%45%46%54%44%56%UAE53%47%75%25%71%29%48%52%48%52%61%39%By country Ipsos|The 2024 Rama

25、dan Handbook24-Look forward to Ramadans special offers and promotions each year 50%Delay big-ticket purchases until Ramadan to benefit from its special offers40%1 in 2 often await Ramadans offers and 1 in 2 often await Ramadans offers and 2 in 52 in 5 even postpone their big purchases to benefit eve

26、n postpone their big purchases to benefit from the discounts from the discounts Ipsos|The 2024 Ramadan Handbook25-Snacking Snacking behaviourbehaviour during Ramadan during Ramadan Look forward to Ramadans special offers and promotions each year Delay big-ticket purchases until Ramadan to benefit fr

27、om its special offers50%50%40%40%Jordan30%30%Egypt71%52%KSA61%46%Kuwait47%35%Morocco31%29%UAE61%48%By country Ipsos|The 2024 Ramadan Handbook26-6 in 10 spend more money during the holy6 in 10 spend more money during the holy month month 59%26%15%Spend more money No change in spending habitsSpend les

28、s money Ipsos|The 2024 Ramadan HandbookBy CountryJordan54%67%62%51%62%60%34%15%24%37%26%20%12%17%14%12%12%20%EgyptKSAKuwaitMoroccoUAEBrand Interaction Brand Interaction And AdvertisingAnd Advertising28-47%53%Use offline sources to obtain information about brandsUse online sources to obtain informati

29、on about brands Ipsos|The 2024 Ramadan HandbookBy CountryJordan43%74%39%32%52%42%57%26%61%68%48%58%EgyptKSAKuwaitMoroccoUAEReliance on sources to get brand information Reliance on sources to get brand information is almost split in half between online and is almost split in half between online and o

30、ffline sources offline sources 29-28%Social media platforms17%TV12%Word of mouth Ipsos|The 2024 Ramadan Handbook12%Directly at the physical store/outlet10%Online advertisements5%Company/brand websites4%Billboards and outdoor advertisements3%Online reviews and ratings3%E-commerce platforms2%Influence

31、rs1%Blogs/Forums/Online communities1%Newspapers1%Email newsletters subscriptions1%RadioSocial media platforms take the lead when it comes to sources used to obtain information about brands during Ramadan 30-Main sources used to obtain information about brandsMain sources used to obtain information a

32、bout brandsSocial media platformsTVWord of mouthDirectly at the physical store/outletOnline advertisementsCompany/brand websites28%28%17%17%12%12%12%12%10%10%5%5%Jordan32%8%13%15%10%5%Egypt13%49%14%8%5%3%KSA32%10%10%15%8%8%Kuwait50%9%12%5%13%1%Morocco17%18%9%17%16%4%UAE24%10%12%12%9%6%Top sources By

33、 country Ipsos|The 2024 Ramadan Handbook31-Believe there are too many ads during Ramadan 76%Feel that Ramadan has become more commercialized over the years 62%People feel an ad overload in Ramadan People feel an ad overload in Ramadan leading to the perception that it has become leading to the perce

34、ption that it has become more more commercialized commercialized over the years over the years Ipsos|The 2024 Ramadan Handbook32-Have previously purchased a product based on an ad they saw during Ramadan 49%Are more likely to remember brands that advertise during Ramadan 46%HalfHalf admit to being i

35、nfluenced by Ramadan ads admit to being influenced by Ramadan ads to make purchases,and a similar number to make purchases,and a similar number mention the memorability of advertising brandsmention the memorability of advertising brands Ipsos|The 2024 Ramadan Handbook33-Believe there are too many ad

36、s during Ramadan Feel that Ramadan has become more commercialized over the years Have previously purchased a product based on an ad they saw during Ramadan Are more likely to remember brands that advertise during Ramadan 76%76%62%62%49%49%46%46%Jordan74%62%37%28%Egypt82%68%64%67%KSA79%55%55%50%Kuwai

37、t84%72%47%46%Morocco68%55%39%29%UAE67%59%54%53%Attitudes towards ads and commercialization during Attitudes towards ads and commercialization during Ramadan Ramadan By country Ipsos|The 2024 Ramadan HandbookThe The RamadanRamadanPersonasPersonas 35-The diverse Ramadan personas The diverse Ramadan pe

38、rsonas-each with unique attitudes each with unique attitudes and and behavioursbehaviours during the holy monthduring the holy month Ipsos|The 2024 Ramadan Handbook24%The Passionate Shopper 19%The Social Connector 18%The Festive Spirit15%The Self Nurturer 26%The Content ExplorerWho is the Content Ex

39、plorer?(Who is the Content Explorer?(2626%)%)36-Ipsos|The 2024 Ramadan HandbookA digital enthusiast who engages deeply with Ramadan-related programs and content on social mediaBy CountryJordanEgyptKSAKuwaitMoroccoUAE19%22%31%28%24%32%View Ramadan as a season for exploring and watching series and cat

40、ching up on Ramadan-themed programsView Ramadan as a time for digital connection and engaging with Ramadan-related social media content73%73%63%63%Jordan54%29%Egypt94%58%KSA74%76%Kuwait81%76%Morocco54%64%UAE83%76%Who is the Passionate Shopper?(24%)Who is the Passionate Shopper?(24%)37-Ipsos|The 2024

41、 Ramadan HandbookA shopping lover who indulges in the busy markets and attractive deals during RamadanBy CountryJordanEgyptKSAKuwaitMoroccoUAE28%26%24%22%24%18%Perceive Ramadan as a season of shopping,with attractive deals and bustling marketsTake Ramadan as a time to indulge in shopping,whether for

42、 Eid gifts or personal treats69%69%65%65%Jordan73%52%Egypt89%88%KSA79%74%Kuwait83%41%Morocco44%53%UAE46%81%Who is the Social Connector?(19%)Who is the Social Connector?(19%)38-Ipsos|The 2024 Ramadan HandbookA social butterfly cherishing shared experiences and connections during Ramadan with family,f

43、riends and the community By CountryJordanEgyptKSAKuwaitMoroccoUAE20%16%17%20%19%19%Believe Ramadan a time to connect with many friends and social groupsBelieve Ramadan is a time of togetherness and shared experiences with loved ones 84%84%83%83%Jordan77%86%Egypt96%90%KSA81%84%Kuwait94%96%Morocco72%6

44、6%UAE82%76%Who is the Festive Spirit?(18%)Who is the Festive Spirit?(18%)39-Ipsos|The 2024 Ramadan HandbookA person who creates a festive atmosphere around them and enjoys the traditions of RamadanBy CountryJordanEgyptKSAKuwaitMoroccoUAE18%17%15%18%19%19%Believe that decorating and creating a festiv

45、e atmosphere at home is an essential part of Ramadan customs Believe that Ramadan embodies the spirit of festivity,with its community Iftar/Suhoor meals and shared joy86%86%81%81%Jordan87%78%Egypt99%100%KSA81%81%Kuwait89%77%Morocco75%69%UAE87%80%Who is the Self Nurturer?(15%)Who is the Self Nurturer

46、?(15%)40-Ipsos|The 2024 Ramadan HandbookA person who sees Ramadan as a time not only for spiritual growth but also physical well-being and health consciousnessBy CountryJordanEgyptKSAKuwaitMoroccoUAE15%20%13%13%14%12%Consider Ramadan as a period of physical discipline and health consciousness Consid

47、er Ramadan an opportunity to reset their body95%95%95%95%Jordan91%95%Egypt97%93%KSA96%95%Kuwait100%98%Morocco91%91%UAE93%99%Eid PlansEid Plans42-2 2 in in 5 5 have plans to travel during Eid,mainly domestically have plans to travel during Eid,mainly domestically Plan on traveling during the Eid holi

48、day 38%Plan on having a staycation 25%Plan on traveling internationally 13%Ipsos|The 2024 Ramadan Handbook43-Travel plans during the Eid holidayTravel plans during the Eid holidayPlan on traveling during the Eid holiday Plan on having a staycation Plan on traveling internationally 38%38%25%25%13%13%

49、Jordan15%11%4%Egypt25%21%4%KSA51%37%14%Kuwait32%12%20%Morocco39%29%11%UAE63%40%23%By country Ipsos|The 2024 Ramadan Handbook44-Methodological notes Methodological notes 2910 Online/Telephone Interviews6 Countries In MENA:Jordan,Egypt,KSA,Kuwait,Morocco&UAENationally RepresentativeMales&Females18 Years&AboveNationwide Coverage Ipsos|The 2024 Ramadan HandbookFor More Information:For More Information:Farah RihaniAccounts ManagerIpsos in MENAMohammed MinawiChief Commercial OfficerIpsos in MENA