It is no coincidence that supermarkets and retail chains are rolling out special promotions and tailored campaigns during Ramadan, the Muslim month of fasting, prayer and reflection. According to marketing strategist Taha Riani, this is a particularly interesting period for retailers, both commercially and strategically. Eid al-Fitr, the festival of the breaking of the fast, is marked on Thursday night and begins with the sighting of the crescent moon.
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IKEA, Carrefour and Albert Heijn jump on the Ramadan bandwagon
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‘Everything for iftar and suhoor! From meat and sandwich fillings to snacks and soup,’ says Albert Heijn. Iftar is the evening meal eaten by Muslims to break their daily fast at sunset during the holy month of Ramadan. Suhoor (or suhur) is the pre-dawn meal consumed by Muslims early in the morning before starting their daily fast.
Furniture chain IKEA, meanwhile, is inviting customers to celebrate iftar together in its restaurant, whilst Carrefour has issued a leaflet full of ‘oriental flavours’. It seems more and more retailers are jumping on the Ramadan bandwagon in this way.
According to marketing strategist Taha Riani, this is part of a broader trend. ‘We live in a highly diverse society. If you look at the figures, around 4 in 10 people in Belgium have a migrant background. Around 1.2 million people have roots in the Middle East or North Africa.’
In his view, this is a group too large to ignore. ‘It would be foolish for retailers to overlook them. If 1 in 10 people in a society exhibit different consumer behaviour, it is worth exploring how to gain favour with this group.’
‘Christmas 30 times over’
During Ramadan, the shopping behaviour of Muslims changes significantly. The way they do their shopping shifts, explains Riani. 'It is often said that it is like celebrating Christmas 30 times over: meals are more elaborate and there are more dishes on the table.'
There is also a psychological aspect to it. ‘Going shopping when you’re hungry is a very bad idea. You crave everything and are more likely to buy extra products.’
Some chains are also trying to respond very specifically to people’s needs during Ramadan. For example, certain supermarkets are offering free delivery for online orders. 'That’s an interesting move,' says Riani. 'Going shopping just before breaking the fast after a long day at work is tiresome. This offer means they’re solving a specific problem.'
At the same time, flavours from other cultures are finding their way into the mainstream. 'Ask young people about their favourite dishes, and you’ll increasingly hear ‘kebab’ or ‘kapsalon’ rather than, say, stew.”
Kapsalon is a popular Dutch fast-food dish invented in Rotterdam in 2003, consisting of fries topped with döner or shawarma meat, melted Gouda cheese, salad, and sauces.
Products that used to be considered ‘exotic’ are now fully established. “Hummus is a good example of that. Today you will simply find it among the regular appetisers in the supermarket. It’s gone mainstream.”
Inclusivity versus triggers
Still, not every campaign is a success. According to Riani, many companies struggle with the choice of how explicitly to mention Ramadan. ‘This year, Carrefour opted for a magazine featuring ‘oriental flavours’, rather than ‘Ramadan Specials’ like last year. They’ve probably weighed things up: they’re trying to be more inclusive, but they’re also afraid of putting people off. They’re going for more general terms, but I don’t think that’s a good idea.’
Caution like that can backfire. 'When IKEA spoke about a ‘sunset menu’ last year, it drew criticism from the Muslim community. It doesn’t go down well if, on the one hand, you want to hide some things, but on the other hand, you want to make a commercial profit. The message from the Muslim community is: do it properly, or don’t do it at all."
The growing focus on Ramadan makes us think of other occasions when companies target specific groups for a short period, e.g. the LGBTIQ+ community during Pride Month. There is a risk there too, says Riani. ‘For many retailers, it remains a temporary campaign rather than a structural strategy. However, it is important to build a long-term relationship with these groups. They are not going to disappear from our society!’