The latest Ramadan report by TEAM LEWIS provided valuable trends and insights into how brands can effectively engage with their audience during Ramadan. How are businesses responding to these marketing trends in 2025?
Meeting the increase in demand for specific products
During Ramadan, there is an evident increase in demand for specific products. For example, as per the TEAM LEWIS report, family and packaged iftar meals saw a 69% increase in demand, specialty Ramadan desserts saw a 67% increase in demand, and clothing and fashion items saw a 45% increase in demand during Ramadan in 2024.
As such, several restaurants have started introducing new packaged Iftar meals to meet this increase in demand. For example, Dave’s Hot Chicken introduced the Dave’s Hot Box, a sharing meal to fuel Iftar gatherings. In addition, with the increase in demand for fashion items, the world’s leading fashion houses revealed their exclusive collections for the holy month of Ramadan. These include LV Mirage, Loro Piana, Alexander McQueen, Christian Dior, and others.[i]
Keeping pace with the growing social media activity
According to the TEAM LEWIS report, 72% of consumers found social media to be the most effective advertising channel during Ramadan. In addition as per the YouGov Ramadan 2025 Consumer insights report, 61 percent of consumers in the UAE and KSA plan to shop on social media this Ramadan. This highlights the importance of having a strong social media presence and engaging content to capture the attention of potential buyers.
Many brands have intensified their social media efforts to keep up with the increasing activity. For example, Carrefour, operated by Majid Al Futtaim in the UAE, has kicked off its Ramadan campaign with a series of posts highlighting its super deals and key discounts on essential Ramadan groceries and household items.
High interest in Ramadan-specific marketing campaigns
Brands are also tailoring their messaging to resonate with the spirit of Ramadan by emphasizing themes of generosity, community, and giving back. In fact, 45% of consumers are very likely to purchase products advertised in Ramadan-specific marketing campaigns, according to TEAM LEWIS.
For example, New Balance launched its Ramadan 2025 Collection with an event that celebrates authentic experiences, craftsmanship and community, core values of the holy month of Ramadan. In addition, Coach has launched its Ramadan campaign for 2025, featuring Palestinian-Chilean singer-songwriter Elyanna. The collaboration comes as Elyanna’s multicultural background and her qualities of authenticity, creativity and originality reflect the luxury fashion house’s brand purpose. This collaboration resonates deeply with the spirit of Ramadan, a time of self-reflection, cultural connection, and embracing one’s true identity.
Sustainability efforts and community initiatives
During Ramadan, brands also often launch initiatives that align with the values of the holy month, focusing on community, charity, and sustainability. For instance, Gulf Bank’s “Our Traditions Always Bring Us Together” program emphasizes the importance of unity and cultural heritage, fostering a sense of community among participants. Similarly, NBK’s “Doing Good Deeds” campaign for Ramadan 2025 involves interactive community initiatives that encourage acts of kindness and social responsibility. Dubai Holdings’ “Gift it Forward” initiative expands its impact through mindful giving, promoting the spirit of generosity and support for those in need. These initiatives reflect the core values of Ramadan.
As businesses prepare for Ramadan, it is crucial to understand and adapt to the unique consumer behaviors and preferences that define this period. By leveraging social media, creating tailored marketing campaigns, and aligning with the values of community and sustainability, brands can effectively engage with their audience and drive meaningful results.
Want to explore how TEAM LEWIS can support your brand during Ramadan? Then contact us at [email protected].
