Tonic Worldwide's research division 'GIPSI' shares key consumer shifts shaping Ramadan 2021 for UAE

Tonic Worldwide's HI+AI insight division GIPSI shares some observations of Pre-Ramadan period 2020, vis-a-vis 2021 in the UAE, across 4 behavioural shifts with implications for marketers' quick reference
By: Yardstick
April 8, 2021 - PRLog -- Dubai, United Arab Emirates-  Tonic Worldwide's insights division GIPSI shares some key shifts in consumer habits shaping this auspicious period
Shift from High on Indulgence to High on Charity

Ramadan 2021 seems to have further ignited the willingness to help the needy, with an increase of over 240% in "Charity", in terms of conversations.

IMPLICATION: Brands can participate in this "charity sentiment", helping consumers feel

good about it.

Shift from Binge Eating to Clean Eating

Consumers opt for a healthier Ramadan with healthy Iftar recipes this season, having over 66% increase in searches related to healthy eating during Pre-Ramadan 2021.

IMPLICATION: Brands should make healthy celebratory.

Shift from Partying more to Gifting more

The overall positive sentiment in conversations for gifting sees an upward trend with over 63% more positive sentiment towards gifting in Pre-Ramadan 2021.

IMPLICATION: Brands can amplify gifting this Eid, by helping consumers indulge in gifting
  1. Shift from Outdoor Focus and
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