Tonic Worldwide’s research division ‘GIPSI’ shares key consumer shifts shaping Ramadan 2021 for UAE, in the new normal


Tonic Worldwide’s HI+AI insight division GIPSI shares some observations of Pre-Ramadan period 2020, vis-a-vis 2021 in the UAE, across 4 behavioral shifts with implications for marketers’ quick reference

Dubai, United Arab Emirates: Pandemic didn’t stop UAE in 2020 from celebrating festivals and following traditions. While the last year saw people reacting to the pandemic limitation by quickly adapting to digital to meet the needs of the festivals and traditions, 2021 sees a more planned approach to Ramadan and Eid. Tonic Worldwide’s insights division GIPSI shares some key shifts in consumer habits shaping this auspicious period: 

  1. Shift from High on Indulgence to High on Charity

Ramadan 2021 seems to have further ignited the willingness to help the needy, with an increase of over 240% in “Charity”, in terms of conversations. 

IMPLICATION: Brands can participate in this “charity sentiment”, helping consumers feel

good about it.

  1. Shift from Binge Eating to Clean Eating 

Consumers opt for a healthier Ramadan with healthy Iftar recipes this season, having over 66% increase in searches related to healthy eating during Pre-Ramadan 2021.

IMPLICATION: Brands should make healthy celebratory.

  1. Shift from Partying more to Gifting more

The overall positive sentiment in conversations for gifting sees an upward trend with over 63% more positive sentiment towards gifting in Pre-Ramadan 2021.

IMPLICATION: Brands can amplify gifting this Eid, by helping consumers indulge in gifting

  1. Shift from Outdoor Focus to Indoor focus 

Staying indoors inspires Emiratis, with conversations around Home decor and home design seeing a boost of over 46% increase in positive conversations compared to last year.

IMPLICATION: This Ramadan, home decor is not just for Iftar and Eid parties, it is more personal. Brands, take note!

About Tonic Worldwide:

Tonic Worldwide is one of the most awarded independent digital first creative agencies with offices in India and Middle East. Tonic believes in digital experiences for people and has been recognized for work that has been result driven and stays true to its human centric philosophy. With over a decade of experience, Tonic has worked with brands across verticals that includes Sony Pictures Network, South African Tourism, AbinBev, Enamor, Dubai Maritime City Authority, Al Maya Group, Paypal, Sony PlayStation, Kotak Mahindra Bank amongst others.

Tonic Worldwide has also been certified by the prestigious Great Places to Work in 2019.