By Maj Hussain, Halal Incorp
Growing up in the UK Ramadan was always a spiritual time of the year which revolved around reflection, charity, ‘cleansing of the heart’ and a reenergised focus on oneself.
Beyond my Muslim colleagues and some non-Muslim friends in the corporate office environment for example there wasn’t a colossal awareness of Ramadan as such especially in the early days.
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Fast forward the clock in recent years there has been an amalgamation of Ramadan and the commercial space especially amongst mainstream businesses in some instances.
Over the last decade or so, I started seeing Ramadan campaigns, signs and intercontinental isles in British supermarkets. It’s good to see mainstream brands and stores trying to appeal to Muslim consumers.
However, at times it can feel superficial. Over the last decade there have been major supermarkets who have made gaffes related to Ramadan campaigns next to Pork products, which were spotted by keen shoppers.
These types of blunders can lose the trust of Muslim communities and push negative ideas around corporate firms and tick box exercises. In the UK where I am based there is currently a British Muslim population of around 4million + and this is estimated to continue to grow in the coming decades. There are cities like Birmingham, Bradford and Manchester which have fast-growing Muslim diaspora.
Much of this growth is coming from under 25-year-olds. The Muslim youth concentration is a space for market growth which corporates can tap into in the form of Generation M as Shelina Jan Mohammed described Generation M are keen to embrace brands which can cater for their religious orientated and product needs.
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This year Ramadan has started in March it normally starts around 11 days earlier than the current date year on year. So, in a few years’ time Ramadan will take place during the Christmas festive season. Ramadan is a period of around 29/30 days where Muslims fast from dawn to dusk. It is the ninth month of the Islamic lunar calendar.
Ramadan does have an effect on Muslims, business and the working environment wherever they are observing the holy month across the globe.
Business Operations and Practices
During the fasting period nations which have a majority Muslim population tend to reduce working hours or make amendments for their staff. This can be observed in GCC countries like Qatar, the UAE & Oman amongst other countries.
This considerate type of accommodation for the Ramadan period is beneficial for the wellbeing of employees and allows them to observe the period more effectively.
In contrast to non-Muslim majority areas such as the UK or Europe this is not the case. However, there are opportunities such as flexi working which exist already that Muslim employees can tap into, to maybe start their work shifts later in the morning for example.
Some companies may allow this but not all. Flexible companies in Europe have some awareness of cultural sensitivity and may provide other working adjustments such as remote working options during Ramadan.
Commerce Patterns and Consumer Behaviour
The Holy month of Ramadan can influence consumer behaviour. Many stores have special offers and marketing campaigns within local communities promoting discounts and special offers on products. Items such as dates, soft drinks, lentils, meat, frozen foods/snacks & oils are popular during this period.
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Many people from the Indian Sub-Continent for example tend to cook tasty treats such as samosas frying them in oil. These are regular staples for Iftari (opening of fast).
Charities also tend to obtain large amounts of donations from Muslim patrons during Ramadan. It is often the most important time for charities. Zakat is a pillar of the Islamic faith and involves Muslims donating 2.5% of their wealth to the poor or those most deprived. In the UK British Muslims donate more than £100 Million to charity during Ramadan, a staggering and significant number.
Muslims are also the most likely faith group do donate larger amounts of their wealth for people in need. Therefore, charities accrue colossal amounts of revenue for their operations during Ramadan.
Across the globe every Ramadan we also see community iftars in places like Istanbul, where people break their fasts in public and eat together in outdoor spaces. We see similar occurrences in places such as the UAE where generous individuals donate money for food to be cooked and shared amongst those fasting.
We also see large number of Muslims buying gifts and products to give to their families during Ramadan and Eid. This type of consumer behaviour contributes significantly to local economies worldwide.
“Ramadan’s Impact on Consumer Behaviour
- Food delivery orders peak between 8:00 PM – 11:00 PM.
- 53% of UAE and Saudi consumers prefer shopping online after Iftar.
- Google reports a 110% increase in shopping-related searches during nighttime.”
(Aldakny, J. 2025)
These consumer trends showcase that the Ramadan period can be lucrative for commercial business opportunities if done right.
Whether Ramadan is being observed in Dubai, London or Jakarta it is one of the most important time periods on the annual Muslim calendar.
Ramadan offers hope of spiritual recharge and an opportunity for the faithful to bring themselves closer to their faith.
Beyond this Ramadan also plays a major part in potential for commercial and business wealth accumulation. When undertaken in a culturally sensitive, understanding and relevant manner businesses stand to benefit tremendously.
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Opinion Piece By Maj Hussain, Director Of Halal Incorp
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