Analysis
Unlock Ramadan Commerce Insights – One Day at a Time!
Holiday seasons bring people together. Consumers browse online, compare prices, try new items, and choose retailers based on convenience, availability, and value. NielsenIQ helps brands understand how channels play different roles during Ramadan, identify where shoppers browse versus convert, and align execution to moments that drive impact. Every day this Ramadan, unlock a short, powerful insight to help you understand what’s driving sales and how your brand can capture the opportunity.
Use the daily insights to understand how shopper journeys shift, then work with us to translate those signals into confident cross‑channel execution.
Your Ramadan FMCG Strategy Starts Here
NIQ helps FMCG brands act on Ramadan signals by understanding how categories and shopper missions evolve during the month, enabling smarter assortment, pricing, and promotion decisions.
Use the daily FMCG insights to identify what’s changing, then work with NIQ to convert those signals into confident, in‑market execution.
Turn Ramadan T&D Insights Into Action
Ramadan reshapes when and why people buy, driven by planned upgrades, home preparation, and time‑sensitive purchase moments that vary by market.
NIQ helps brands translate Ramadan signals into action, so use the daily insights as your starting point then work with NIQ to translate those signals into smarter, more confident execution.
Day 1
Your Ramadan Insight of the Day: #1
Did you know that Ramadan consistently contributes 15% of the year’s T&D sales across the 6 markets?
“MENA 6 markets (UAE, Saudi Arabia, Turkey, Morocco, Oman and Egypt) grew by 7.4% in revenue during Ramadan 2025 when comparing to 2024.“
Day 2
Your Ramadan Insight of the Day: # 2
Did you know?
If you win in Ramadan, you win 1/5 of you annual Sales in FMCG
*Because Ramadan represents 18.5% of AME Annual FMCG Sales
Day 3
Your Ramadan Insight of the Day: # 3
Did you know?
Over the past 3 years FMCG has shown consistent Double-Digit growth in Ramadan
*With an average of 20.2% in the latest year
Day 4
Your Ramadan Insight of the Day: #4
Can you guess which of 6 markets has the strongest value growth for Ramadan 2025 for T&D?
Answer: Turkey!
Day 5
Your Ramadan Insight of the Day: #5
Did you know?
Food items constitute 82 % of what people buy in Ramadan in AME *Vs 18% going to Non-Food items vs 81.2% in non-Ramadan Periods.
Day 6
Your Ramadan Insight of the Day: #6
Did you know?
45% is the sales growth rate of FMCG E-Commerce in Ramadan. Making it the top growing channel in this period despite it relatively lower contribution vs Offline channels.
*Vs 17% in Traditional Trade & 24% in Modern Trade
Day 7
Your Ramadan Insight of the Day: #7
Did you know?
T&D consumers in the UAE, Turkey and Saudi Arabia spent even more during Ramadan 2025.
Day 8
Your Ramadan Insight of the Day: #8
Did you know?
Egypt is the country with the highest FMCG E-Commerce sales value growth – 68% fueling the channel’s growth in the region in Ramadan despite the low contribution of 1.9% to total sales.
*Followed by Jordan – 43%-, UAE -42%-, KSA – 41%
Day 9
Your Ramadan Insight of the Day: #9
Did you know?
Turkey outperformed all other 6 Markets during the holy month for T&D.
Day 10
Your Ramadan Insight of the Day: #10
Did you know?
Groceries represent ~30% of what people buy in Ramadan.
Making it the top contributing basket within the FMCG landscape in this period
*Groceries is the basket that includes FMCG products that are staples such as Pasta, Tomato Paste and Rice.
Day 11
Your Ramadan Insight of the Day: #11
Did you know?
KSA and Turkey are the top contributors to Groceries being most of what people buy in Ramadan with 26.8% and 20.7% respectively for FMCG vs 29% average across AME countries
*Groceries is the basket that includes FMCG products that are staples such as Pasta, Tomato Paste and Rice.
Day 12
Your Ramadan Insight of the Day: #12
Did you know?
The online channel contributes more than 30% of all Ramadan T&D Sales for UAE, KSA and Turkey? This highlights that omni-channel presence is a must in this key period.
Day 13
Your Ramadan Insight of the Day: #13
Did you know?
Modern Trade is showing a better growth performance vs. Traditional Trade only in the following countries during Ramadan for FMCG: Kuwait, Turkey and Kenya
*Modern Trade covers Hypermarkets, Supermarkets, Mini Markets, Pharmacies and similar formats.
Day 14
Your Ramadan Insight of the Day: #14
Can you guess the minimum growth rate of E-commerce during Ramadan across the countries for FMCG?
Answer: The lowest growth rate of E-com is +41% in KSA while Egypt is performing a growth of +68% during Ramadan
*E-commerce is available in UAE, KSA, Turkey, Egypt and Jordan
Day 15
Your Ramadan Insight of the Day: #15
Can you guess which T&D Sector outperformed all other sectors across the 6 markets in Ramadan 2026?
Answer: Home Climate Control – Air Conditioners
Day 16
Your Ramadan Insight of the Day: #16
Did you know?
Although Ramadan is always considered to be Food driven period, following countries witnessed a better performing Non-Food growth in FMCG: KSA, Lebanon and Morocco
*Non-Food categories include Personal Care, Home Care, Baby Care, Paper Products, Pet Food.
Day 17
Your Ramadan Insight of the Day: #17
Did you know?
Turkey is the country with the highest Private label share in Ramadan among AME countries for FMCG with 22.5% share driven by Food categories.
Day 18
Your Ramadan Insight of the Day: #18
Did you know?
Air Treatment & Air Conditioners are 2nd and 3rd fastest growing product groups for T&D in UAE during Ramadan?
Day 19
Your Ramadan Insight of the Day: #19
Can you guess the range of new FMCG items launched from last Ramadan till now across AME?
Answer: Between 500 to over 4,000 new SKUs were launched between last Ramadan to this in AME Countries
Day 20
Your Ramadan Insight of the Day: #20
Did you know?
In UAE, 4,369 new FMCG items were launched from last Ramadan till Ramadan 2025
*Making it the country with the highest number of new items launched among AME countries in Ramadan
Day 21
Your Ramadan Insight of the Day: #21
Did you know?
Smart Watches, Tablets and Laptops observe the strongest growth in Oman in Ramadan 2025 for T&D
Day 22
Your Ramadan Insight of the Day: #22
Can you guess the 2 FMCG categories that are common across AME countries in terms of top performing categories during Ramadan?
Answer: Confectionery and Beverages are 2 popular categories amongst fastest growing categories in AME
Day 23
Your Ramadan Insight of the Day: #23
Did you know?
Soft Drinks is the biggest FMCG category in terms of size during Ramadan for following countries: KSA, Jordan, Lebanon and Nigeria
*while it is within top 5 for all countries in AME during Ramadan
Day 24
Your Ramadan Insight of the Day: #24
Can you guess the highest growth rate for a single product group in Egypt over Ramadan for T&D?
Answer: Hot Beverage Makers
Day 25
Your Ramadan Insight of the Day: #25
Did you know?
Fastest Growing FMCG Food Category is a different category in every single country in AME during Ramadan?
*Some categories have a smaller base, yet still big enough to be shown
Day 26
Your Ramadan Insight of the Day: #26
Did you know?
Detergents is within the biggest FMCG Non-Food categories in terms of size in almost all countries in AME during Ramadan?
Day 27
Your Ramadan Insight of the Day: #27
Did you know?
Steam Cleaners outperformed all other T&D categories during Ramadan 2025 across the UAE, Saudi Arabia and Turkey
Day 28
Your Ramadan Insight of the Day: #28
Did you know?
Razor and/or Shaving Prep is #1 or #2 fastest growing FMCG Non-Food category during Ramadan in following countries: Kuwait, Turkey and Jordan
Day 29
Your Ramadan Insight of the Day: #29
Did you know?
Skin Care categories like Sun Protection, Creams and Petroleum Jellies are within top 3 fastest growing FMCG Non-Food category during Ramadan in following countries: UAE, Egypt, Jordan, Morocco and Kenya
Day 30
Your Ramadan Insight of the Day: #30
Thank you for following all 30 insights throughout Ramadan.
To support your planning and help you turn these signals into action, we’ve compiled the full Ramadan insights into one complete deck.
30 Days of Ramadan
Ramadan is a key period for consumer behavior shifts. During Ramadan 2026, we’re sharing data-backed insights on:
- What’s driving sales
- Which categories are accelerating
- How online and offline behaviors shift across markets
- What’s influencing shopper decisions
- How FMCG and Tech & Durables perform differently, across traditional trade and eCommerce.
Our insights are based on NIQ retail and omnichannel data across Türkiye, Saudi Arabia, UAE, Oman, Qatar, Egypt, Jordan, Lebanon, Kuwait, and Morocco.
