Join us to celebrate Eid, and understand how 1.8 billion Muslim consumers have adapted for the occasion and the preceding month of Ramadan in an era of isolation. Focusing on Ogilvy's six baseline Ramadan and Eid trends, we’ll give insights and examples of what changed this year and what important commercial, consumer and D&I strategies brands can learn and apply across their business.

5. Ramadan and Eid ul Fitr

6. Agenda

8. “NEARLY TWO
THIRDS OF
MUSLIMS FEEL
THAT BRANDS
ARE NOT
SERVING THEIR
NEEDS WELL”
62% of Muslim consumers said
that they are not being served
well.
But 78% saying that they would
be interested in those that did
stock for Ramadan and Eid

9. KEY FACTS
The Ramadan
season extends
up to and even
beyond eight
weeks of
engagement and
transformation
There is a huge
Ramadan
economy that
spans spend and
charitable giving
Six significant
trends underpin
the Ramadan
and Eid
experience
RAMADAN AND EID
78% of Muslims
say they would
like brands to
engage with
them during
Ramadan and
Eid

10. An extended
Ramadan season
Spirituality
Food stocking
Eating plans
Finance
Thinking about faith
Food, family and friends
Fun and feasting
Doing life better
Charity
Togetherness
Gifting
Eid experiences
GETTING READY
FOR BIG CHANGES
FULL LIFE
TRANSFORMATIONS
360 DEGREE
CELEBRATIONS
RAMADAN SEASON

11. EID-UL-FITR
EID
PRAYERS
GET
TOGETHERS
GIFTING GOING OUT
TO EAT
FAMILY
ACTIVITIES

13. https://www.dailymail.co.uk/news/article-8255347/Mecca-deserted-Ramadan-Muslims-forced-celebrate-isolation-coronavirus.html

16. https://www.thenational.ae/lifestyle/home/homemade-tents-and-iftars-on-zoom-how-people-around-the-world-are-marking-ramadanathome-1.1011008

21. OGILVY’S SIX KEY
RAMADAN AND EID TRENDS
COMMUNITYCELEBRATION
CHARITY
SPIRITUALITY
HEALTH &
WELLNESS
FOOD &
DRINK
KEY
TRENDS

22. SPIRITUALITY
90%
of Muslims prepare
spiritually for
Ramadan
65% of men visit the
mosque more
SIX KEY TRENDS

23. Technology was deployed extensively to support and enhance
people’s spirituality, and rituals were adapted – and this is
likely to have long lasting consequences
An imam and his assistants perform the Tarawih prayer at the National Mosque in
Kuala Lumpur on April 24. The prayer was broadcasted live

24. Rituals were adapted with religious guidance, in order to stay
safe and preserve life

25. HEALTH & WELLNESS
67%
worry about hydration,
eating well (59%) and
keeping healthy (56%)
45%
of people use Ramadan
as a chance to give up
bad habits

26. https://twitter.com/muslimyouthhelp/status/1262817872457465865

27. FOOD AND DRINK
SIX KEY TRENDS
71%
of Muslims order takeaway
during the month, with 1/3
more than 3 times
87%
of women prepare meals in 87%
of households so it’s no surprise
that 56% of women worry
about being ready for iftar
48%
want variety and excitement
in their iftar food
84%
eat multiple cuisines for iftar
during Ramadan, and this is as
high as 96% for desserts

29. https://realfood.tesco.com/food-love-stories.html
Young men try to cook for Ramadan and replicate Aunty’s Sumac Chicken

31. CELEBRATION
88%
of people spend the day
with family and friends for
Eid celebrations
50%
of parents with children
gift clothes and shoes, and
48% gift toys
1 in 5
eat out for eid and 1 in 5
go out for an activity
SIX KEY TRENDS

33. Toronto, Canada Oslo, Norway Texas, USA

34. https://www.youtube.com/watch?v=ye0NJKjtPqU
Note: subtitles in English are not professional subtitles

35. CHARITY
59%
are giving more to
charity, especially 25-44
yr old women
36%
are doing more charity
and community work
during Ramadan with
this rising to 42% among
18-24 year old men
SIX KEY TRENDS

37. 1. Order extra food (‘eBukber’) for your loved ones using GoFood’s “change location”
function. Or donate to those in need
2. Make sure you don’t not miss a meal during Ramadan using GoFood, GoShop and
GoMart services (‘eBukber’).
3. Complete your Ramadan by giving alms (‘eSedekah’) using the GoGive donation platform.
4. Expressing gratitude (‘eRezeki’) to family and friends made easy through GoPay transfers
5. Send gifts to your out-of-town relatives using GoSend (‘eParsel’).
You can also donate care packages directly to the orphanages or others in need.

38. COMMUNITY
SIX KEY TRENDS
83%
eat an iftar meal at a relative
or friends home during the
month
42%
attend more than 3
gatherings during Ramadan
57%
eat at a restaurant during
Ramadan. Nearly a 1/3rd eat
out more than 3 times
48%
visit the mosque more during
the month, with this especially
high among 18 – 35 year old
men (68%)

39. https://religionnews.com/2020/04/23/during-ramadan-in-quarantine-muslims-get-creative-to-preserve-community/
https://www.remoteiftar.com/

40. https://www.reddit.com/r/islam/comments/g21a6n/last_day_to_sign_up_for_eid_gift_exchange/
Laura Comstock

41. https://www.openiftar.co.uk/our-story

46. WHAT DID PEOPLE DO, COMPARED
TO WHAT BRANDS DID?
COMMUNITYCELEBRATION
CHARITY
SPIRITUALITY
HEALTH &
WELLNESS
FOOD &
DRINK
KEY
TRENDS

47. WHERE WAS THE INTERSECTION
AND WHERE SHOULD IT HAVE
BEEN?
COMMUNITYCELEBRATION
CHARITY
SPIRITUALITY
HEALTH &
WELLNESS
FOOD &
DRINK
KEY
TRENDS

48. Community is central to Muslim observance and must be supported and celebrated
Community is not just about physical togetherness, it is about individuals supporting
each other in their goals
Physical togetherness is important for Muslims, but their religious parameters are
flexible and quick to adapt
Technology and religious observance go well together in community building

49. Spiritual observance is tied closely to community
Charitable initiatives have demonstrated the commitment to community
Look to and support grassroots community initiatives – they’ve shown real
leadership during the pandemic
Community doesn’t just mean Muslims, it means everyone
The wider community needs and wants to be part of Muslim festivals and
celebrations