Ramadan Treats ID 2025
Culinary Delights, Iftar Gatherings, E-Commerce, and Homecoming Highlight Online Ramadan Conversations in Indonesia
Ipsos Indonesia has released its latest report titled “Ramadan Treats: An Exploration of Ramadan and Hari Raya Trends.” This report explores the evolving behaviors and consumer preferences during the Ramadan periods from 2023 to 2025, based on social media conversation analysis using the Ipsos Synthesio platform.
The report reveals several dominant themes that shape online discussions in Indonesia during Ramadan: culinary experiences, social activities (iftar gatherings), online shopping, and mudik (the homecoming tradition).
Culinary Delights: A Blend of Tradition and Modern Lifestyles
Culinary topics remain among the most popular, especially during the first week of Ramadan, with discussions centered on nostalgic iftar menus. Conversations also highlight healthy meals, nutritious sahur options, and practical cooking trends such as meal kits and DIY recipes—reflecting the shift in urban lifestyles toward convenience and efficiency.
Social Moments: Reuniting with Loved Ones
The tradition of "bukber" (breaking fast together) continues to serve as a cherished moment of togetherness, with online discussions extending to entertainment activities like TikTok challenges and gift exchanges. These social moments present significant opportunities for brands to organically integrate into consumers’ lives through user-generated content (UGC).
E-Commerce & Online Shopping: Earlier and More Digital
Shopping behavior during Ramadan is shifting—consumers are starting earlier and relying more on e-commerce platforms. In 2025, around 35% of conversations around Ramadan shopping revolved around digital promotions, live shopping events, and product recommendations from influencers. Shopee, TikTok Shop, and Tokopedia were the three most frequently mentioned platforms.
Mudik: Returning to Roots
Following the easing of pandemic restrictions, conversations around mudik have surged again, particularly in the third week of Ramadan. In 2025, over 35,000 online discussions mentioned mudik. Social media has become the main platform for sharing practical travel tips, especially from mothers and healthcare professionals offering guidance for traveling with children.
Three Key Values for Brands
Ipsos identified three core values that are crucial for brands aiming to build meaningful connections with consumers during Ramadan:
Authenticity and Credibility – Honest recommendations are more trusted, especially from influencers.
Simplicity and Convenience – Consumers value practical solutions that support their Ramadan routines.
Empathy and Nostalgia – Brands that can tap into emotions and memories are more likely to drive deeper engagement.
