Ramadan One faith, four wallets
A 2027 playbook for the season that reshapes FMCG across Saudi Arabia, the United Arab Emirates, Egypt and Morocco
A 2027 playbook for the season that reshapes FMCG across Saudi Arabia, the United Arab Emirates, Egypt and Morocco.
Middle East and Egypt spotlight
Morocco: When tradition meets restraint
Ramadan is a journey, not a spike The 2027 playbook
Thank you for reading
Get ahead of Ramadan 2027
Idriss El Ganari
Managing Director Africa & Middle EastWorldpanel by Numerator
Ramadan 2026 arrived against inflation, higher input costs, tighter supply and – across parts of the Gulf – real geopolitical disruption. Households felt all of it. What they did not do was celebrate less. They celebrated differently: planning earlier, spending more deliberately, and protecting the parts of the basket that carry the ritual while trimming the rest.
This remains one of the most powerful consumption moments across key markets in Africa and the Middle East, and our continuous monitoring throughout 2026 has deepened our understanding of how consumers are adapting to an increasingly complex environment, helping manufacturers and retailers prepare for 2027.
In the following pages, we explore how Ramadan unfolded across Egypt, Saudi Arabia, the UAE and Morocco. While each market followed its own path, together they reveal important signals about the future of consumption in the region – from the growing importance of planning and value to the continued strength of food-focused occasions and in-home consumption.
Our teams are available to discuss these findings in greater detail and help identify the opportunities most relevant to your business and brands.
“Consumers didn't withdraw from Ramadan. They renegotiated it. The 2027 season begins long before the first fast and runs through Eid and brands that understand Ramadan as a journey and not as a spike will be the best positioned to win.”
Across the Middle East and North Africa, Ramadan continues to reshape household routines, meal occasions, shopping journeys and category demand. While the season consistently drives spikes in food, dairy and household consumption, Ramadan 2026 unfolded in a more complex environment.
Consumers entered the season facing economic pressures, price considerations and, in several markets, geopolitical uncertainty. Yet households did not stop celebrating. Instead, they adjusted how they spent, where they shopped and which categories they prioritised.
The result was a Ramadan characterised by:
Strong consumption growth
Earlier planning and stock-up missions
Selective premiumisation
Greater relevance of convenience and ecommerce
Strong focus on food, dairy and essential household products
Increased in-home consumption occasions
Ramadan in 2027 will fall even closer to the winter months, and regional volatility appears set to continue, making it even more important for companies to plan ahead.
Key Ramadan 2026 trends shaping consumer behaviour across Africa and the Middle East
Geopolitical uncertainty influenced Ramadan spending patternsRamadan coincided with heightened geopolitical tensions in March 2026, impacting consumer sentiment and shopping behaviour across several Middle Eastern markets.
Higher spending, with greater purchase intentionalityConsumers increased overall spending during Ramadan, while adopting a more planned, value-conscious approach to purchases and budgeting.
Selective premiumization over broad indulgenceShoppers continued to seek premium products and experiences, but focused spending on selected categories while remaining mindful of economic and geopolitical uncertainties.
Celebration remained central, with a shift toward at-home occasionsFamily gatherings and communal celebrations continued to be a core part of Ramadan, with a modest increase in home-based occasions, particularly in Saudi Arabia and the UAE, supported by hybrid and remote working patterns.
Digital channels became indispensable to the Ramadan journeyIn most markets, digital behaviours were fully integrated into daily life and shopping routines, spanning ecommerce, quick-commerce delivery, product research and reviews, and charitable giving platforms.
The commitment to Ramadan was identical everywhere. What differed was the economy each household carried into it – and the economy, not the calendar, decided how the season was spent.
