dried food! What do Middle Eastern consumers most want to buy during various periods of Ramadan?
In the eyes of ordinary sellers, Ramadan is a peak season that looks very prosperous but doesn't quite understand where it is. In the eyes of senior barley, Ramadan can be divided into four stages.
Taking Ramadan in 2021 as an example. Unlike in previous years, the four stages occur before Ramadan, during Ramadan, towards the end of Ramadan, and during the celebration of Eid al Fitr. However, there are different consumption behaviors at each stage, and the search content of consumers has changed at each stage.
Before the start of Ramadan, people hoarded goods like Chinese people hoarding New Year's goods. The kitchen was the core, and family decoration was the key. During the preparation period for Ramadan in 2021, the search for "cooking utensils" increased by 50%, the search volume for "air fryers", "grocery stores", and "electric ovens" increased by 25%, and the search content for "Ramadan decorations" increased by 160%. The most distinctive symbols are traditional lanterns and stars, and lighting fixtures are also very important decorations during Ramadan.
Strengthening emotional connections with family and friends is also one of the core themes of Ramadan, so in the preparation stage, the focus is on entertaining guests, but more emphasis is on kitchen utensils and home cooking.
During Ramadan, the search volume related to self-care begins to increase, and people will free up more time to take care of themselves. The search volume for greeting cards and Ramadan discounts is also high.
During Ramadan in 2021, the search volume for "moisturizers" increased by 35%, and the search trend for "yoga mats" increased by 40%. However, the search for "Ramadan greeting cards" increased by 180%, and the keyword search for "Ramadan discounts" increased by 85%.
During this period, everyone is more focused on preparing for Eid al Fitr, and 'my time' has become a more important priority. At the same time, we are also sending good wishes to our loved ones and seeking discounts for Ramadan.
At the end of Ramadan, people are busy preparing for Eid al Fitr. As one of the largest celebrations in Central and Northeast Africa, Eid al Fitr is planned early and people shift their attention to finding clothing that suits them and finding discounts.
And in 2021, there is an interesting new trend where consumers are seeking more convenient payment methods. The search volume for "buy before pay" has increased by 110%, the search for "Eid al Fitr discount" keywords has increased by 355%, and the search trends for "Eid al Fitr makeup" and "Eid al Fitr dress" have increased by 155% and 170%, respectively.
As in previous years, consumers will look for fashion items and gifts during the preparation for Eid al Fitr, but there is a trend towards seeking new payment methods.
Finally, we have entered the final stage - Eid al Fitr. Connecting with family and friends is the core of this special period's celebration. Relaxation surpasses home entertainment, resulting in an increase in the number of downloads and active users of delivery apps. In 2021, the number of active users of delivery apps increased by 35%, while the number of downloads of delivery apps increased by 64%.
People also hope to look the best when spending more time with their loved ones, resulting in a 45% increase in search volume for "beauty" and a 50% increase in search keywords for "hairstyle".
During Ramadan, automation is used to adjust advertising content to better match consumer needs. Consumers will seek creativity, inspiration, discounts, and Amway recommendations through videos during the month. During Ramadan in Central and Northeast Africa in 2021, the search for "advertisements" on YouTube increased by more than 13 times. The three most watched YouTube videos in the United Arab Emirates, Saudi Arabia, and Egypt are also advertisements.
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