While working hours reduce for some during Ramadan, other businesses experience their most in-demand times of the year.
There are brands that are almost synonymous with the Holy Month, whether it be traditions and customs or otherwise.
Here, we place a focus on three businesses in particular who thrive during the Holy Month.
Vimto is popular during the month of Ramadan amongst communities across the world. It’s unclear what exactly led to Vimto skyrocketing in popularity during this period, however one thing is clear – the fasting community can’t seem to get enough of it!
In 2019, for example, over 40 million bottles of Vimto were sold in Saudi Arabia during Ramadan – a 20% YOY increase. To that end, Vimto sales in the Middle East and Africa region increased by 10.6% in 2020 compared to the previous year – driven by increased demand during the month of Ramadan. Head to your nearest supermarket before Ramadan this year, and you will undoubtedly see the famous Vimto label front and center of the ‘must buy’ section.
It’s not just in the Middle East where Vimto’s popularity skyrockets, either. In 2017, UK supermarket Tesco reported a 27% increase in sales of Vimto during the month of Ramadan, compared to the same period in the previous year.
There’s just something in that purple glass of paradise that means it has to be on every Iftar table!
Bateel adds a little bit of luxury to every Iftar. The reason? Their delicious dates!
Dates are a traditional fast breaker during Ramadan, and Bateel is associated with the best of the best when it comes to the quality of their dates. It’s no surprise to see the business perform so well during the Holy Month.
In fact, the month has accounted for approximately 30% of the company’s annual revenue in recent years, which is a phenomenal return! They also report a 20% increase in sales during the last ten days of Ramadan, which are considered the most spiritually significant days of the month.
In 2019, Bateel reported that sales of its Ramadan gift boxes and hampers increased by 25% year on year, highlighting their brand positioning as a little touch of premium during the month. Their strong presence in the Middle East and North Africa region, and focus on premium products, position it nicely for the Ramadan period.
Moving away from F&B and towards the sofa this time! OSN, a household TV network name in the Middle East and North Africa, typically sees a significant increase in viewership during the month of Ramadan, which is a peak time for television viewing in the region.
For example, OSN reported a 30% increase in viewership during Ramadan year on year in 2019. This increase was driven by a combination of live sports events, exclusive Arabic content, and prime broadcasts during non-fasting hours. Adding to that, the channel also launched a dedicated Ramadan pop-up channel, OSN YHIA, in 2020 offering a range of programming related to Ramadan, including exclusive Arabic content and religious programming. The channel was well-received, with OSN reporting a 300% increase in subscribers to the channel during the month.
Overall, OSN has noted its subscription rates increasing during Ramadan, with a 20% increase in new subscriptions. They have also reported that social media engagement tends to increase during Ramadan, with a 50% increase in engagement on its social media channels during the month.
If ever there was a beneficiary of the Holy Month, it’s one of the flagship TV providers in the Middle East!
Ramadan & Business Setup
Does this article whet your appetite for business setup in Dubai? It’s clear to see how the market moves during the Holy Month, with consumers flocking towards certain products and engaging in long-held and treasured traditions. The increased time spent with family and friends also shows how products that focus on bringing people together thrive during the month.