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
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.
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.
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.