IPSOS THOUGHT PIECE - RAMADAN 2026

Ramadan is no longer just a moment in the calendar, it’s becoming a season of opportunity for brands. 

With fasting taking place during cooler months, consumers maintain higher energy throughout the day, seamlessly blending social activities with shopping. This increased energy also means that shopping begins weeks in advance, driven by emotional motives such as preparedness and gifting. 

Brands that engage early and consistently, focusing on the values behind consumer decisions rather than just discounts, can make a stronger impact. Digital platforms, particularly TikTok, play a key role in shaping modern Ramadan behaviors through creative and engaging brand experiences.
By aligning strategies with these shifts, brands can better meet evolving consumer needs throughout the season. 

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