How Ramadan Influences Food Purchases In The UAE

During Ramadan, food is more than just sustenance; it symbolizes togetherness, tradition, and mindful consumption. At my UAE-based enterprise, Localy, we’ve observed distinct shifts in grocery shopping habits that reflect the essence of the holy month. From an increased demand for fresh, locally sourced produce to changing delivery patterns, Ramadan reshapes the way consumers shop for food.  

A Taste Of Tradition: The Role Of Fresh Produce  

Local produce takes centerstage in Ramadan shopping carts. Dates, a staple for breaking the fast, remain the undisputed favorite, while fresh cucumbers, tomatoes, and blueberries see a notable surge in demand. Bananas and leafy greens also gain popularity as consumers seek wholesome ingredients for iftar meals. These preferences align with the spirit of Ramadan, where families prioritize fresh, nutritious foods that bring both comfort and vitality after a long day of fasting.  

Bigger Orders, More Gatherings  

Ramadan is a time of generosity and communal meals, which directly influences grocery shopping behavior. Localy’s data reveals a marked increase in both order size and frequency as households stock up for large iftar gatherings. The heightened demand reflects not just a need for ingredients but a deeper cultural practice, i.e., sharing abundant, nourishing meals with loved ones.  

Alexandra Popa, Senior Digital Marketing Manager at Localy. Image courtesy Localy.

The Shift To Locally Sourced Goods  

Consumers become more intentional about their purchases during Ramadan, with a strong preference for fresh, seasonal, and locally sourced foods. The demand for UAE-grown produce rises significantly, driven by a desire to support local farms and embrace sustainability. Tomatoes, cucumbers, lettuce, and locally farmed chicken see a noticeable uptick in sales, reinforcing the growing movement toward homegrown food options.  

Timing Matters: When Do People Order?  

Shopping habits adapt to the rhythms of the holy month. Localy sees a rise in evening orders, particularly after iftar, as families prepare for the next day’s meals. Extended delivery windows accommodate the late-night culture of Ramadan, ensuring that fresh groceries are readily available when they’re needed most.  

Health And Mindfulness In Food Choices  

Ramadan is a period of self-reflection, and this extends to food consumption. Consumers exhibit a heightened focus on health and wellness, opting for organic, fresh, and high-quality ingredients. There’s a shift toward mindful eating, with a preference for nutrient-dense foods over processed options.  

Sustainability: A Growing Priority  

With a stronger awareness of environmental impact, shoppers gravitate toward sustainable choices, i.e., choosing minimal packaging and locally produced goods. Ramadan’s emphasis on gratitude and giving back aligns with this shift, as people become more conscious of how their consumption habits can support local farmers and reduce waste.  

Through these evolving trends, it’s clear that Ramadan reshapes not just eating habits but also the way people think about food. At Localy, we’re committed to making fresh, high-quality produce accessible, helping families celebrate the holy month with ingredients that are as nourishing as the traditions they uphold. 

This piece is an edited excerpt from Consumer Behavior in Ramadan: A Deep Dive into Food, Sustainability, and Appliances, an in-depth whitepaper exploring the shifting consumption habits during Ramadan released by 7awi Media Group, the UAE-headquartered media house behind Inc. Arabia. Check out the full report by clicking here.   

About The Author

Alexandra Popa is a seasoned marketing professional with over 20 years of experience spanning hospitality, fast-moving consumer goods, and technology. Currently serving as the Senior Digital Marketing Manager at Localy, the go-to place for mindful consumers in the UAE, Alexandra specializes in crafting innovative strategies that drive business growth, enhance customer loyalty, and leverage digital transformation.