Ramadan holds great significance for FMCG companies in the MEA region as it marks a crucial sales period. This is primarily because consumers tend to purchase significant amounts of food and household products to prepare for the month-long fast, as well as the tradition of exchanging gifts. NeilsenIQ has released an insights calendar for FMCG brands.

FMCG companies can leverage this period to market their products and increase sales. As consumers stock up to prepare for the great breaking of the fast, FMCG companies can use these insights to their advantage.

“Thanks to our strong presence and reach across the globe and in the Middle East and Africa region (MEA), our teams can bring insights to the FMCG industry very specific to Ramadan month. The Holy month of Ramadan is a very important month for the performance of manufacturers and retailers in our markets. At NielsenIQ, we are glad to share specific Ramadan Insights from our tracked experience this month with a view across key markets in the Middle East and Africa”, comments Andrey Dvoychenkov, General Manager of Arabian Peninsula & Pakistan at NielsenIQ.

Each day, a new insight is revealed, supplying valuable information about FMCG in the MEA region and selected markets: Morocco, Egypt, KSA, and UAE Interesting facts include: – During Ramadan in the UAE, the top five fastest-growing food categories are concentrated juice, frozen/ready to bake pastries, powdered soft drinks, dried fruits, and powdered soup

– In Egypt, a drop in prices was witnessed for top non-food categories during Ramadan VS Non-Ramadan months by 14% –

There is a huge growth in Morocco of the Harira cubes variant, where demand grew during Ramadan 2022 by 88% Ramadan holds great significance for FMCG companies in the MEA region as it marks a crucial sales period. This is primarily because consumers tend to purchase significant amounts of food and household products to prepare for the month-long fast, as well as the tradition of exchanging gifts.