THE GREAT BRITISH RAMADAN WHY IT S TIME TO START PAYING ATTENTION TO ONE OF BRITAIN S MOST LOVED AND LEAST KNOWN EVENTS

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1 THE GREAT BRITISH RAMADAN WHY IT S TIME TO START PAYING ATTENTION TO ONE OF BRITAIN S MOST LOVED AND LEAST KNOWN EVENTS

2 WE RE SO EXCITED RAMADAN IS A BURST OF SPIRITUAL, COMMUNITY AND FESTIVE LIFE IN BRTAIN S HOMES AND HIGH STREETS, ALONG WITH AN ECONOMIC SURGE For the first time ever, Ogilvy Noor is shining a spotlight on the importance of Ramadan and Eid in Britain. Our survey and analysis are the first of its kind published in the UK, offering a deep understanding about the experiences, aspirations and behaviours of Muslims during this season and how they are inviting in everyone, including brands and businesses. What we found in our research is a global occasion that has a strong British feel, a season of transformation, and a vibrant Ramadan economy. Even though nearly four million people are marking this season in the UK, and it follows only Christmas and Easter in scale, Ramadan and Eid remain Britain s biggest open secret. That s why we wanted to go beyond the nuts and bolts of religious prescription and find out what Ramadan really feels like for Muslims and the trends that underpin the season. From favourite foods, shopping preferences, health routines and the size of spend, you might be surprised at some of our findings. This document is an excerpt of the full report which contains deeper insights on the wider trends of Ramadan. The complete research is available on request. Our hope is to inform and inspire, working with brands to engage meaningfully, and to ensure Muslim audiences enjoy their best Ramadan in the best possible way. Shelina and Arif Authors: Shelina Janmohamed Vice President, Ogilvy Noor Arif Miah Strategist, Ogilvy Noor

3 THE FAVOURITE FOOD FOR IFTAR FOR YEAR OLDS IS CHICKEN AND CHIPS INTRODUCING THE GREAT BRITISH RAMADAN A GLOBAL RAMADAN WITH A UK FLAVOUR Ramadan is the Islamic month of fasting, followed by the festival of Eid ul Fitr, observed by the world s 1.6 billion Muslims. Spiritual, personal and community life changes dramatically for participants as well as for friends, colleagues and neighbours. Our study brings to life a Ramadan season that is increasingly part of the fabric of British life, and carries unique characteristics reflecting the Muslim experience in Britain. It is a burst of spiritual, community and festive life in Britain s homes and high streets which brings with it an economic surge and a sense of pride and joy. Muslims in Britain are the most diverse Muslim population outside of the hajj pilgrimage. Their multiple heritages and global connections give its experiences a rich flavour unique to Britain. We see this in the foodie thrill seekers of Ramadan making food choices that are incredibly diverse with 84% of people consuming multiple cuisines for iftar during the month, and even desserts are diverse with 96% consuming options from multiple origins. Only in Britain could chicken and chips be a favourite iftar food. With some of the longest hours of daylight in the world, the summer fasts can last up to 20 hours, making hydration, fatigue and concentration some of the biggest concerns. This is especially significant since Ramadan falls in normal working and school days, and during exam periods. Eid celebrations take place across several weekends to accommodate the need to take time off during the working week and visiting extended family and friends. Most of all it reflects a population that is proud of its British Muslim identity and who find their fullest expression during the incredible transformative season of Ramadan.

4 THE GREAT BRITISH RAMADAN KEY FACTS 78% of Muslims say they would like brands to engage with them during Ramadan and Eid The Ramadan economy is worth more than 200 million, following only Christmas and Easter The Ramadan season extends to a full eight weeks of engagement and transformation Six significant trends underpin the Ramadan experience in Britain

5 THE GREAT BRITISH RAMADAN CONTENTS THE ROLE FOR BRANDS WHY? WHEN? WHAT? Muslims are inviting brands to Ramadan A Ramadan economy in excess of 200 million annually A full eight weeks of Ramadan season Six key trends

6 THE ROLE FOR BRANDS MUSLIMS ARE UNDERWHELMED BY THE CURRENT ENGAGEMENT OF BRANDS AND RETAILERS BUT THEY WOULD LIKE TO INVITE BRANDS INTO RAMADAN, AS LONG AS THEY ARE RESPECTFUL AND SOPHISTICATED ROLE OF BRANDS

7 NEARLY TWO THIRDS OF MUSLIMS FEEL THAT BRANDS ARE NOT SERVING THEIR NEEDS WELL KEY FINDINGS Muslim consumers are disappointed in current engagement by brands and retailers. 62% say that they are not being served well. But Muslims would like to invite brands into Ramadan, with 78% saying that they would be interested in those that did stock for Ramadan and Eid The Ramadan economy is estimated upwards of 200m annually in the UK, which includes both spend and charitable donations. Although Ramadan itself lasts one month, there is a Ramadan season of almost 8 weeks, which includes a preparation period of two weeks beforehand and almost two weeks of Eid celebrations afterwards Ramadan is a global event, but in the UK Ramadan has a distinctly British flavour, from the cycle of the Ramadan season, the worries of the long fasts and working hours, the diverse foods and the Eid celebrations. Brands and organisations need to understand the Ramadan season, its behavioural transformations and its key moments for engagement ROLE OF BRANDS

8 MORE THAN THREE QUARTERS OF MUSLIMS SAY THEY WOULD LIKE BRANDS TO ENGAGE WITH THEM DURING RAMADAN HOW BRANDS CAN START THE CONVERSATION Muslims feel an integral part of British society and want to be celebrated. Even though Ramadan is so dearly loved and such a huge event they feel that Ramadan and Eid are ignored. They see the nation proudly and rightly embrace cultural and religious holidays such as Chinese New Year and Diwali with delight. They are saying its also time to embrace Ramadan and Eid. Muslims want to express their experience of Ramadan and Eid not through stereotypes and outdated ideas, but one that is a reflection of their modern, British, global experience. This means bringing together diverse heritages in food, cultures and traditions, and creating new initiatives that fit their modern faithful identity They tell us there s too little sophisticated respectful engagement with Muslims, and what little there is feels outdated and second class. These young faithful, brand conscious tech savvy Muslims are looking for inspiration and support to live their modern faithful lifestyle. Muslims are seeking information, products and services that help them on their journey and in a way that doesn t compromise but instead enhances their spiritual experience. They become huge advocates for those brands that are supportive. They want to share with Britain and the world what Ramadan and Eid are really about. There is often a perception that Ramadan is a time of difficulty, but in reality for them Ramadan is the best time of the year with a whole season of festivity and community spirit. Muslims want to invite everyone into Ramadan. ROLE OF BRANDS

9 HOW BRANDS CAN HELP 64% ARE LOOKING TO THE HIGH STREET TO BUY RAMADAN GIFTS Muslims are looking to brands and the high street to buy the items they need for a meaningful, healthy and sociable Ramadan. During the preparation period, ensuring availability of the right food items, along with support for planning and preparing meals is vital. Health and wellness should be top of mind, catering for a wide range of health situations. Nearly two thirds of Muslims plan financially for the month so support in managing finances can be a way to fulfil an untapped need for Muslim audiences. In addition, money is still a huge eid gifting category and financial planning could be welcomed. Lifestage is also crucial for brands to consider year olds focus on social engagement and charity, and year old parents are thinking about nutrition, energy and children. Brands can support Muslims physical needs through good food, variety and festivity Brands can contribute to the character and festivity that are unique to the Ramadan season taking care to reflect this distinctness and speak directly to the occasion. ROLE OF BRANDS

10 OUR KEY TIPS PLAY AN ACTIVE PART IN THE GREAT BRITISH RAMADAN Ramadan and Eid are primarily faith-driven occasions which are built on spiritual and community focus. Brands must always be respectful of these and not seek to nor be seen to exploit or commercialise the Ramadan season. There are many moments where brand engagement can enhance the Ramadan experience and brands should step up to support Muslims where it is relevant and appropriate. Our six key trends show spaces where products and services can genuinely help Muslims to adapt and mitigate potential challenges and also opportunities during Ramadan. As a hugely sociable and congregational season, brands can act as the social glue to bring communities together, among Muslims and across wider societies. The Ramadan season is the ideal time to lay the groundwork for year round engagement with Muslim audiences. Muslims are seeking consistent and authentic engagement from brands the whole year round. Start with Ramadan, and build a strategic relationship. Most importantly, play your part in the Great British Ramadan, and ensure that Britain is open for Ramadan! ROLE OF BRANDS

11 THE RAMADAN ECONOMY WE PREDICT A RAMADAN ECONOMY IN EXCESS OF 200M ANNUALLY, WHICH ENGAGES WITH MUSLIMS IN THE UK AND ALSO IS A POWERFUL ATTRACTION FOR MUSLIM TOURISTS TO BRING INBOUND CONTRIBUTIONS. RAMADAN ECONOMY

12 INTRODUCING THE RAMADAN ECONOMY RAMADAN IS BRITAIN S BIGGEST ECONOMIC OCCASION AFTER CHRISTMAS AND EASTER We are introducing the term Ramadan economy because the dramatic life changes of this period result in a massive surge in spend and donations. Muslims contribute an estimated 31 billion to the UK economy every year and command a spending power of 21 billion. Annual spend on halal food alone is 3 billion. During the Ramadan season it is estimated that UK supermarkets generate 100m additional revenue. This makes it the biggest calendar occasion after Christmas and Easter. Our findings show that spend cuts across multiple categories beyond food and beverage, with particular highlights on health and wellness, toys, personal care, cosmetics, fashion and leisure. Some shopping centres report an uplift of sales during the celebration of Eid ul Fitr with reports of a surge in footfall of up to 47%. 63% of Muslims say that they engage in financial planning for Ramadan, suggesting that the economy of this season is up front in their minds. The Ramadan Rush brings visitors particularly from the Middle East, and they contribute significant footfall and spend to Britain s high streets. RAMADAN ECONOMY

13 THE RAMADAN SEASON EVEN THOUGH RAMADAN ITSELF IS ONE MONTH, OUR RESEARCH SHOWS A FULL EIGHT WEEK RAMADAN SEASON DURING WHICH LIFE TRANSFORMS COMPLETELY. THIS INCLUDES A TWO WEEK PREPARATION PERIOD, THE MONTH ITSELF, AND NEARLY TWO WEEKS OF EID CELEBRATIONS RAMADAN SEASON

14 8 WEEKS OF RAMADAN GETTING READY FOR BIG CHANGES FULL LIFE TRANSFORMATIONS 360 DEGREE CELEBRATIONS Spirituality: Getting into the mood of Ramadan means preparing spiritually for is a primary concern. Food stocking: Around two weeks before Ramadan, 86% of Muslims start stocking and preparing food. This includes purchasing ingredients and preparing items to freeze for easy access during the month. Eating plans: A big worry is preparing 30 meals with variety, favourites and treats. 71% of Muslims research recipes to help them make iftar meals exciting and diverse Finance: daily feasts, gifting and large charity donations means spend rises. This leads to 63% of Muslims to prepare financially for Ramadan. Thinking about faith: 62% engage with more Islamic content, with greater efforts to attend the mosque, with more than half attending everyday Food, family and friends: A culture of community and camaraderie flourishes. 82% of Muslims attend iftar gatherings and parties where they share dishes and gifts. Fun and feasting: During the month 57% eat at restaurants, and 71% order takeaway. Doing life better: Muslims make efforts to improve their own and others lives and could do with help! 45% of Muslims focusing on giving up bad habits Charity is one of their top 5 concerns for Ramadan, donating more than any other group in the UK. Togetherness: 45% take the day off work and 88%spend the day with their family and friends. Since Eid is not a public holiday in the UK, it can often stretch up 2 weeks worth of weekends to visit family and friends. Gifting is a huge component of Eid Eid experiences: 1 in 5 go out to eat, and 1 in 5 enjoy an outing for entertainment with family and friends RAMADAN SEASON

15 WHAT HAPPENS A DAY IN THE LIFE OF RAMADAN The aim of Ramadan is to focus on spiritual development, self-discipline and to work hard at doing good deeds, all in order to connect with God. It is prescribed in the Quran as mandatory for the 9th month of the Islamic calendar, which is based on the shorter lunar year. The start and end of each month is determined by the sighting of the new moon. This means that the start of Ramadan shifts around 10 days earlier each year in the Gregorian calendar. From dawn to dusk every day during Ramadan, Muslims abstain from certain actions including: eating, drinking, smoking and intimate relations. While the challenge of Ramadan is about physical abstention, at its heart it is about trying to become a better person. RAMADAN SEASON

16 A DAY IN THE LIFE OF RAMADAN SUHOOR DURING THE FAST IFTAR As the night ends, the pre-fast meal suhoor takes place to prepare for the day ahead. It s an even split between those who like to prepare the night before (45%) and those who prepare at the time (48%) although men prefer to prep the night before (51% vs 40%) Worries include ensuring food is prepared in time, sufficient nutrition and hydration. Men are particularly concerned (55%) with consuming slow burning foods. People s top concerns are hydration (67%) and fatique (56%) year olds are particularly concerned with fatigue (66%) For those with children, they are worried about their own energies to look after them, and are concerned for older children who are fasting Oral hygiene is a concern especially bad breath as a result of not eating or drinking As the sun sets, Muslims consume the evening meal, usually called iftar, often made up of traditional Ramadan treats and favourite foods. It is usually broken by eating dates. Muslims will be aware to the minute of the time to break fast. Women are the most concerned about iftar preparation (60%) Inviting people to share iftar is a highly rewarded activity, as is ensuring iftar reaches those in poverty through charitable donations RAMADAN SEASON

17 WHAT HAPPENS EID- UL-FITR Eid-ul-Fitr means the festival of breaking the fast. It is celebrated on the first day of the month following Ramadan. It is a time of intense excitement as it is the culmination of the month of fasting. As Eid draws near families and especially children start to prepare food and gifts for the big day. The joy and celebration usually begin with a special congregational Eid prayer. The day is composed of feasting, gift giving, new clothes and spending time with friends and family. Each adult makes a charitable donation called zakat ul fitr RAMADAN SEASON

18 EID-UL-FITR EID PRAYERS GET TOGETHERS GIFTING GOING OUT TO EAT FAMILY ACTIVITIES A special community prayer takes place at mosques and in public spaces and is a key feature of the day. As many people are working, only 49% attend Eid prayers. New clothes are a key feature of Eid, and are worn with excitement as people celebrate with family and friends. 59% get together with extended family. Gift giving is a core ritual for Eid, whether its for children, family or to deliver at people s homes during Eid visits. 50% of women between buy fashion items as Eid gifts. Although spending time at home with family and friends is a prime activity, traditions are changing. 1 in 5 now go out for an Eid meal with this highest among yr olds. With cultures changing and Eid now during the summertime, 29% of people go out on Eid to take part in family activities and 27% attend Eid festivals RAMADAN SEASON

19 SIX KEY TRENDS THE RAMADAN SEASON IS ABOUT BEHAVIOUR AND ATTITUDE CHANGE IN EVERY ASPECT OF MUSLIM LIFE. WE HAVE IDENTIFIED SIX KEY TRENDS THAT UNDERPIN THE BRITISH RAMADAN EXPERIENCE, THAT BRANDS SHOULD BE AWARE OF SIX KEY TRENDS

20 HOW LIFE CHANGES CHARITY SPIRITUALITY KEY TRENDS HEALTH & WELLNESS FOOD & DRINK The Ramadan season is a total life transformation. It s impossible to underestimate the complete and radical change to every day life, and this is the starting point for sensitive brand engagement. It s easy to focus on the aspects of food and drink, but our research demonstrates that the life changes fall into three broad categories: personal, social and charitable. When it comes to personal change, spirituality is at the forefront. But fasting means that ensuring physical form is looked after is a top concern. Our data shows that health and wellness is a significant area of change and concern. CELEBRATION COMMUNITY Social life also changes dramatically with a huge focus on food and drink, community and of course celebration. There are many moments where exchange and support will be welcomed. Charity is one of the most significant transformations, with people donating more and also doing more. SIX KEY TRENDS

21 I love Ramadan so much, I am already feeling quietly excited! It s a time of spiritual replenishment and striving to be the best version of myself As the blessings of Ramadan are all multiplied, I make extra effort to connect with my religion

22 HEALTH & WELLNESS MUSLIMS ARE VERY CONCERNED ABOUT MAINTAINING HEALTH AND WELLNESS AND ARE SEEKING SUPPORT AND SOLUTIONS FOR THEIR KEY CONCERNS OF HYDRATION, FATIGUE AND CONCENTRATION FOR WORK. GOOD NUTRITION, FITNESS AND WEIGHT MANAGEMENT ARE FRONT OF MIND. SIX KEY TRENDS

23 There s so much to do in Ramadan with all these activities on top of normal life. Being tired and with low energy levels it makes it even harder.

24 FOOD & DRINK EATING AND DRINKING ARE CRUCIAL AND EXCITING BUT COME WITH THE PRESSURES OF PREPARATION, VARIETY AND DELIGHT. WHILE THERE IS A LONGING FOR TRADITIONAL FOODS AND DESSERTS. WE FOUND THAT TASTES AND HABITS ARE CHANGING, WITH A GROWING NUMBER OF PEOPLE EATING OUT OR HAVING TAKEAWAY. MUSLIMS ARE INDULGING IN A HUGE VARIETY OF CUISINES, A REFLECTION OF THEIR DIVERSE BRITISH MUSLIM EXPERIENCES SIX KEY TRENDS

25 With no food all day, you bet I m going to have a feast in the evening I can eat anything for iftar, but my children are so fussy. Iftar is always a challenge "We keep iftar varied at home to keep up the excitement

26 COMMUNITY THE FEELING OF RAMADAN IS ALL ABOUT COMMUNITY AND TOGETHERNESS. PEOPLE EAT TOGETHER MORE, GO OUT TOGETHER MORE, SPEND MORE TIME TOGETHER ON SOCIAL MEDIA AND VISIT THE MOSQUE TOGETHER MORE. AS RAMADAN BRINGS COMMUNITIES TOGETHER TO COLLECTIVELY TAKE PART IN FASTING AND REFLECTION, IT PROVIDES THE PERFECT OPPORTUNITY FOR PEOPLE TO CONNECT WITH ONE ANOTHER AND SHARE THE EXPERIENCE. SIX KEY TRENDS

27 We all come together during Ramadan. It s the only time of the year we have proper family dinners Ramadan is about love and connecting together. The whole ummah becomes alive! I feel the atmosphere change. There s importance of good relations with neighbours be they Muslim or non-muslim and an overwhelming sense of community spirit and togetherness.

28 CELEBRATION EID UL FITR IS A HUGE MOMENT OF CELEBRATION, BOTH ON THE DAY AND EXTENDING TO TWO WEEKS BEYOND AS FAMILY AND FRIENDS ENGAGE IN COMMUNITY EID FESTIVALS AND VISITING AS MANY FRIENDS AND FAMILY AS POSSIBLE. THIS INVOLVES NEW CLOTHES, FEASTING AND GIFTING. THE COMMUNITY ASPECTS OF THE RAMADAN SEASON MEAN THAT THERE ARE MANY SMALLER CELEBRATION AND GIFTING MOMENTS DURING THE MONTH TOO. SIX KEY TRENDS

29 Ramadan means thirty nights of mini-eids, before one big Eid on the final day! Eid is our time of the year to get in a real festive spirit, with parties, gifts, and fooood! Eid lets us celebrate a whole month of hard work so it s important to make it really special

30 CHARITY ENGAGING IN CHARITY IS FRONT OF MIND DURING THE RAMADAN SEASON, RIGHT FROM THE FIRST WEEKS OF PREPARATION THROUGH TO EID CELEBRATIONS WITH ESTIMATED RAMADAN DONATIONS OF 100 MILLION ANNUALLY. NOT ONLY ARE MUSLIMS GIVING MORE, THEY ARE DOING MORE WITH A RISE IN CHARITABLE WORK. THEY ARE PARTICULARLY ALERT TO BRANDS THAT RECOGNISE THE IMPORTANCE OF CHARITY, AND PLAY THEIR ROLE IN THIS SIGNIFICANT PART OF RAMADAN SIX KEY TRENDS

31 Giving to charity is a fundamental part of Islam, so what better time to donate than Ramadan? The hadith 'Charity extinguishes sin as water extinguishes fire' motivates me to donate more and to do more in Ramadan

32 CAN YOU AFFORD TO MISS OUT ON RAMADAN? WE D LOVE TO COME AND TALK TO YOU WITH THE FULL VERSION OF THIS REPORT. WE RE READY.

33 SURVEY METHODOLOGY CONDUCTED AMONG 600 MUSLIMS ACROSS THE UK The survey was conducted among 606 Muslims across the UK, of which 106 were collected via Ogilvy Noor's database. With an estimated 6% incidence rate in the UK, the sample size provides a confident reflection of the broader Muslim population in the UK. The interviews were conducted online by Sapio Research in March 2018 using an invitation and an online survey. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 4.0 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

34 REFERENCES Generation M: Young Muslims Changing the World Author, Shelina Janmohamed Brands, Islam and the New Muslim Consumer Study by Ogilvy Noor Ramadan making a real difference Charity Commission A review of survey research on Muslims in Britain Ipsos MORI Office for National Statistics, 2011 Census 5 facts about the Muslim population in Europe Pew Research Center The Muslim Pound The Muslim Council of Britain Westfield enjoys strong luxury footfall during Eid celebrations The Retail Bulletin Ramadan brings 100m surge in grocery sales The Times British Muslims in Numbers Muslim Council of Britain

35 ABOUT US OGILVY NOOR Ogilvy Noor is the first and only bespoke global consultancy for engaging with Muslim audiences, advising clients, brands and organisations. Its pioneering expertise and insight is built on deep, authentic and longstanding engagement with this community. We are at the forefront of Muslim consumer trends and culture, providing analysis on the ever-changing landscape and continuing to champion thought leadership around both brand developments and consumer patterns. Our specialists possess unparalleled understanding of the Muslim consumer market worth over $2.6 trillion globally. In a world where brands remain unsure of how to tap into this booming market, Ogilvy Noor has the thought leadership, expertise and in-depth knowledge to steer clients in the right direction and open them to unforeseen creative and commercial opportunities. Ogilvy Noor s first study Brands, Islam and the New Muslim Consumer introduced the idea that faith and modernity go hand in hand, and that a young global generation of Muslims is emerging that brands need to talk to. A subsequent book by Ogilvy Noor Vice President Shelina Janmohamed Generation M: Young Muslims Changing the World brought to life the nuance, tensions and key characteristics of this audience for the first time ever. This report on The Great British Ramadan is our latest piece of thought leadership. For more information on Ogilvy Noor, please visit or follow Ogilvy Noor is a specialist arm within Ogilvy UK, home of the UK s most diverse range of creative thinkers and doers, united under making brands matter. For more information about Ogilvy, please visit

36 QUESTIONS? If you have any general inquiries regarding the usage of any of the materials in this report or would like further information, please contact: Shelina Janmohamed VP, Ogilvy Noor For any press inquiries, or for the full version of this report please contact: Sofiya Mahdi PR & Communications, Ogilvy UK Please note: All of the materials contained in this report is the property of Ogilvy. Any usage of the information in this document including imagery, statistics and narrative must be attributed to the authors of this report. No part of this publication may be reproduced or transmitted in any form without the written permission of Ogilvy.