"For brands, a multi-channel approach is key, and there should be a focus on capturing impulse digital purchases while enhancing in-store experiences to maintain relevance across generations," writes Roy Nasrallah, VP of Marketing, GMG.Ramadan has always influenced the way people shop, but in recent years retail has seen a fundamental shift in purchasing behaviour.
While traditional staples and cooking essentials remain high in demand, there is a deeper transformation underway – one that reflects broader changes in lifestyle, economic factors, and consumer priorities.
These trends are not just influencing what goes into shopping carts today; they are setting the stage for the future of retail in the region.
Digital, social, generational and more
With consumers balancing work, fasting and spiritual commitments, digital retail channels are now an essential part of Ramadan.
70 per cent of shoppers in the GCC region buy online during the holy month, and social commerce is also thriving – 61 per cent of Saudi and UAE consumers are likely or very likely to shop for Ramadan on platforms such as Instagram or TikTok.
Digital-native Gen Z and millennials expect seamless transactions, hyper-personalised experiences, and social validation before making a purchase. Meanwhile, Gen X and Baby Boomers still appreciate in-store shopping, valuing the tactile and communal elements of the Ramadan shopping experience.
Experiential retail is on the rise, with pop-ups gaining traction. Personalised shopping experiences are set to be key for all age groups, with retailers expected to offer bespoke shopping journeys tailored to individual consumer needs, whatever the generation.
For brands, a multi-channel approach is key, and there should be a focus on capturing impulse digital purchases while enhancing in-store experiences to maintain relevance across generations. An industry buzzword for 2025 will be ‘phygital’; a hybrid approach to retail to respond to the consumer expectation of a seamless experience across multiple channels, stepping away from the siloed shopping of a previous era.
Leveraging social media partnerships and creating engaging, authentic content tailored for Ramadan are also key to remaining relevant.
From traditional to precision nutrition
Ramadan fasting has always required careful meal planning, but the approach is becoming more scientific. Consumers are now focusing on ‘precision nutrition’, selecting foods that optimise energy levels, digestion, and hydration during fasting hours. A YouGov study suggests that 69 per cent of UAE residents actively seek healthier food choices during Ramadan, but what’s new is the increasing demand for foods with specific functional benefits.
Protein-rich foods, slow-release carbohydrates, and hydration-supporting ingredients are seeing a surge in demand. Electrolyte-infused drinks, plant-based proteins, and fibre-rich foods are replacing heavier, traditional meal components. Retailers are responding by curating wellness sections featuring foods designed to support sustained energy and gut health.
And it’s not just about food. A study by Mastercard also indicated a 24 per cent increase in spending on health and wellness products, including fitness-related purchases such as sports gear and home workout equipment.
This suggests a holistic approach to well-being during Ramadan, encompassing both nutrition and physical activity.
Mindful retail and conscious consumerism during Ramadan
Continuing along the mindfulness thread, both environmental, social and governance (ESG) principles and a focus on charity and giving are likely to be amplified during Ramadan, as awareness of social responsibility increases.
Conscious consumerism habits will stand out, with consumers supporting brands with strong environmental credentials.
Brands aligning themselves with charitable values can also create meaningful connections with their audiences, often resulting in higher engagement and levels of customer loyalty.
Aligning with its operational activities and ESG priorities, GMG’s Ramadan plans for 2025 include ‘Gift It Forward’ with Dubai Holding, and the UN Food Programme’s ‘ShareTheMeal’ initiative.
It stands to reason that consumers in the GCC will actively choose to engage with businesses that contribute to social causes during the holy month, whether through donations, community initiatives or cause-driven campaigns, and brands prioritising authenticity – ensuring that giving back lies at the core of their messaging – will resonate deeply with the GCC’s retail landscape.
The future of retail in Ramadan and beyond
These trends are indicative of broader, lasting changes in consumer behaviour. Ramadan is a time to connect with consumers on a deeper level.
With shopping habits evolving rapidly, brands that listen to their customers and respond to shifts with agility will not only drive sales but also build lasting relationships that go beyond seasonal surges.
By embracing digital and experiential engagement, catering to today’s health-conscious consumer, adopting sustainable practices and fostering a spirit of generosity and giving back, brands can position themselves as trusted partners throughout the holy month and beyond.
By Roy Nasrallah, VP of Marketing, GMG.
