The digital advertising agency Gramica, led by ANAIS GIROD, has just conducted a study to understand consumer habits during Ramadan.
The results of the study* show that during Ramadan, the tradition of home cooking is almost unanimous among those interviewed (96% say they prefer home-cooked meals), particularly when it comes to trying new local recipes (59%).
Consumers say they are willing to significantly increase their budget for this occasion, with 36% saying they will increase it by 25% and 31% saying they will increase it by 50%.
84% of respondents say they give gifts during Ramadan. Ramadan gift baskets are the most popular, with 34% saying they prefer Ramadan gift baskets, 17% prefer gifts in kind, 10% prefer cash gifts, and 39% have no preference.
62% say they choose their own products rather than ready-made baskets. When putting together their baskets, basic necessities (for 60% of respondents) and fruit and fruit juice (for 20% of respondents) are the products most often chosen for Ramadan baskets.
Finally, it is interesting to note that even though 59% of respondents take the opportunity to make cash donations in person, more than half (52%) of those interviewed also say they make more money transfers on this occasion
. The fieldwork for this study was carried out using a self-administered questionnaire between March 21 and 31, 2022, among 1,181 men and women aged 15 and over in Burkina Faso, Côte d'Ivoire, Cameroon, and Senegal, via the AfricaPanel Access Panel.