They don’t all eat shawarmas and samosas: How do you effectively market to Muslims during Ramadan?
Photo: ISTANBUL, TURKEY, 17 January 2015: Man cooking shawarma / Knyazevfoto / Shutterstock.com
The Ramadan season in Muslim-minority countries such as the United Kingdom now has all the hallmarks of a multi-faceted celebration, complete with its own shopping season.
Each year, the Ramadan season ushers in special product launches and new activities anchored in values of sharing and learning. According to research by consulting firm Euromonitor, brands are now actively participating in educational and community-led Ramadan activities to engage with Muslim consumers.
Euromonitor’s report ‘Ramadan and Consumers in 2014: Eating, Travelling and Sharing’ explained: “Ramadan celebrations are noticeably expanding to regions such as the Americas and western Europe, even in cities with small Muslim populations. Using the [Ramadan] month to address this client segment may foster year-round loyalty among them.”
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Alicia Buller