Background

Ramadan and Eid are very important moments for Muslims in Indonesia. Many unique traditions & consumption occur during
these times. Through this survey report, JAKPAT tries to catch these trends to find out what respondents are planning in
Ramadan and Eid so it can provide insights to marketers in planning market strategies.

Research Details
Data Collecting & Analysis Research Objectives
• 1.208 JAKPAT respondents involved Knowing the respondent's plans for Ramadan,
• Respondent criteria: Islam homecoming, and Eid:
• Media or platform accessed
• Data collecting was done on: March 2-3, 2021
• Topics
• Margin of error below 3%
• Food & Beverage
• The questionnaires were distributed via JAKPAT • Suplement & vitamin
mobile app
• Iftar gathering
• Proportioned by Indonesian internet population
Demographic Profile
Total sample: 1.208 respondents
Gender Age Group
Religion

15-19
15.3% 18.1%
20-24
Male Female 15.5% 25-29
100% Islam 50% 50% 15.7%
30-34
17.8% 17.5% 35-39
40-44

Area
Area Socio-economic Status
• Greater Jakarta: Jakarta Pusat, Jakarta Barat,
Jakarta Selatan, Jakarta Timur, Jakarta Utara,
Kota Bogor, Kota Depok, Kota Tangerang, Kota
Tangerang Selatan, Kota Bekasi.
16.4% 24.0% 13.0%
Greater Jakarta 31.4% Lower
• Java area: Jawa Barat ( exclude Kota Bogor,
Kota Depok, Kota Bekasi), Banten (exclude Kota Java area Middle
Tangerang, Kota Tangerang Selatan), Jawa
Timur, Jawa Tengah, DI Yogyakarta. Outside Java Upper
59.6% 55.6%
• Outside Java: all areas in Sumatera, Kalimantan,
Bali, Nusa Tenggara, Sulawesi, Maluku & Papua.
Plans for Ramadan & Eid 2021
(among all respondents n= 1.208 respondents)

47% of respondents plan to travel during Eid holidays, either to go to their hometowns or just to take a
vacation. 25% of respondents said they had not decided whether to travel or not, while 28% planned
not to go anywhere.

Middle-upper segment respondents tended to

Not going to my Haven't
plan to travel, while those in the lower segment
hometown, but decided yet
tended to be more hesitant than the other two
going on vacation economic classes.

12% By SES
25%
36% 35% 30% 39%
28% 25%
Planning not to go
28% 25% 25% 22%
14%
11% 11%
anywhere
35% Lower Middle Upper
Planning to go to my hometown
Planning not to go anywhere
Haven't decided yet
Not going to my hometown, but going on vacation
Planning to go to
my hometown
Media Accessed
By total respondents
(among all respondents n= 1.208 respondents)
Daily basis Ramadhan During mudik/vacation trip During Eid

Facebook
Whatsapp, Youtube, YouTube 90% Instagram
80%
Instagram, and
WhatsApp 70% International TV channel
Facebook are the 60% During Ramadan, Islamic apps
platforms accessed by 50%
Webtoon Islamic apps
are likely to be popular. 42%
the majority of 40%
of respondents plan to access
respondents. 30%
20% them.
Twitter 10% Line
0%

Telegram Magazine/newspaper
Social media and
instant messengers
will become popular Radio Movie streaming app
platforms on Eid al- Music streaming apps
Fitr. Online news Music streaming app
and radio are likely to
stand out during the trip.
Online game National TV Channel

National TV is still an option. 46% of

respondents plan to watch it during
Ramadan.
Topics Discussed
(among all respondents n= 1.208 respondents) By Total Respondents
Daily basis During ramadan During mudik/vacation trip During eid

Beauty
During Eid al-Fitr, people 100%
tend to talk about current Updated news 90% Culinary
issues. 80%
70%
Traveling 60% Entertainment
50%
40%
30%
20%
Culinary and information
Sports 10% Family & parenting about mudik are very
0%
popular topics
Religion is the most during mudik. More than
popular topic Religious content Health (beside COVID-19) 60% of respondents plan
during Ramadan. to discuss these two.
51% of respondents
plan to talk about it Mudik route info
Health (specific for COVID-
19)

Lifestyle Mudik info

Food Consumptions
(among all respondents n= 1.208 respondents)
By total respondents

Daily basis During Ramadan During mudik/vacation trip During Eid

Biscuits
Yoghurt 100% Bread
Consumption of instant food 90%
Wafer 80% Canned fruits & veggies
such as instant noodles and 70%
Snacks seem to be popular during
Pudding 60% Canned sardines
frozen food seems to be 50% mudik and Eid trip. More than 50%
40%
prominent in Ramadan. 30% of respondents plan to consume
Peanuts Cereal
More than 50% of 20%
10% some kind of snack during the trip
respondents plan to 0%
Pasta & Spaghetti Chips and Eid.
consume instant noodles
and frozen food during Jelly & gum Chocolate & candy
Ramadan.
Instant soup Cookies (kue kering)

Instant porridge & floss Cornet

Instant noodle Frozen food
Beverage Consumptions
(among all respondents n= 1.197 respondents)

By total respondents

Daily basis During ramadan During mudik/vacation trip During eid

Maintaining body fitness is Condensed milk Flavored drinks tend to be

Vitamin C drink 90% Health & diet milk
considered one of the Traditional drink (ginger, 80% Instant coffee
popular during Eid, such as RTD
herbs)
important things 70% juice, tea bag, instant coffee,
during mudik / vacation trip. Tea bag 60% Instant tea syrup, and RTD chocolate.
50%
RTD juice & vitamin c drinks
Syrup 40% Isotonic drink
are popular during 30%
the mudik / vacation trip. 20%
RTD tea Mineral water
10%
0%

RTD milk Powdered chocolate drink

Besides mineral water, syrup
and tea bags seem to be RTD Juice Powdered coffee
popular during Ramadan.
RTD green beans juice Powdered milk

RTD coffee Powdered tea

RTD coconut water Pregnancy milk
RTD chocolate
Taking Vitamin / Supplement
(among all respondents n= 1.197 respondents)

Daily Basis During Ramadan During mudik/vacation trip During Eid

The tendency to take Calcium supplement

80%
supplements/ vitamins 70%
Vitamin C Energy drink
60%
during Ramadan is not
50%

much different from 40%

30%
regular days. 20%
Supplement for skin Fish oil
10%
0%

The herbal supplement

seems to be more popular
Not consuming anything Herbal supplement
during the trip to maintain
their body fitness.
Multivitamin Honey
After a year-long pandemic, in Ramadan 2021, people What would you consider attending
the iftar gathering?
will again hold iftar gatherings
(among all respondents n=1.197) 66%
53% 51%
Less likely
to come
12%

32%
The person / The venue The number of No consideration
group who people who will
invited me come
68%

Considerations in choosing a place to iftar gathering

55%
Likely to come
40% 38% 36%
31%
26%
68% of respondents said they might come to the iftar gathering
this year. The place is considered enough when it comes to the
invitation. Many of them are still considering health protocols COVID-19 Spacious Physical Outdoor Kids friendly At home
related. applied area distancing area preferred
from other provided
visitors
 Summary & Recommendations
• Ramadan is a moment when people want to get closer to religious things. The popularity of religious topics
and Islamic applications increases during Ramadan. The popularity of Islamic apps during Ramadan is almost
the same across all age groups.
Topics & media • Apart from religious topics, culinary is also popular in Ramadan and mudik. This trend is likely to occur among
all age groups.
• Based on age, Youtube and Instagram tend to be more popular among younger users (30 years and under)
• Facebook and national TV tend to be more popular with older respondents (over 30 years).

47% 46%
42%

36%

29% 28%
24% 27% 23% 23%
24%
18% 18% 18%
16%
14% 14% 16%
12%
17%

Daily basis Ramadhan During mudik/vacation trip During Eid

National TV Channel Islamic apps Music streaming app Movie streaming app Radio
 Summary & Recommendations
• The majority of respondents consume instant food such as instant noodles and frozen food on daily basis, and this is
likely to continue during Ramadan.
• Mudik and Eid are all about snacking. The popularity of snacks is likely to increase during these times.
Consumption • In Indonesia, syrup products are closely associated with Ramadan & Eid. This is in line with our findings. The
popularity of syrup increases during Ramadan compared to regular days.
• Talking about mudik trips, staying fit is an important thing to do. That is why the popularity of RTD juice and vitamin
C drinks and herbal supplements is quite high during this time.

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Daily basis During Ramadan During mudik/vacation trip During Eid
Biscuits Chips Cookies (kue kering) Wafer Chocolate & candy Peanuts
 Summary & Recommendations
• In Indonesia, syrup is a product that is closely associated with Ramadan & Eid. Syrup products are commonly used in dishes for breaking the
fast and also as gifts for Eid.
• The consumption of syrup in Ramadan is likely to increase. The number of respondents planning to consume syrup in Ramadan increased
from 34% of respondents to 44% of respondents
• •Entering the mudik period, the popularity of syrup has decreased, only 21% of respondents admitted to consuming it, it increased again in
Eid, 39% of respondents plan to drink syrup during Eid.

44%
39%
34%
21%

Daily basis During ramadan During mudik/vacation trip During eid

After the iftar gathering tradition was not very popular last year due to the pandemic, it seems that the iftar
Tradition gathering will be popular again. 68% of respondents plan to come if someone asks them.
 Media Accessed | By Age Range (aged 15-19)
Among respondents aged 15-19 n= 219

Daily basis Ramadhan During mudik/vacation trip During Eid

Youtube & Instagram are the two Facebook

90.0%
platforms accessed by the YouTube Instagram
80.0%
majority of respondents aged 15-
WhatsApp 70.0% International TV apps During Ramadan, access to
19 at all times, both during 60.0%
Ramadan, homecoming, and Eid. Islamic apps tends to
50.0%
Webtoon 40.0% Islamic apps increase from regular days.
30.0% About 38% of respondents
20.0% aged 15-19 plan to access
Twitter 10.0% Line this type of application.
0.0%
The number of
respondents aged 15-19 Telegram Magazine/newspaper
planning to access the
radio while traveling
tends to increase from Radio Movie app streaming
their regular days. 18% of
respondents plan to Online news Music streaming app
listen to the radio during Online game National TV apps 33.1% of respondents plan to
the trip. watch TV during Ramadan.
Media Accessed | By Age Range (aged 20-24)
Among respondents aged 20-24 n= 190

Daily basis Ramadhan During mudik/vacation trip During Eid

76% of respondents plan

to access Youtube during Facebook
Ramadan, but the YouTube 90.0% Instagram
number decreases 80.0%

during mudik. 60% of WhatsApp 70.0% International TV

respondents plan to 60.0%

access it. 50.0% 40% of respondents aged

Webtoon 40.0% Islamic apps 20-24 years plan to
30.0% access Islamic apps
20.0% during Ramadan.
Twitter 10.0% Line
0.0%

The tendency of
Telegram Magazine/newspaper 32% of respondents aged 20-24
respondents aged 20-24 to
admitted that they access music
watch TV during Ramadan
streaming applications daily basis.
is almost the same as
Radio Movie app streaming In Ramadan, the numbers will
regular days. 41% of them
decrease slightly but rise again
plan to watch TV during
during mudik. 28% of respondents
Ramadan. Online news Music streaming app
plan to access this platform during
Online game National TV apps their trip.
Media Accessed | By Age Range (aged 25-29)
Among respondents aged 25-29 n= 212

Daily basis Ramadhan During mudik/vacation trip During Eid

Whatsapp, Youtube, and Facebook

YouTube 90% Instagram
Instagram are the top 3
80%
platforms accessed by the
WhatsApp 70% International TV
majority of respondents
60%
aged 25-29 44% of respondents plan to
50%
Webtoon Islamic apps access Islamic apps during
40%
30%
Ramadan, up 14% from
20%
regular days.
Twitter 10% Line
0%
The movie streaming
application stands out during
Telegram Magazine/newspaper mudik. 30% of respondents said
that they plan to access them
The popularity of online news during the trip. The number of
during homecoming among Radio Movie app streaming these respondents tends to
respondents aged 25-29 tends to increase compared to
be higher than the younger group. Online news Music streaming app Ramadan. 20% of respondents
34% of them plan to access online plan to access them during this
Online game National TV
news during the trip. time.
Media Accessed | By Age Range (aged 30-34)
Among respondents aged 30-34 n= 215

Daily basis Ramadhan During mudik/vacation trip During Eid

Unlike the younger age group, Facebook tends to

be more popular among respondents aged 30-34
Facebook than Instagram.
YouTube 90.0% Instagram
80.0%
WhatsApp 70.0% International TV
60.0% Islamic apps are popular among
50.0% respondents aged 30-34. 42%
Webtoon 40.0% Islamic apps of this age group plan to access
30.0% Islamic apps during Ramadan.
20.0% 32% of respondents plan to
Twitter 10.0% Line access them during mudik.
0.0%

Telegram Magazine/newspaper

Radio Movie streaming apps

Online news Music streaming apps The TV viewing habits of respondents

Online game National TV aged 30-34 daily and during Ramadan are
almost the same. 50% of them plan to
watch TV during Ramadan.
Media Accessed | By Age Range (aged 35-39)
Among respondents aged 35-39 n= 187

Daily basis Ramadhan During mudik/vacation trip During Eid

Facebook is the most popular social media platform among

Facebook respondents aged 35-39 years. About 60% of them plan to
YouTube 90% Instagram
access it in Ramadan, mudik, and Eid.
80%
WhatsApp 70% International TV
60%
The number of respondents
50%
Webtoon Islamic apps who access Islamic apps tends
40%
to increase from regular days.
30%
20%
41% of respondents plan to
access it during Ramadan.
Twitter 10% Line
0%

Telegram Magazine/newspaper

National TV seems to remain the

preferred option for respondents aged
Radio Movie streaming apps
35-39. The number of respondents who
plan to watch TV during Ramadan tends
Online news Music streaming apps to rise by around 7% from the regular
Online game National TV days. 58% of respondents plan to watch
TV during Ramadan.
Media Accessed | By Age Range (aged 40-44)
Among respondents aged 40-44 n= 187

Daily basis During ramadan During mudik/vacation trip During eid

Facebook is the most popular social media

platform among respondents aged 40-44.
Facebook
YouTube 90.0% Instagram
80.0%
WhatsApp 70.0% International TV
60.0%
Islamic apps tend to
50.0%
Webtoon Islamic apps be more popular
40.0%
30.0%
among respondents
20.0%
during Ramadan.
Twitter 10.0% Line
0.0%

Telegram Magazine/newspaper

Radio Movie streaming app

Movie and music streaming apps
during mudik tend to be more
popular than regular days.
Online news Music streaming app
Online game National TV
During Ramadan, national TV is
as popular as the regular days.
 Topics Discussed | By Age Range (aged 15-19)
Among respondents aged 15-19 n= 219

Daily basis During ramadan During mudik/vacation trip During eid

For the young segment, current
issues and entertainment are
the most popular topics in their
Beauty The popularity of culinary topics
100%
daily lives. Likewise, the Updated news Culinary tends to increase when Eid. 42%
90%
majority of respondents aged 80% of respondents aged 15-19 plan
15-19 are still planning to 70% to talk about it.
Traveling 60% Entertainment
discuss these two topics during 50%
Ramadan. 40%
30%
Although religious content 20%
is quite popular during Sports 10% Family & parenting

Ramadan, it is not as 0%

popular as current issues

and entertainment. Health (beside COVID-
Religious content
19)
Information about mudik, such
as traffic information, is the Health (specific for
Mudik route info
most popular topic during COVID-19)
mudik among young groups.
Mudik info Lifestyle
Topics Discussed | By Age Range (aged 20-24)
Among respondents aged 20-24 n= 190
Daily basis During ramadan During mudik/vacation trip During eid

Current issues &

entertainment tend to be Beauty
popular topics among Updated news
100%
Culinary
90%
respondents aged 20-24 80%
years old in their daily life. 70%
These two topics remain Traveling 60% Entertainment
50%
quite popular during 40%
Ramadan. Although religious 30%
content sticks out to be the Sports
20%
Family & parenting
10%
most popular topic during 0%
Ramadan, 52% of
respondents plan to talk
about it at this time. Religious content Health (beside COVID-19)

Information about mudik tends

Health (specific for COVID-
to be the most popular topic Mudik route info
19)
during the trip. More than 50%
Mudik info Lifestyle
of them plan to talk about it.
47% of respondents plan to discuss topics
related to lifestyle during the moment of Eid.
 Topics Discussed | By Age Range (aged 25-29)
Among respondents aged 25-29 n= 212

Daily basis During ramadan During mudik/vacation trip During eid

In their daily life, culinary is quite

Beauty popular among respondents aged
100%
Updated news Culinary 25-29 years. Around 50% of
90%
80% respondents plan to talk about it
70% during Ramadan and mudik.
Traveling 60% Entertainment
50%
40%
30%
20%
Sports 10% Family & parenting
Religious content is a 0%
popular topic during
Ramadan. 54% of
respondents plan to Religious content Health (beside COVID-19)
discuss it.

Information about mudik Health (specific for COVID-

Mudik route info
seems to be a popular topic 19)
during mudik. About 70% of Mudik info Lifestyle
respondents plan to talk about
it.
Topics Discussed | By Age Range (aged 30-34)
Among respondents aged 30-34 n= 215

Daily basis During ramadan During mudik/vacation trip During eid

Culinary is the most popular

Beauty discussion among respondents
Updated news
100%
Culinary aged 30-34 years in their daily
90%
80% life and tends to occur during
70% Ramadan, mudik, and Eid.
Traveling 60% Entertainment About 50% of them plan to talk
50%
40%
about it.
30%
Not much different from Sports
20%
Family & parenting
10%
the younger age group, the 0%
popularity of religious
topics during Ramadan and
information about going Religious content Health (beside COVID-19)
home during trips tends to
increase from the regular
days and is the most Health (specific for COVID-
Mudik route info
19)
popular topic among
respondents aged 30-34 at Mudik info Lifestyle
these times.
 Topics Discussed | By Age Range (aged 35-39)
Among respondents aged 35-39 n= 187

Daily basis During ramadan During mudik/vacation trip During eid

In general, respondents aged 35-39

Beauty tend to like culinary topics. Culinary is a
100% popular topic in their daily lives,
Updated news 90% Culinary
especially during Ramadan. 64% of
80%
70% respondents plan to talk about it
Traveling 60% Entertainment during Ramadan.
50%
49% of respondents aged 40%
35-39 admit that they 30%
20%
usually talk about religious Sports 10% Family & parenting
content in their daily lives. 0%
During Ramadan, the
number increases to 61%
of respondents. However, Religious content Health (beside COVID-19)
among this age group,
culinary remains the most
Health (specific for COVID-
popular topic during Mudik route info
19)
Ramadan.
Mudik info Lifestyle

Similar to other age groups, information about

mudik is the most popular topic during the trip.
Topics Discussed | By Age Range (aged 40-44)
Among respondents aged 40-44 n= 187

Daily basis During ramadan During mudik/vacation trip During eid

Recent issues and culinary are two of
the most popular topics for Beauty
100%
respondents aged 40-44 in their daily Updated news 90% Culinary
lives, and the same trend is seen to 80%
occur during Ramadan, mudik, and Eid. 70%
Traveling 60% Entertainment
50%
40%
30%
20%
Sports 10% Family & parenting
0%

50% of respondents plan

Religious content Health (beside COVID-19)
to discuss religious topics
in the next Ramadan.
Health (specific for COVID-
Mudik route info
19)

Mudik info Lifestyle

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