Meta Partners With YouGov To Reveal The Trends and Behaviors Of Consumers During Ramadan

As all businesses and brands are getting ready to welcome the holy month of Ramadan, but the way brands and businesses welcome Ramadan, is different. Every year Ramadan is welcomed by doing many researches and analysis so businesses can get ready properly to promote their products or services.

For your business to succeed during Ramadan, you have to have a strong understanding of your consumers and their behavior, this is what drives your brand to boom during Ramadan.

To have a better understanding of what to do this Ramadan, here’s a new research done by META to reveal the trend and behaviors of Egyptian consumers during the holy month of Ramadan.


META Partners with YouGov

Due to people’s openness to explore new things in Ramadan, many discoveries were made across borders. This is why Meta partnered with YouGov to conduct a research under the name of “Ramadan and Eid Study”.

To understand the behavior of consumers who observe Ramadan and shop for this season, Facebook IQ, Meta collaborated with YouGov, which is a global public opinion and data company, and with Meta’s insights and research, a study conducted during Ramadan 2021 was unveiled.

YouGov surveyed 18.113 adults between 13th of May and the 3rd of June 2021 after Ramadan and Eid Al-Fitr. About 1,500 interviews were completed in 12 countries, with each sample being nationally representative of online adults ages 18-64 based on age, gender and region in that market.

The study is under the name of “Ramadan and Eid Study” and it tracks the consumer behavior during Ramadan. The study received 13.000 participants across nine countries including The United Arab Emirates, Saudi Arabia, and Egypt.

Egyptian Shoppers Spend More On Cross-border Purchases

72% of cross-border shoppers in Egypt made discoveries while shopping during Ramadan.

The conducted research done by Meta and You Gov reveals that around 55% of shoppers across Egypt get excited about trying new brands and products from abroad, while 43% of shoppers are more likely to purchase from abroad during Ramadan and Eid if the adverts are about these key moments.

Consumers during Ramadan focus more on cross-border purchases than they did in last years and the research shows that they shop across a range of different categories. Egyptian consumers are most likely to purchase products shipped from abroad from retail brands with 55%, 40% of consumer packaged Goods category, 27% for technology and telecom brands, while entrainment brands are 23% and travel 9%.

Fares Akkad who is the Regional Director for MENA at Meta said:

Gifting and shopping is a big part of the Ramadan moment. The change in everyday habits leaves shoppers more open than usual to discovering new brands and products. This creates a unique opportunity for businesses to reach cross-border shoppers looking to discover products they’ll love—and Meta technologies can help build those connections.


How Brands Can Effectively Plan This Ramadan

There are 3 tips that a brand can follow to effectively adapt and plan this Ramadan.

1- Diversity meets discovery

People who shop across borders for many reasons including finding a higher quality product, a product with a better price point, or a product that is unavailable locally.

In fact, a third of people shop from overseas retailer as well. More than 7 in 10 people make unexpected discoveries during Ramadan.

2- Building Personalized Connections

61% of shoppers feels it is essential to view content in their language, while 25% of them agree on finding content creators more influential during Ramadan and Eid Al-Fitr as they help them discover new content and accounts that they might like.

3- Facilitating delightful purchases

72% of Cross-border shoppers made discoveries while shopping during Ramadan, around 52% of those purchases were made seamlessly. Since the purchasing process is spontaneous, removing friction from the checkout process is more vital than ever.

Also, providing a frictionless purchase journey can increase conversions.


With this research, brands can now expect how their consumer behavior during Ramadan will be and plan accordingly.

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