Ramadan’s impact on Gulf consumer trends, from dates to digital deals

The holy month of Ramadan is marked by fasting, family gatherings, charity and reflection. It brings noticeable changes in shopping and dining practices in the Gulf region.

Certain foods and beverages see increased demand, driven by tradition, price and convenience. Moreover some consumers, especially Gen Z, seek healthier alternatives and more sustainable options, including locally grown and organic products. 

It is no surprise that particular food and beverage products become noticeably more popular during Ramadan, due to their cultural significance. 

These include dates, water, fresh fruit juices, concentrated beverages and traditional drinks such as jallab, tamar hindi and laban. Sweet biscuits and traditional sweets, like qatayef and baklava, also perform well. 

Aside from these indulgent products, demand for meat and staple foods, like rice, also increases as families prepare for large iftars.   

Bulk purchases and ecommerce

With this increase in family gatherings, consumers often buy in bulk, seeking value for money. Interestingly, stockpiling is quite common during Ramadan, as families purchase large quantities of non-perishable goods like canned items, grains and frozen foods. 

A major perk of bulk purchasing is access to value deals. Price fluctuations during Ramadan and concerns over inflation have led consumers to be more price-conscious and value-driven.

Retailers respond by offering promotions, discounted bundles and value packs, catering to the budget-conscious consumer. Not surprisingly, discounters clock up sales growth during Ramadan.

Bulk purchases through e-commerce also tend to peak during the holy month. In the UAE, for example, online grocery shopping has surged, particularly on platforms like Carrefour, Talabat and Noon.

These services offer convenience and promotions, making it easier and more affordable for consumers to buy their groceries in bulk. 

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This ability to purchase at scale and take advantage of promotions has made online grocery shopping the preferred choice for many.

While dining out has traditionally been a core social activity during Ramadan, there has been a shift toward home-based dining and home delivery. 

Take-out services offering iftar and suhoor meals have seen significant growth as consumers opt for convenience, particularly as more women enter the workforce, leaving less time to prepare family meals. 

This trend highlights an ongoing preference for ease, cost-effectiveness and continued shared meals during the month.

Role of charity and sustainability 

Charity is top of mind during Ramadan, a factor which influences purchasing decisions. Many consumers buy extra food to donate or share with family and the less fortunate. 

Grocery stores and restaurants run campaigns offering discounted food baskets and pre-cooked meals for donation.

The rise of digital platforms has made charitable giving easier, further supporting the food sector as businesses ramp up production to meet donation demands.

Food waste is also a concern, especially among the young. According to the Euromonitor Lifestyles Survey, 25 percent of consumers in the UAE in 2024 state that they “try to have a positive impact on the environment through my everyday actions”. 

Around 45 percent of consumers in the UAE and Saudi Arabia indicate that they also try to reduce food waste.

As a result sustainability initiatives and conscientious consumption have gained traction in the region. Zero-waste iftar events, such as those at Education City in Qatar, encourage portion control and redistribute leftovers to those in need. 

Restaurants and businesses also offer smaller portions and implement better waste management practices, such as monitoring and minimising overproduction and repurposing leftovers to reduce food waste.

These efforts increase during Ramadan and are aligned with the UAE’s goal to cut food waste by 50 percent by 2030. 

Aylin Siyahhan is a consultant at Euromonitor International