Consumer Purchasing Behavior Study During Ramadan in Saudi Arabia

Study Overview:

Coinciding with the advent of the holy month of Ramadan, Steady Pace Consultancy conducted a field study on consumer purchasing preferences and behavior in Saudi Arabia during this holy month. The results revealed that 39% of consumers prefer to start purchasing Ramadan essentials in the last week before Ramadan, indicating a seasonal consumption pattern closely linked to the spiritual atmosphere and Ramadan preparations.

Amid this seasonal purchasing behavior, many brands are seeking to seize the opportunity by intensifying their Ramadan advertising campaigns, which often carry an emotional and spiritual tone that aligns with the special nature of the holy month. The study showed that 30% of consumers are clearly influenced by effective advertising strategies, making them an influential factor in enhancing brand awareness and motivating purchase decisions.

These findings open the door to a deeper understanding of how consumers interact with marketing messages during Ramadan and underscore the importance of designing advertising campaigns that center around Ramadan values, along with a focus on smart promotions and convenient shopping experiences.

For more details and analysis on these seasonal consumer trends, we invite you to review the full study of consumer behavior during Ramadan in Saudi Arabia.

Ramadan Purchasing Behaviors in Preparation for the Holy Month:

When do you usually start purchasing Ramadan essentials? What are the most important products you purchase in preparation for the holy month?

The study of consumer behavior in Saudi Arabia during Ramadan showed that 39% of the sample preferred to purchase Ramadan essentials during the last week before Ramadan to take advantage of promotional offers, accurately identify their needs, and make shopping part of the preparations for the holy month. Another 35% made sure to purchase Ramadan essentials two weeks before Ramadan, while the remaining percentages varied between similar starting times.

It also showed that basic necessities such as rice, oil, and flour topped the list of purchase priorities, at 18%, as they form the cornerstone of daily meal preparation during the holy month. Fresh produce, such as fruits and vegetables, followed at 15%, reflecting consumers' commitment to nutritional diversity and the quality of fresh ingredients at their iftar and suhoor tables.

Traditional Ramadan beverages such as tamarind, sobia, and amar al-din came in third place at 11%, reflecting the association of these beverages with Ramadan identity and inherited customs.

While consumer priorities varied across other product categories—such as sweets, canned goods, and products for banquets and hospitality—the variation in interest reflects individual differences in lifestyles and eating habits, as well as the impact of seasonal advertisements and promotions.

These results indicate the importance of brands taking into account the diversity and timing of consumer needs by offering tailored offers for each product category and reinforcing marketing messages with Ramadan values ​​and the practical needs of Saudi families.

Does your monthly spending behavior change during Ramadan?

How does your monthly spending change during Ramadan compared to other months?

The study showed that 53% of consumers increase their spending by more than 50% during Ramadan compared to other months. This is likely due to the Ramadan season's association with numerous activities, feasts, and the approaching Eid. The remaining percentages varied between a significant increase in spending and no change in their monthly spending.

When the sample was asked about the categories on which they spend more during Ramadan compared to other months, food items topped the list at 41%, followed by dates and sweets at 17%, and donations and charity at 16%. This is due to changes in eating habits and a focus on Ramadan-specific items, as well as increased interest in charitable work and charity during this time.

To what extent do Ramadan ads influence purchasing decisions in Saudi Arabia?

The study revealed that 30% of consumers are moderately influenced by Ramadan ads, which impacts their purchasing decisions, especially if the ad is convincing. This is supported by 17% who are strongly influenced by ads. Conversely, 24% of consumers describe their influence by Ramadan ads as weak, while 14% say they are not influenced at all by ads.

Given the importance of offers to consumers during Ramadan, discounts ranked first, followed by "buy one, get one free" BOGO offers in second place. 48% of consumers like the offers but do not change their purchasing habits, while a similar percentage primarily buy based on existing offers.

Shopping Behaviors During Ramadan in Saudi Arabia

How often do you shop during Ramadan? And what types of stores do you prefer?

The study concluded by highlighting consumers' shopping frequency and store visit preferences during Ramadan. It revealed that 31% of consumers adhere to a consistent weekly shopping pattern, averaging once a week, indicating a sense of consumer discipline linked to advance planning for Ramadan needs.

Conversely, a 20% share emerged, with consumers preferring to shop more frequently during the week. This reflects some consumers' need to constantly stock up on fresh products or respond to quick promotions. Another group indicated that they do not have a specific shopping pattern, relying on shopping as needed or based on their daily circumstances.

This diversity highlights the importance of stores offering a flexible and easy shopping experience, whether through physical stores or digital channels, to accommodate different consumer patterns and behaviors. It also opens the door for brands to design sales strategies that align with shopping frequency, such as weekly offers or "buy now, pay later" campaigns.

More than half of consumers also stated that crowding in stores was their biggest challenge, and 22% considered prices to be the most challenging.

48% of consumers preferred large stores (such as Panda, Danube, Othaim, and others), citing several reasons, including spaciousness and a variety of Ramadan offers. 19% chose traditional markets (such as the vegetable market and others), while 15% preferred grocery stores and local stores.

For more information about the study, contact us.