RAMADAN

CONSUMER
BEHAVIOR
INSIGHT
2023
Respondent Profile
We studied 2,555 respondents to understand their behavior during
Ramadan and their preparation for Ramadan 2023.

Gender: Age:
Male Female

36%

21%
20%

13%
7%
3%

<17 18-24 25-35 36-45 46-55 >56

Average Income: Job Profile:

No earnings 8% Private Employee 35%

< IDR 1,000,000 18% Entrepreneur 12%

IDR 1,000,000 - IDR 2,000,000 22% Freelancers 12%

IDR 2,000,000 - IDR 3,000,000 27% Government Employee 7%

IDR 4,000,000 - IDR 6,000,000 14% Housewife 6%

IDR 6,000,000 - IDR 10,000,000 7% Service employee 4%

IDR 10,000,000 - IDR 15,000,000 2% Professional workers 3%

> IDR 15,000,000 2% Farmers/workers/fishermen 2%

Factory employees 2%
Unemployed 10%
Others 7%

PAGE 2
40% of Respondents adjust their
work routines during Ramadan
Most of respondents adjust their work routines leaving and return early.

GO TO HOME
GO TO WORK Early Same Slower TOTAL

Early 20% 15% 4% 39%

Same 17% 34% 2% 53%

Later 4% 2% 2% 8%

TOTAL 41% 51% 8% 100%

In Ramadan 2022, most respondents waiting for fast break activities (ngabuburit) at
home, such as preparing food or watching TV. Walking around the the city park or
housing complex is more attractive than going to the mall.

Waiting to fast break activities:

Preparing food at home 45%

Streaming or watching at home 36%
Walk around to the city park/housing 34%
Reciting the Qur’an 33%
Finishing work 32%
Playing games at home 22%
Walk to the shopping center (mall) 16%

N = 2,555
Q5 How will you adjust the departure time for daily activities (work/school/other) during Ramadan? (Single Answer)
Q12. How do you usually spend your time waiting to fast break (ngabuburit)? (Multiple Answer)

PAGE 3
70% of Respondents keep
exercising during Ramadan
Even though it's Ramadan, most of respondents keep exercising, either in the
morning, afternoon or evening. Jogging, running, and cycling are the most favorite
sports in Ramadan.

Exercise routine in Ramadan:

Not exercising at all 30%
Exercise in the morning after suhoor 30%
Exercise in the afternoon before fast break 26%
Exercise at night after taraweeh hours 10%
Exercise at night after fast break at taraweeh hours 4%

Preferences for sports/exercise activities during Ramadan:

Jogging/Running 64%

Cycling 29%

Badminton 17%

Football/Futsal 12%

Weight lifting 10%

N = 2,555
Q10 How do you usually exercise during Ramadan? (Single Answer)
Q11 What is the most common exercise you do during Ramadan? (Multiple Answer)

PAGE 4
Gen Z, Millennial, and Gen X prefer to walk
around the city park or housing complex
to wait for fast break
When viewed by age generation, 3 generations preferred walking around in the
city park or housing complex as their favorite activity to wait for fast breaking, rather
than going to the mall or shopping center.

Walking around 25%

in the city park 44%

or housing 31%

23%
41% Streaming
36%

30%

Worship 40%

30%

30%
42%
Finishing
Work
28%
23%
Preparing
Meals at 42%
35%
Home
43%
23%
Gaming
34%
24%
Going to the mall
40%
or shopping
36%
center

GEN X : >42 years old Millennial : 27-42 years old GEN Z : <=26 years old
N = 2,555
Q12. How do you usually spend your time waiting to fast break (ngabuburit)? (Multiple Answer)

PAGE 5
 Millennials prefer to play badminton
and go cycling for sport activities
during Ramadan, while Gen X and
Gen Z prefer jogging/running

35% 31%
Jogging 40% Badminton 47%

25% 22%

30% 34%
46%
Cycling 47% Futsal
23% 20%

Preference time to do exercise during Ramadan

Exercise in the Exercise in the

28% 22%
39% morning after 41% afternoon before
33%
suhoor 37%
fast break

23% Exercise at night 25%

24% Exercise at night
47% after taraweeh 51%
51% after fast break at
25%
30% hours 24%
taraweeh hours

GEN X : >42 years old Millennial : 27-42 years old GEN Z : <=26 years old

N = 2,555
Q10 How do you usually exercise during Ramadan? (Single Answer)
Q11 What is the most common exercise you do during Ramadan? (Multiple Answer)

PAGE 6
Current Economic Conditions Affect
on Ramadan Preparation
The issue of unstable economic conditions have affected respondent preparations
for Ramadan this year. 20% of them is preparing savings to anticipate rising prices
during Ramadan.

The impact of economic conditions on Ramadan preparation:

Preparing savings early to anticipate price increases 20%

Optimism about the economic situation of the family and Indonesia 20%

Preparation of more funds to welcome Ramadan 20%

Switching profession to entrepreneurship due to layoffs 10%

Have to work harder as a part-time worker 10%

Finding money is more difficult 10%

More gratitude and enjoying the process 10%

Preparing myself by looking for expenses 5%

Slight economic impact on family 5%

Impact on food store sales 5%

Preparing stock before prices of groceries 5%

Issue of recession hurting jobs 5%

Still grateful 5%

Reduced rice purchases 5%

N = 2,555
Q9 Has the issue of poor economic conditions affected the way you prepare for Ramadan 2023? If yes,
how has it affected you? (Open ended question)

PAGE 7
Does the issue of weak economy
affect how you prepare for
Ramadan 2023?

"Yes, it has a significant impact. I have to

ensure that my financial condition is stable, which
means that I cannot be short of money or in debt.
To secure my income during Ramadan,
I will start a small business."

Respondent from Sukoharjo - Central Java.

"Yes, if the economy is weak, it certainly affects my

preparation for Ramadan. I have to minimize my
expenses to save the money,, which means I cannot
always buy the food or drink that I want. Instead, I
need to adjust my purchases to the amount of
savings I have in my account."

Respondent from Ambon, Maluku.

"A decrease in income has caused me to decide to

manage my expenses more carefully, so that I can
have a budget to go home for Eid al-Fitr."

Respondent from Deli Serdang, North Sumatra.

PAGE 8
60% of respondents prefer to
cook their own meals for Suhoor and
Breaking the Fast
However, there are some different habits for alternative meals of suhoor and fast
break. Frozen food is the favorite alternative for suhoor, while food delivery is the
favorite alternative for fast break.

2%
Preferred suhoor meal:
15%

Cooking from uncooked ingredients

Heating up frozen food

60% 23%
Buying ready-to-eat food from stalls/

restaurants for home via online/take-away apps

Eating directly at a restaurant or stall

Preferred fast break meal:

Cooking from uncooked ingredients 30%

Buying ready-to-eat food from stalls/restaurants

for home via online/take-away apps 63% 4%

Eating directly at a restaurant or stall 3%

Warming up frozen food

N = 2,555
Q7 For suhoor, which option would you most often do? (Single Answer)
Q8 For fast break, which option would you most often do? (Single Answer)

PAGE 9
45% of Respondents prefer
restaurants and cafés as a place
to break the fast together

The pandemic condition that is getting better has made the activity of
breaking the fast together again carried out. Breaking the fast together
at a restaurant is a favorite preference of respondents, followed by
breaking the fast together at a relative's house.

Preferred place to break the fast together.

At a restaurant 45%
Cooking a meal together at a relative's house 33%
Ordering take-away food or using an app 11%
to consume at a relative's house
Doing breakfasting at a place of worship 11%

The budget prepared by most respondent for breaking

the fast together ranges from IDR 50,000 to IDR 100,000.

46%

37%

14%
3%

< IDR 50,000/person IDR 50,000 - IDR 100,000/person IDR 100,000 - IDR 200,000/person > IDR 200,000/person

N = 2,555
Q13 When doing breaking the fast together activities other than with the family, where is the preferred place to do
this activity? (Single Answer)
Q14 What is the estimated budget that you spend for breaking the fast together (per activity)? (Single Answer)

PAGE 10
Almost 20%
of Respondents
prepared an extra budget of more
than IDR 2,500,000 for Ramadan
Welcoming Ramadan, most respondent prepare an extra budget for shopping. Most
of the respondent prepared an extra budget of more than IDR 500,000, even 20%
of them prepared more than IDR 2,500,000.

4%
17%
15%

29%
35%

< IDR 500,000 IDR 500,000 - IDR 1,000,000 IDR 1,000,000 - IDR 2,500,000

IDR 2,500,000 - IDR 5,000,000 > IDR 5,000,000

N = 2,555
Q16 How much budget do you prepare for household needs or basic needs, as well as other needs,
which usually increase during the month of Ramadan? (Single Answer)

PAGE 11
Food and beverages is the
product category with the highest
budget increase, followed by
fashion, such as clothes and shoes
Food & Beverages - 77%

Fashion - 58%

Electronics - 11%

Beauty & Health - 11%

Household goods - 8%

Furniture & Decor - 6%

Toys & Hobbies - 4%

Automotive - 3%

Books & Office - 2%

Others - 15%

N = 2,555
Q15 What items of budget usually increase during Ramadan? (Multiple Answer)

PAGE 12
However, with inflation, most of the
respondent have not felt the salary
increase:

No increase at all 34%

Not applicable to me (non-employee) 32%

Already, more than 5.5% increase in income 19%

Already, less than 5.5% increase in income 15%

N = 2,555
Q23 With the increase in prices of goods/services in 2022 and early 2023 (inflation
rate ~5.5%), has your salary been adjusted for inflation? (Single Answer)

PAGE 13
Many Special Discounts and promos
in Ramadan make respondents
buy impulsively

Fashion, food/beverages, and electronics are the top 3

categories that respondents impulsively buy.
Fashion 74%
Food & Beverages 48%
Electronics 24%
Beauty & Health 21%
Not interested in buying things 14%
without careful planning
Household goods 12%
Others: digital products, vouchers, etc. 9%
Toys & Hobbies 8%
Furniture & Decor 7%
Automotive 6%
Books & Office 3%

N = 2,555
Q24 During Ramadan, there are often special discounts or offers on items that you hadn't planned to buy
at offline stores or ecommerce. Are you usually interested? Please select 3 categories that you are
usually interested in buying without planning to! (Multiple Answer)

PAGE 14
 Many attractive offers and special discounts in malls or
shopping centers are the most influential triggers for
shopping in Ramadan.
Media that influences Ramadan shopping habits:
Seeing offers in malls/shopping centers 32%
Other advertisements on websites 18%
Content on IG, FB 14%
Content on Tiktok 12%
Content on Youtube 7%
TV ads 6%
SMS 1%
Advertisement on Billboard 1%

When looked at by age segment, Gen X and Millennials have different opinions on
the influence of TV commercials compared to Gen Z. On the other hand, Gen Z is
more easily influenced by content on TikTok

20%
24% 27%
46% 30%
44%

32% 34%
43%

See the offer Content on IG & FB Content on TikTok

in the Mall

25% 31%
42% 46%

33% 23%

Content on YouTube TV Commercials

GEN X : >42 years old Millennial : 27-42 years old GEN Z : <=26 years old

N = 2,555
Q17 What influenced you to increase your spending? (Single Answer)

PAGE 15
52% of Respondents have prepared
a special budget for hampers
Sharing hampers has become a new trend, especially for Eid al-Fitr. More than half of
the respondents have prepared a special budget for hampers with an average of
around IDR 50,000 to IDR 100,000/package.

Preparation of a special budget for hampers:

No 48%
Yes, between IDR 50,000 - IDR 100,000/package 25%
Yes, < IDR 50,000/package 15%
Yes, between IDR 100,000 - IDR 200,000/package 9%
Yes, > IDR 200,000/package 3%

Most respondents give hampers to family, relatives, and friends. In addition,

compared to office friends, neighbors are a higher priority to be given hampers.

75%
47%

28%
24%
20%
6%

Family Friends People in Neighbor Office School

need Friend Friends
(security)
N = 2,555
Q18 Have you prepared a special fund to deliver hampers/parcels? (Single Answer)
Q19 Who will you give hampers/parcels to (choose a maximum of 3)? (Multiple Answers)

PAGE 16
Hampers with a price of
IDR 50,000 - IDR 100,000 is the
most preferred for all age generations
When viewed from the age generation, the favorite choices for all generations are
packages priced at IDR 50,000 - IDR 100,000, followed by packages priced
under IDR 50,000.

24% 29%
34%

v49% v47% v46%

7%
6%
4%
20% 15% 19%

Millennial: Gen Z: Gen X:

27-42 years old <=26 years old >42 years old

Yes, between IDR 50K-100K/package

Yes, between IDR 100K-200K/package

Yes, over IDR 200K/package

Yes, under IDR 50K/package

N = 2,555
Q18 Have you prepared a special fund to deliver hampers/parcels?
(Single Answer)

PAGE 17
63% of respondents prefer
to use cash when given THR

Besides hampers, giving THR is still an option to share with relatives.

Giving THR using cash is the most preferred by respondents.

The THR sharing plan and the method of giving it:

Yes, using cash 63%
It's unusual to give THR 25%
Yes, using an e-wallet 8%
Yes, using bank transfer 2%
Yes, but not in cash but other 2%
forms of vouchers

Ramadan is also used as an opportunity for charity. 86% of respondents

allocate funds for infaq and sadaqah outside of Zakat, with a budget of
up to IDR 250,000.

< IDR 100,000 24%

IDR 100,000 - IDR 250,000 42%

IDR 250,000 - IDR 500,000 20%

IDR 500,000 - IDR 1,000,000 9%

> IDR 1,000,000 5%

N = 2,555
Q22 Do you plan to give THR to your relatives and friends? What is your favorite method that you usually use? (Single Answer)
Q21 What is the estimated total allocation of funds for infaq and sadaqah in Ramadan? (Single Answer)

PAGE 18
72% of Respondents prefer
homecoming for Eid holiday
The majority of respondents plan to visit their hometowns during the Eid
holiday, rather than vacationing to other destinations.

Destinations to visit during the Eid holiday:

- Hometown 72%
- Other cities or regions that are not hometowns 28%
In addition, most respondents do not buy public transportation tickets and hotels
for homecoming, and prefer to use private vehicles.

Transportation/hotel ticket purchase plan Preferred method of transportation

No 59% Private car 36%

Yes, Transportation only 19% Private motorcycle 30%

Yes, Hotel or lodging only 11% Train 17%

Yes, Hotel/Lodging and 11% Not going home 16%

Transportation Airplane 13%

Bus 13%

Car Rental 9%

Ferry 2%

Motorcycle Rental 1%

N = 2,555
Q27 What destinations will you go to during the Eid holiday? (Single Answer)
Q25 Will you be purchasing transportation tickets and hotels for the Eid holiday? (Single Answer)

PAGE 19
For respondents who use public
transportation or hotels during
homecoming season, 81% of them buy
tickets around 1 week until 1 month
before the day of Eid

1 week before Eid 36%

2 weeks before Eid 23%
2 weeks to 1 month before Eid 22%
1 to 2 months before Eid 13%
2 to 3 months before Eid 3%
More than 3 months before Eid 3%

N = 2,555
Q26 When will you purchase transportation tickets or hotels for the Eid holiday? (Single Answer)

PAGE 20
52% of Respondents do not plan to
extend their Eid Holiday leave
Although the Eid holiday is a great moment to gather with Family,
most respondents do not take additional leave and only utilize joint leave.

Plan to take more leave:

54%

16%
15% 15%

No Yes, before and Yes, after the Yes, before the

after the day of Eid day of Eid day of Eid

For respondents who took more leave before Eid, 63% of them took leave for 1-3
days. Meanwhile, those who take leave after the day of Eid tend to be longer,
up to 6 days.

Plan to take more leave Plan to take more leave

before the day of Eid: after the day of Eid:

1 day 23% 1 day 8%

2-3 days 40% 2-3 days 45%
4-6 days 17% 4-6 days 23%
7-10 days 14% 7-10 days 16%
More than 10 days 6% More than 10 days 8%

N = 2,555
Q29 Will you take more leave (including joint leave) than the designated holidays? (Single Answer)

PAGE 21
Most respondents prepare budget
for vehicle service
To prepare for the 2023 Eid Day homecoming trip using a private
vehicle, 64% of respondents prepared a vehicle service budget of up
to IDR 1,000,000. Then, authorized repair shops are trusted by
almost 60% of respondents for servicing.

Vehicle service budget

Yes - IDR 250,000 - IDR 500,000
23%
Yes - < IDR 250,000
21%
Yes - IDR 500,000 - IDR 1,000,000
20%
No - IDR 0
17%
Yes - IDR 1,000,000 - IDR 2,500,000
12%
Yes - IDR 2,500,000 - IDR 5,000,000
5%
Yes - > IDR 5,000,000
2%
Vehicle service place

58% Authorized dealer

repair shop

42%
Non-official repair
shop

N = 2,555
Q33 Do you prepare extra budget for vehicle preparation
and servicing before traveling during Eid? (Single Answer)

PAGE 22
Most respondents prepare extra
budget for Eid Homecoming
Based on the SES, budget spending for the Upper category
to prepare for Eid ranges from IDR 250,000 - IDR 500,000
and IDR 500,000 - IDR 1,000,000.

Meanwhile, for the Middle and Lower categories, their

average spending is in the range of less than IDR 250,000
and IDR 250,000 - IDR 500,000.

3%
5% 7% 1
%
24% 21%
25%
24% 34%
35%

15%
10% 31%
27% 9%
6% 19%
4%

Upper II - 48% Upper I - 19% Middle I - 16%

2% 4%
13%
23%
20%
38% 38%
43%

36%
24%
35%
4%
4% 7% 9%

Middle II - 10% Lower I - 5% Lower II - 2%

Budget Yes, < IDR 250,000 Yes, IDR 1,000,000 - IDR 2,500,000 Yes, IDR 2,500,000 - IDR 5,000,000
Yes, IDR 250,000 - IDR 500,000 Yes, IDR 500,000 - IDR 1,000,000 Yes, > IDR 5,000,000

N = 2,555
Q33 Do you prepare extra budget for vehicle preparation and servicing before traveling during Eid Homecoming? (Single Answer)

PAGE 23
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PAGE 24
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Ramadan
2023?
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