As the Holy Month of Ramadan comes to a conclusion in 2025, businesses across the Middle East and North Africa (MENA) region have been reflecting on the unique consumer behaviours and marketing trends that emerged during this period.
Ramadan, a time of fasting, reflection and community, significantly influences daily routines and consumption patterns, presenting both challenges and opportunities for marketers.
The economic significance of Ramadan in the MENA region
Ramadan is not only a time of spiritual observance but also a peak season for consumer spending. In 2022, online spending in the MENA region reached $6.2 billion during Ramadan, with a 9 per cent increase observed in 2023 and a further increase in 2024. This upward trend underscores the importance of e-commerce during the holy month.
A study across 14 Muslim-majority countries in 2024 indicated a 40.6 per cent increase in purchases during Ramadan and a 76.3 per cent surge during Eid. This heightened demand presents businesses with a lucrative opportunity to cater to the Muslim market.
E-commerce: meeting the surge in demand
Ramadan often culminates in increased spending, particularly in sectors like fashion, electronics and home goods. Brands that anticipate this surge by ensuring robust e-commerce infrastructures, timely promotions, and efficient delivery systems are better positioned to capitalize on the heightened demand.
The average order value reached $102 this year, the highest in the Middle East and North Africa (MENA) region, surpassing Kuwait ($99) and Qatar ($79), according to Biz Daddy. This surge was driven by traditional Ramadan practices and a growing preference for online shopping.
Evolving media consumption habits
During Ramadan, there is a notable shift in media consumption. Traditional television remains a staple, but digital platforms have seen a surge in engagement.
In 2024, popular videos amassed millions of views on YouTube, with creators playing a pivotal role in bringing them to life. This trend continued in 2025, with audiences seeking diverse content that resonates with their experiences during the holy month.
The rise of short-form content during Ramadan
With altered schedules and reduced leisure time, there has been a growing preference for short-form content.
Viewers gravitate towards videos and shows under 20 minutes, allowing them to consume content without disrupting their commitments.
This shift necessitates brands to craft concise, impactful messages that capture attention swiftly.
Mobile applications: a gateway to services
Mobile applications have become integral during Ramadan, facilitating various activities from financial transactions to food delivery.
In 2024, finance apps saw a significant uptick in usage, with users managing budgets, making donations, and sending money to loved ones.
This trend underscores the importance for brands to optimize their services for mobile platforms, ensuring seamless user experiences.
Social media: the virtual majlis
Social media platforms transform into virtual gathering spaces during Ramadan.
In 2024, Snapchat reached 850 million monthly active users worldwide, marking a 6.25 per cent increase from 800 million in 2023, with more than 75 million unique users in the MENA region.
This surge offers brands a fertile ground to engage with audiences through culturally relevant content, live interactions, and community-driven campaigns.
Strategic timing: Ramadan iftar and suhoor windows
Understanding the daily rhythms of Ramadan is crucial for effective engagement.
The periods surrounding Iftar (breaking of the fast) and Suhoor (pre-dawn meal) witness heightened online activity.
Brands that align their messaging during these windows can achieve greater visibility and resonance.
Authenticity and cultural sensitivity
Ramadan is deeply rooted in spirituality and tradition. Brands that demonstrate genuine respect for these values by incorporating themes of family, charity, and community in their campaigns foster trust and loyalty.
Superficial or opportunistic approaches, however, are quickly recognized and can lead to consumer alienation.
Best performing brand campaigns during Ramadan
During Ramadan 2024, several brands in the Middle East and North Africa (MENA) region launched impactful marketing campaigns that resonated deeply with consumers, earning widespread positive sentiment. Here are some notable examples:
Aramex: humanising logistics
UAE-based logistics firm Aramex crafted a campaign focusing on undelivered parcels destined for Gaza, drawing attention to the human side of logistics in conflict zones. This approach underscored the importance of humanitarian efforts during Ramadan.
IKEA: fostering togetherness through a child’s eyes
IKEA’s ‘Togetherness Assembled’ campaign portrayed Ramadan through the eyes of a child eager to be included in family traditions. This perspective emphasized the significance of family bonds and inclusivity during the festive period.
Emirates Red Crescent and Pizza2Go: addressing food waste
Food wastage is a significant concern during Ramadan, with approximately 25% of food going to waste during Iftars in the Middle East. To combat this, Emirates Red Crescent collaborated with Pizza2Go to launch a campaign focusing on reducing food waste. This initiative not only raised awareness but also encouraged consumers to be mindful of their consumption habits during the holy month.
Tata Motors: emphasising the spirit of giving
Tata Motors embraced the essence of Ramadan by highlighting the importance of giving back to the community. Their campaign showcased narratives that resonated with the values of charity and compassion, central to the Ramadan experience.
These campaigns exemplify how brands in the MENA region effectively engaged with the community during Ramadan 2025 by aligning their messaging with the core values of the holy month, leading to positive consumer sentiment and strengthened brand loyalty.
Looking ahead: preparing for Ramadan 2026
- As we look towards Ramadan 2026, brands should consider the following strategies:
- Early planning: Initiate campaign planning well in advance to allow for thoughtful execution and alignment with the values of Ramadan.
- Community engagement: Participate in community initiatives or charitable activities, reflecting the spirit of giving inherent to the month.
- Innovative content: Explore emerging formats such as interactive content or virtual reality experiences to engage tech-savvy consumers.
- Feedback loops: Establish mechanisms to gather consumer feedback during Ramadan to refine and improve future campaigns.
In conclusion, Ramadan 2025 reinforced the importance of culturally attuned, consumer-centric marketing strategies in the MENA region.
Brands that embraced authenticity, leveraged digital platforms, and remained agile in their approaches not only resonated with their audiences but also set the stage for sustained engagement in the years to come.
By Bhavesh Talreja, Founder and CEO, Globale Media
