PDF Report Part 4 - Consumer Behavior of Ramadan 2023 - Jakpat Ramadan Special Report 2023 39549 PDF

Part 4: Financial, Ads, Tracking, & Recap – Jakpat Ramadan
Special Report 2023

BACKGROUND
Each generation prioritizes different things for Ramadan 2023. Thus, Jakpat conducted a survey of 1255 Muslim respondents
However, they still allocate big fund for zakat. Apart from that, big across different regions in Indonesia to capture their expenses and
spending is also dominated by needs for the holy month. Of course, their responses seeing special advertisements on Ramadan 2023.
one of the sources is the holiday allowance (THR).
This report also includes the habit of suhoor & iftar preparation,
In addition, many Ramadan-themed advertisements (ads) appeared media consumption, and online & in-store shopping during the holy
this year. Some of them are interesting to talk about. month.
Consumer Behavior of Ramadan 2023 - Jakpat 2023 Special Report Series Part 4 2
TABLE OF CONTENTS
Background …………………..………………………………………………….. 2
Research Highlights ……………..………………………….……………........... 4
Research Details ………………..……………………………………………….. 5
Financial (THR & zakat) ………………………………………………………….. 6
Ramadan Edition Advertisements ………………………………………………. 14
Preparing Suhoor and Iftar …………...…………………………………………. 21
Media Consumption During Ramadan ….……………………………………… 27
Online and In-Store Shopping ………………………...………………………… 31
RESEARCH HIGHLIGHTS
• 3 of 4 Gen Z gave zakat and infaq/sadaqah for Ramadan 2023.
• Gen Z relied on THR as the main source of Ramadan expenses.
• Most of the respondents preferred to pay zakat offline.
• Gen Z saw Ramadan ads more often on social media than on
YouTube.
• Almost 90% respondents loved to see Ramadan ads in video form.
• Half of the respondents remembered Ramadan ads because of the
good cinematography or pictures, and interesting copywriting.
• National TV channels are still becoming one of the main
entertainment sources during suhoor and iftar.
• Compared to 2022, the average number of people eating out
during suhoor and iftar significantly increased, while those who
ordered online delivery remained the same.
• 7 out of 10 respondents purchased items during Ramadan and Eid
sale on week 3 and 4.
RESEARCH DETAILS
Data Collection Research Objective
• There were two survey projects for this report: To describe respondents’ behavior during Ramadan and Eid al-Fitr
2023 related to:
1. Survey about Ramadan financial and Ramadan special
advertisement was distributed to 1255 Jakpat Muslim • Financial, including THR (Tunjangan Hari Raya/Religious
respondents. Holiday Allowance) and zakat
2. Surveys about preparing suhoor and iftar, media consumption,
• Ramadan-themed advertisements
and shopping during Ramadan month were published 4 times
from the end of week 1 to week 4, to obtain weekly data. The • Preparing food for suhoor and iftar
total number of respondents involved was more than 5300
Muslims. • Media consumption, especially during suhoor and iftar time, and
• Data collecting was done during 2023 Ramadan and Eid al-Fitr • Shopping online and in-store during the Ramadan month
moment
• Margin of error below 5%
• The questionnaires were distributed via Jakpat mobile app
• Proportioned by Indonesian internet population
FINANCIAL (THR & ZAKAT)
*THR or Tunjangan Hari Raya is Religious Holiday Allowance

given to employees usually before Eid al-Fitr public holiday
DEMOGRAPHIC PROFILE
(among respondents n = 1255 respondents, collected on 25th of April 2023)
Gender Age Cohort Occupation

Gen Z 33% Employee 35%
Male 50%
Millennials 49% Enterpreneur 17%
Female 50% Gen X 18% Housewife 15%
Student 14%
Age Range SES Freelancer 13%

Unemployme… 4%
45-49 12% Lower 8%
Others 3%
Middle 57%
40-44 14%
Upper 35%
35-39 15%
30-34 13% Area

Location • Greater Jakarta: Jakarta Pusat, Jakarta Barat, Jakarta
25-29 17% Selatan, Jakarta Timur, Jakarta Utara, Bogor, Depok,
Jabodetabek 36% Tangerang, Tangerang Selatan, Bekasi.
20-24 17% • Java area: Jawa Barat (exclude Bogor, Depok, Bekasi),
Java Area 48%
15-19 13% Banten (exclude Tangerang, Tangerang Selatan), Jawa
Outside Java 16% Timur, Jawa Tengah, DI Yogyakarta.
• Outside Java: all areas in Sumatera, Kalimantan, Bali,
Nusa Tenggara, Sulawesi, Maluku & Papua.
RAMADAN EXPENSES
(among all respondents n = 1255 respondents)
Expenses on Ramadan moment

Zakat/infaq/shadaqah 86%
Ramadan shopping 74%
Ramadan food shopping 73%
Iftar gahering 71%
Shopping for other needs 59%
Family vacation 56%
Ied gift cash 54%
Mudik 41%
Three of four Gen Z gave zakat and infaq/sadaqah. About 70% of them
Hampers 39%
also allocated the funds for iftar gatherings and Ramadan shopping.
Meanwhile, Nearly 80% of Millennials and Gen X included Ramadan food
*Percentage (%) was based on the respondents' choice, not the amount spent
shopping as a part of their expenses.
Most of the respondents included zakat/infaq/sadaqah as Ramadan The same thing also applied to all groups of socioeconomic status (SES).
expenses. More than 70% of them also allocated funds for Most of the respondents allocated their spending on zakat/infaq/
Ramadan needs, namely shopping for holiday needs such as new sadaqah, Ramadhan shopping, and Ramadhan food shopping.
clothes and food, as well as iftar gatherings.
RAMADAN EXPENSES Breakdown by Demographic Profile
Age Cohort
89% 92%
75% 70% 73% 76% 77% 71% 76%
65% 70% 66%
63% 58% 61% 60%
53% 49% 55%
44% 46% 48%
41% 41% 35% 36% 35%
Gen Z Millennials Gen X
Zakat/infaq/shadaqah Ramadan shopping Ramadan food shopping Iftar gathering Shopping for other needs Family vacation Eid cash gift Mudik Hampers
SES
90%
80% 84%
74% 73% 71% 69% 78% 74%
65% 65% 65% 61% 58% 57%
58%
52%
46% 45% 51% 52% 48% 50%
37% 37% 35%
30%
Lower Middle Upper
SOURCES FOR RAMADAN EXPENSES
Sources of Ramadan expenses As much as 70% of respondents used their salary for this year's Ramadan
expenses. The second source was holiday allowance (Tunjangan Hari
Salary 70% Raya/THR), followed by savings.
THR* 63%
Ramadan Expenses by Generation
Savings 53%
77%
65% 69%
Loan 7% 59% 63% 61% 56%
49% 46%
6% 4% 5%
Gen Z relied on THR as the main source of Gen Z Millennials Gen X

Ramadan expenses. Salary THR* Savings Loan
*THR or Tunjangan Hari Raya is Religious Holiday Allowance given to employees usually
before Eid al-Fitr public holiday
THR SPENDING
(among respondents that got THR n = 1066 respondents)
Nearly half of the respondents used the THR for Eid clothes shopping. What Do You Use THR* For?
They also took the fund for zakat/infaq/sadaqah and savings. Around
Eid clothes shopping 48%
18% respondents allocated THR for mudik and 15% of them spent the
Zakat/infaq/shadaqah 42%
money for iftar gatherings. Some respondents also used THR for another
needs, like daily living costs and paying loans or installments. Savings 41%
Daily living cost 35%
Give it to family/closest ones 32%
More than 50% Gen Z chose to save THR, while Millennials and Gen X Eidi (cash gift) 29%
allocated the fund for Eid clothes shopping and zakat/infaq/sadaqah. Hampers shopping 25%
Mudik expenses 18%
Eating out/iftar gathering 15%
Respondents with upper SES tended to give THR to those who need it
Cosmetics shopping 13%
rather than use it for their daily needs. Meanwhile, low SES respondents
preferred using THR to buy hampers rather than Eid cash gifts. Paying loans 13%
Paying installments 12%
Buying mudik tickets 12%
Buying gold 10%
Investing 10%
Gadget shopping 8%
*THR or Tunjangan Hari Raya is Religious Holiday Allowance given to employees usually Home furniture shopping 7%
before Eid al-Fitr public holiday Other option 1%
THR SPENDING Breakdown by Demographic Profile
Age Cohort
53% 51%
45% 48% 46% 45%
38% 37% 34% 37% 38%
32% 33% 31% 33% 28%
27%
22% 23%
17% 18% 19% 20% 17%
13% 15% 12% 12%
6% 6%

Eid clothes shopping Zakat/infaq/shadaqah Savings Daily living cost Give it to family/closest ones
Eidi (cash gift) Hampers shopping Mudik expenses Eating out/iftar gathering Buying cosmetics
SES
52%
47%
41% 43% 43% 41%
38% 38% 37% 36% 37%
30% 32% 28% 27% 25%
31% 30%
24% 23% 24%
19% 16% 16%
15% 14% 15% 12%
11% 10%
Lower Middle Upper
ZAKAT DURING RAMADAN
How People Pay Zakat Reasons on Paying Zakat Offline
4%
1% Feeling more convinced in the akad 72%
5%
Pay via e-banking More practical 56%

Pay via e-wallet Lack of trust in online zakat payment 20%
31% Pay to 'amil zakat' official website
Don't know how to pay zakat online 7%
59% Give it directly to 'mustahik'
Pay to 'amil zakat' nearby Don't get the info 6%
(among respondents paid zakat n = 1078 respondents) (among respondents paid zakat offline n = 974 respondents)
Most of respondents preferred to pay zakat offline, both directly to Reasons on Paying Zakat Online
mustahik (people who are eligible to receive zakat) or through nearby amil
zakat (an individual or group that is responsible for the collection of zakat). More practical 80%
The main reason was that they tended to feel more convinced in terms of
Flexible time 61%
the Akad (the engagement or agreement in doing something, in this case
in paying zakat). Easier in organizing personal finance 47%
Faster distribution to mustahik 42%

However, for those who prefer otherwise, respondents thought that paying
zakat via online platforms considered to be more practical and time- Social distancing (due Covid-19 pandemic) 32%
effective method.
(among respondents paid zakat offline n = 99 respondents)
RAMADAN EDITION ADS
DEMOGRAPHIC PROFILE
(among respondents n = 1255 respondents, collected on 25th of April 2023)
Gender Age Cohort Occupation

Gen Z 33% Employee 35%
Male 50%
Millennials 49% Enterpreneur 17%
Female 50% Gen X 18% Housewife 15%
Student 14%
Age Range SES Freelancer 13%

Unemployme… 4%
45-49 12% Lower 8%
Others 3%
Middle 57%
40-44 14%
Upper 35%
35-39 15%
30-34 13% Area

Jabodetabek 36% Tangerang, Tangerang Selatan, Bekasi.
Java Area 48%
15-19 13% Banten (exclude Tangerang, Tangerang Selatan), Jawa
Outside Java 16% Timur, Jawa Tengah, DI Yogyakarta.
• Outside Java: all areas in Sumatera, Kalimantan, Bali,
ABOUT SEEING RAMADAN ADS
(among respondents who paid attention to Ramadan ads n = 804 respondents)
Media to See Ads Time of Seeing Ads Frequency of Seeing Ads Per Day
TV 83% Dawn (around suhoor) 33%
12%
Youtube 58%
Morning 42%
Social media 57% 21%
Noon 49%
Billboard 24% 67%
Website 24% Afternoon (before iftar) 77%
Print media 13% Evening 43%

Audio media 13% 1-5 times 6-10 times > 10 times
Brosur 11%
Every year, Ramadan-themed advertisements will appear when the The most exposure to Ramadan ads was in the afternoon before iftar.
holy month is near. 4 out of 5 respondents said they often saw the ads Meanwhile, the intensity of the emersion was 1-5 times a day.
on TV, followed by YouTube and social media such as Facebook,
Instagram, and Twitter.
THE MEDIA
Breakdown by Age Cohort
All generations were most exposed to Ramadan ads through TV.

On the one hand, Gen Z saw these ads more often on social
media than on YouTube, compared to Millennials and Gen X.
Age Cohort
80% 84% 84%

64% 61%
58% 54% 51% 51%
27% 24% 28%

21% 21% 20%
10% 11% 15% 13% 12% 14% 15% 10%
9%
TV YouTube Social media Billboard Website Print media Audio media Brosur
TYPES OF RAMADAN ADS
Preference for Ad Type
Video 89% Most respondents loved to see Ramadan ads in video form. Also, half of them chose
the picture version as favourite. The types of ads that they see most often were food
Picture 49% and beverages (89%), promotions (72%) such as discounts on e-commerce, and
television programs (41%).
Audio 20%
Text 17%
Product Ads Often Seen Most Memorable Ads
Food and beverages 89% Marjan syrup Shopee Lazada
E-commerce 72%
TV program 41%
Health products 39%

61% 5% 3%
Service 29%
GOOD VISUAL IS THE KEY
Reasons to Remember the Ads

Great cinematography/pictures 50%
Half of the respondents remembered Ramadan ads because of the
good cinematography or pictures, and interesting copywriting.
Interesting storyline/copywriting 48%
Several factors such as according to the needs, viral, and funny were
As needed 36% also the reasons they paid attention to Ramadan ads.
Viral 30%
Appropriate duration 24%
Funny 24%
Actors/Actresses in commercials 19%
Other Option 2%
“The story continues from time to time.”

“Unrelated but funny.”
“Remind me of my late father.”

“Always appear every year.”
*Other option answers
IMPORTANCE OF RAMADAN ADS
Ideal Products to Have Ramadan Ads
Food/beverages 80%
Daily needs 57%
Fashion 55%
Medicines & vitamins 52%
Health & hygiene products 50%
Services 40%
Home and cleaning products 35%
Beauty products 34%
Automotive 23%
The respondents considered that some products should have Ramadan edition ads,
Baby & child needs 21% especially for food and beverages (80%). More than half of the them thought that daily
needs, fashion items, drugs & vitamins, and health & hygiene products should have this
Stationery 13%
kind of promotion.
None 1%
Consumer Behavior of Ramadan 2023 - Jakpat 2023 Special
21
Report Series Part 4
DEMOGRAPHIC PROFILE
(among respondents n = 5300 respondents, collected weekly during 2023 Ramadan month to around 1300 respondents each week)
Gender Age Cohort Week
Male 52% Gen Z 35% Week 1 26%
Female 48% Millennials 48% Week 2 26%
Gen X 17% Week 3 23%
Week 4 25%
Age Range SES
15-19 15% Lower 9% Data Collection
• Week 1: 31st of March 2023
20-24 17% Middle 59% • Week 2: 6th – 8th of April 2023
• Week 3: 13th – 14th of April 2023
Upper 31% • Week 4: 20th – 26th of April 2023
25-29 16%
30-34 15% Area

Greater Jakarta 38% Tangerang, Tangerang Selatan, Bekasi.
Java 46% Banten (exclude Tangerang, Tangerang Selatan), Jawa
45-49 10% Timur, Jawa Tengah, DI Yogyakarta.
Outside Java 16% • Outside Java: all areas in Sumatera, Kalimantan, Bali,
PREPARING FOR SUHOOR
(among respondents n = 5300 respondents)
Preparing Food for Suhoor Preparing for Suhoor

100% in 2022 vs 2023
30%
90%
25%
80% 20% 16%

70% 15% 12%
10%
13%
60%
5% 5%
50%
0%
40% 2022 2023
Eating out Online delivery
30%
(2022 n = 4268 respondents)
20%
10% Most respondents prepared suhoor by cooking at home, especially in the first
week. However, in the second week, there was a 6% increase in eating out and it
0% reached 20% in the 4th week. Compared to last year, the average number of
Week 1 Week 2 Week 3 Week 4 people eating out during suhoor increased by more than 10%, while those who
Cooking at home Takeaway food ordered online delivery remained the same.
Takeaway food (night before) Eating out
Online delivery Catering
PREPARING FOR IFTAR
Preparing Food for Iftar Preparing for Iftar in 2022 vs 2023

100% 30%
25% 24%
90%
20% 18%
19%
80%
15%
16%
70% 10%
5%
60%
0%
50% 2022 2023
40% Eating out Online delivery

30%
20%
Most respondents prepared iftar by cooking at home. Respondents also tend to
10% takeaway food for Iftar, even though the number dropped by more than 10% in the
last week compared to the first week. On the other hand, the number of people
0%
who went out for iftar gradually increased. Compared to last year, this number
Week 1 Week 2 Week 3 Week 4
increased by 8%, while those who ordered online delivery remained the same.
Cooking at home Takeaway food Eating out
Online delivery Catering
FOOD COOKED AT HOME
(among respondents who cook for suhoor n = 4517 respondents, iftar n = 4258)
Suhoor Iftar
90% 90%
80% 80%
70% 70% Fresh ingredients

60% 60% Instant noodles
50% 50% Frozen food
40% Ready-to-eat
40%
meals
Canned fish
30% 30%
20% 20%
10% 10%
0% 0%
Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4
The majority of respondents cooked from fresh ingredients, especially for iftar. It is more likely for respondents to have more time for iftar meal
preparation compared to suhoor, thus processed food that is relatively faster to cook is more likely to be consumed during suhoor. This trend is stable
from week 1 to 4 in which there was no significant fluctuation in the number of respondents consuming instant noodles, frozen food, ready-to-eat
food, canned fish, and corned beef throughout the Ramadan month.
ORDERING FOOD ONLINE
(among respondents who ordered food online n = 1137 respondents)
Online Food Delivery Platforms By Age Cohort

75% 74%
72%
73% 66% 66%
62% 62%
57%
53%
62%
32% 33%
28%
59%
Restaurants' official app 30%

GoFood is used by majority of respondents who ordered food online for both suhoor and iftar. While GrabFood and ShopeeFood are on the similar
position. However, ShopeeFood is more popular among Gen Z than Millennials and Gen X.
27
DEMOGRAPHIC PROFILE
Week 4 25%
Age Range SES
15-19 15% Lower 9% Data Collection
• Week 1: 31st of March 2023
20-24 17% Middle 59% • Week 2: 6th – 8th of April 2023
• Week 3: 13th – 14th of April 2023
25-29 16%
30-34 15% Area

Greater Jakarta 38% Tangerang, Tangerang Selatan, Bekasi.
45-49 10% Timur, Jawa Tengah, DI Yogyakarta.
Outside Java 16% • Outside Java: all areas in Sumatera, Kalimantan, Bali,
ACCESSING DIGITAL MEDIA
Suhoor Iftar
57% Whatsapp 59% Top digital media accessed during suhoor and iftar
are similar in 2023 Ramadan. However,
54% YouTube 44%
respondents are more inclined to access these
44% Instagram 36% types of entertainment during suhoor and lower
40% National TV channels 42% during iftar. Except for Whatsapp and national TV
channels which remain relatively higher than other
36% TikTok 30%
activities.
31% Online games 21%
23% Movie streaming platform 17%
21% Music streaming platform 15%
ACCESSING DIGITAL MEDIA
Using TV for Accessing Watching National TV Channels

Digital Entertainment
40% 42%
37%
33%
45%
Suhoor Iftar
2022 2023
Roughly 45% of respondents accessed digital entertainment through

television (TV). More than 40% of respondents continued to rely on
national TV channels to accompany their suhoor and iftar time. These
numbers have increased from the previous year. Considering the
government’s program to replace analogue TV with digital ones in late
2022, this increase is not surprising. It is also worth mentioning that
smart TVs comprise a big part of digital TVs available in the market.
31
DEMOGRAPHIC PROFILE
Week 4 25%
Age Range SES
Lower Data Collection
15-19 15% 9%
• Week 1: 31st of March – 4th or April 2023
Middle 59% • Week 2: 6th – 8th of April 2023
20-24 17% • Week 3: 13th – 14th of April 2023
25-29 15%
Area
30-34 15%
Selatan, Jakarta Timur, Jakarta Utara, Bogor, Depok,
35-39 15%
Greater Jakarta Tangerang, Tangerang Selatan, Bekasi.
38%
• Java area: Jawa Barat (exclude Bogor, Depok, Bekasi),
40-44 13%
Timur, Jawa Tengah, DI Yogyakarta.
45-49 10% Outside Java 16% • Outside Java: all areas in Sumatera, Kalimantan, Bali,
SHOPPING DURING RAMADAN MONTH
Ramadan Shopping Products Bought

60% 100%
51% 51% 88%
48% 49% 90% 83%
50% 80%
70%
67%
40% 48% 48% 48%
45% 60% 52%
30% 50%
40% 35% 36%
20% 30%
20%
10% 8% 7%
10%
0% 0%
Week 1 Week 2 Week 3 Week 4 Beauty & Fashion Food Home & electronic Vehicles
Online shopping In-store shopping In-Store Online
The percentage of people who engage in in-store shopping for There are various types of products bought during Ramadan months,
Ramadan and Eid needs remains stable from week 1 to 4. On the other mostly for Ramadan and Eids needs. Besides food, people tend to want
hand, online shopping experienced an increase of 6% in Week 3 to prepare themselves for Eid celebration with the best appearance.
compared to Week 1 of Ramadan 2023. Moreover, since Eid celebration might require people to welcome
guests to their houses, some people are more likely to buy new stuff for
their houses too.
PRODUCTS BOUGHT – Fashion and Beauty
(among respondents who shop online n = 2520 respondents, and in-store n = 2569)
Online In-Store
70% 70%
60% 60%
50% 50%
40% 40%
30% 30%
Clothes
20% 20% Beauty product
Fashion accessories
10% 10%
Footwear
0% 0% Praying equipment
Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Bags, wallet
All products under the fashion and beauty category are more likely to be bought online during Ramadan month, from week 1 to 4. However,
in week 3, there was a significant increase in people who shop for clothes directly at stores, malls, etc., and reached its peak in week 4.
PRODUCTS BOUGHT – Home and Electronic
Online In-Store
30% 30%
25% 25%
20% 20%
15% 15%
10% 10%
Tableware
5% 5% Home décor
Gadget
0% 0% Furniture
Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Electronic
Under the home and electronic category, all products have the same tendency to be bought both online or in-store. However, in week 4, tableware is
more likely to be bought in-store. Electronics such as TV or fridge declined on week 4 on online shopping.
SPENDING FOR RAMADAN
Money Spent on Shopping On average, respondents spend more money on in-store shopping than
online shopping. However, both online and in-store shopping spending have
the same trend, it tends to increase from week 1 to 4.
Rp958.358
Rp925.281
In this year Ramadan, respondents spend around Rp100,000 more on online
shopping than previous year.
Rp769.855 Rp752.376
Online Shopping Spending
Rp745.367 Rp800.000
Rp695.255 Rp694.582
Rp678.384 Rp658.884 Rp700.000
Rp575.124
Rp600.000
Rp500.000
Rp400.000
Rp300.000
Rp200.000
Rp100.000
Rp-
Week 1 Week 2 Week 3 Week 4 Ramadan 2022 Ramadan 2023
*Average weekly spending
Online In-Store
PLATFORM AND PROMOTION
(among respondents who shop online n = 2520 respondents)
Online Shopping Platforms
Shopee Tokopedia Lazada TikTok Shop Socmed & DM Bukalapak Blibli

79% 38% 33% 28% 13% 10% 9%
Respondents Who Shops During Shopee is the most popular platform for Ramadan shopping, followed by
Ramadan & Eid Promotional Program Tokopedia and Lazada. Shopping through social media is also getting
popular, with 28% shopping from TikTok Shop and 13% searching the
80% 70% 71%
70% 63% online shop or products on social media (Instagram, Facebook, etc.) and
59%
60%
proceed the transaction by private/direct message or even Whatsapp.
50%
40% Lots of businesses including e-commerce utilize Ramadan moment to
30% create a campaign or promotional program such as special discounts
20% and sales. 7 out of 10 respondents purchased items during Ramadan
10% and Eid sale on week 3 and 4.
0%
Week 1 Week 2 Week 3 Week 4

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Part 4: Financial, Ads, Tracking, & Recap – Jakpat Ramadan

Special Report 2023

*THR or Tunjangan Hari Raya is Religious Holiday Allowance

Gender Age Cohort Occupation

Age Range SES Freelancer 13%

30-34 13% Area

Expenses on Ramadan moment

Gen Z Millennials Gen X

Lower Middle Upper

Gen Z relied on THR as the main source of Gen Z Millennials Gen X

Gen Z Millennials Gen X

Lower Middle Upper

Pay via e-banking More practical 56%

Faster distribution to mustahik 42%

Gender Age Cohort Occupation

Age Range SES Freelancer 13%

30-34 13% Area

Print media 13% Evening 43%

All generations were most exposed to Ramadan ads through TV.

80% 84% 84%

27% 24% 28%

Gen Z Millennials Gen X

Preference for Ad Type

Product Ads Often Seen Most Memorable Ads

Food and beverages 89% Marjan syrup Shopee Lazada

Health products 39%

Reasons to Remember the Ads

“The story continues from time to time.”

“Remind me of my late father.”

Ideal Products to Have Ramadan Ads

Daily needs 57%

Medicines & vitamins 52%

Health & hygiene products 50%

Home and cleaning products 35%

Beauty products 34%

Gender Age Cohort Week

Male 52% Gen Z 35% Week 1 26%

Female 48% Millennials 48% Week 2 26%

Gen X 17% Week 3 23%

30-34 15% Area

Preparing Food for Suhoor Preparing for Suhoor

80% 20% 16%

Preparing Food for Iftar Preparing for Iftar in 2022 vs 2023

40% Eating out Online delivery

(2022 n = 4268 respondents)

70% 70% Fresh ingredients

50% 50% Frozen food

Online Food Delivery Platforms By Age Cohort

Restaurants' official app 30%

Gender Age Cohort Week

Male 52% Gen Z 35% Week 1 26%

Female 48% Millennials 48% Week 2 26%

Gen X 17% Week 3 23%

30-34 15% Area

Using TV for Accessing Watching National TV Channels

Roughly 45% of respondents accessed digital entertainment through

Gender Age Cohort Week

Male 52% Gen Z 36% Week 1 25%

Female 48% Millennials 48% Week 2 26%

Gen X 17% Week 3 23%

Ramadan Shopping Products Bought

Online Shopping Platforms

Shopee Tokopedia Lazada TikTok Shop Socmed & DM Bukalapak Blibli