Today's Edition
SARA ALZAABI (ABU DHABI)
Spirituality is the most revered attribute of the Holy Month of Ramadan, according to the 2025 Ramadan Handbook recently published by Ipsos, a leading global market research company.
The handbook examines the effects of the Holy Month on spiritual practices, lifestyle changes, as well as consumer behaviours in the UAE.
The study featured 500 respondents who view Ramadan as a transformative time when spirituality, charity, and community interaction take precedence.
About 32% of participants indicated spirituality to be the most cherished aspect of Ramadan, followed by fasting, 23%, iftar, 16% and socialising with the family 8%.
Eight per cent of participants highlighted Ramadan's atmosphere as what they love most. Respondents in the survey also favoured reciting the Quran, 4%, Taraweeh prayer, 4%, and charity and good deeds, 2% as treasured features of the holy month.
The study finds that 76% of respondents termed charity as the focus of the month.
While 67% of survey respondents indicated they devote more time to spirituality during Ramadan, 74% said that the month requires stricter self-discipline in physical activities and the adoption of better wellness habits.
Seventy-three per cent even regard this month as a time to reset bodily habits.
Ramadan also brings some changes to one's everyday activities and routines, particularly sleeping hours. The study says that 55% of respondents state that they experience a decline in sleep, whereas 28% are still sleeping as usual. However, 32% of the people answered that a higher productivity level has been achieved.
Another key aspect of the holy month is family gatherings. The study highlights that 83% of respondents spend more time with family than with friends during Ramadan, turning eating into a communal experience.
Along with that, consumer behaviour changes so drastically during Ramadan. Sixty-five per cent of the surveyed planned their shopping for the month and 60% of respondents turned to various online platforms to be informed about brands.
It also revealed that three in five choose in-store shopping during Ramadan over online shopping.
Forty-six per cent of the respondents indicated that they tend to save more money in the months leading up to Ramadan to prepare for the increased expenses.
Despite financial preparations, more than half of the respondents, 55%, say they experience a rise in spending during Ramadan.
