Can you believe that Ramadan is only a month away. It only feels like yesterday we just experienced the first digital Ramadan. And with the current situation, it looks like we might be in for a second digital Ramadan. But despite the uncertainty, 64% of consumers in the MENA region are still excited and looking forward to the holy month this year.

The COVID-19 outbreak last year has made celebrations during the holy month a challenge. The pandemic has managed to reshape how the Muslim community prepares for, lives, and celebrates the holy month. According to the report by Anghami, while 68% of consumers value spending time with their family, 46% of consumers do not plan on going out for iftar and prefer staying indoors instead.

Because of the new restrictions that are in place, 86% of consumers are planning to stay at home during Ramadan, or only go out once a week. The pandemic has given consumers in the region time to reflect on what they value most. Many consumers began to take more care about their mental and physical health. 52% of consumers have now begun working out frequently and 56.9% of consumers are now taking a keen interest on adopting a healthier diet.

This provides a great opportunity for brands to chime in the conversation and cater to their newfound interests.

Last year's lockdown brought about new habits in MENA consumers. Many have taken to cooking at home rather than eating out. 60.8% of MENA consumers cite cooking as one of their top interests. You can expect more at home cooking to increase during this years' Ramadan as 96% will be buying grocery, food and drinks instead of takeout.

Last year, multiple studies reported larger than usual consumption of media during the holy month. We can expect the consumption levels to increase this year as well as 56% of consumers reported that they're planning to subscribe to Netflix while 41% are planning to subscribe to Shahid during the holy month.

Consumers are in a different state of mind this year. They're excited at the same time cautious about how to enjoy Ramadan while staying safe and adhering to restrictions. Brands have an amazing opportunity to chime into the conversation in creative ways and engage with the consumer, especially through relevant content. This is the period where brands can foster strong relations with their audience and if they choose to let it pass by, then they'll be regretting it for a very long time.