Ramadan 2026 Consumer Insights: 5 Key Findings Across Indonesia, Malaysia, Saudi Arabia, Türkiye, and the UAE

As Ramadan 2026 approaches, consumer routines, values, and media habits are shifting across key Muslim-majority markets. Insights reveal how everyday life is expected to change during the holy month in Indonesia, Malaysia, Saudi Arabia, Türkiye, and the UAE. These findings highlight evolving behaviors in spirituality, family life, generosity, daily routines, advertising preferences, and entertainment consumption.

1. Faith and Family Take Centre Stage

Across all five countries, faith and spiritual reflection are at the heart of the Ramadan experience. Most respondents say Ramadan represents a time for belief and introspection, with particularly strong sentiment in Saudi Arabia and the UAE. Family togetherness also ranks high, especially in Indonesia, where a majority identify family as a key part of Ramadan life.

This shared emphasis on spiritual values and family connections underscores the deep cultural significance of Ramadan beyond fasting, as people prioritize togetherness, prayer, and meaningful reflection.

2. Generosity Is a Leading Ramadan Theme

Generosity and giving back feature strongly in how people describe Ramadan. Across markets, consumers associate the month with generosity, though the strength of this association varies by country. In Türkiye, nearly half of respondents say generosity best represents Ramadan. Other markets also show sizeable shares connecting the holy month with charitable impulses and community support.

This consistent theme reflects Ramadan’s role as a period of community solidarity and empathy, as people plan not just meals and gatherings but also thoughtful acts of sharing and assistance.

3. Daily Routines Shift During Ramadan

Ramadan brings clear changes to everyday routines, especially in spiritual activities and family time. In many markets, a large share of adults say they plan to spend more time on religious and spiritual activities during the holy month. Time spent with family also increases significantly, particularly in the UAE, Türkiye, and Saudi Arabia.

These routine shifts also influence travel and fitness habits. For instance, many adults expect to travel less during Ramadan, while exercise and wellness routines often remain consistent in several markets.

The rhythm of the day also changes as people adjust their schedules around prayer times and family meals, creating a distinct daily pattern that differs from non-Ramadan months.

4. Advertising Preferences Vary by Market

Ramadan advertising that resonates as authentic varies significantly across regions. Emotion-driven storytelling tops the list in Türkiye and Indonesia, where consumers prefer heartfelt, family-centered messages in marketing. Cultural cues and community representation also perform strongly in these markets.

In Gulf markets like Saudi Arabia and the UAE, consumers prioritize local culture and special offers, as well as tangible value in Ramadan advertising. Across all countries, celebrity and influencer messaging tends to be among the least persuasive formats for Ramadan advertising, highlighting the need for authenticity and relevance in brand communications.

5. TV Viewing Peaks in the Evening

Ramadan alters media habits, especially television watching. Evening hours, especially between 7 PM and 10 PM, see the highest viewership across all markets studied. Türkiye leads with more than half of viewers tuning in during this premium evening slot.

Late-night viewing also remains significant in the Gulf region, especially in Saudi Arabia and the UAE, where a notable share of consumers watches TV or video content after dinner. These viewing patterns align with changes in daily activities during Ramadan, as social and family time around Iftar and post-Iftar moments become key engagement windows for media consumption.

What These Insights Mean for Brands and Marketers

The Ramadan 2026 insights reveal not only how life and routines shift during the holy month but also how brands can engage meaningfully with consumers across different markets. Key opportunities include:

• Aligning marketing messages with faith, family, and authenticity, especially in Indonesia and Türkiye.
• Prioritizing value-driven offers and local cultural themes in Gulf markets like Saudi Arabia and the UAE.
• Planning media and advertising around evening prime time, when viewership peaks during Ramadan.
• Designing campaigns that reflect generosity and community engagement — core values across markets.

These patterns offer a snapshot of Ramadan behavior that providers, brands, and advertisers can use to shape cultural and commercial strategies as people prepare for the holy month.

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