New research reframes Ramadan from a seasonal spike to a sequence of decision-making moments across key categories
Dubai, UAE – January 2026 — Platformance, a FAST Ventures company, has released its latest industry report, Moments of Influence: Connecting With the Arab Consumer’s Ramadan Rhythm, offering a new framework for understanding consumer behaviour during the holy month.
While Ramadan remains one of the most commercially significant periods in the Middle East, the report challenges the long-held view that it represents a single peak in demand. Instead, the research positions Ramadan as a series of situational moments, shaped by changes in routine, culture, family dynamics, and timing.
Covering Automotive, FMCG, and Ecommerce, the report maps how decision-making journeys shift during Ramadan:
- Automotive purchases become slower and more collective, with family influence and trust playing a central role.
- FMCG decisions are driven by Iftar preparation, where inspiration leads, followed by a strong need for convenience and availability.
- Ecommerce and Retail activity centres on gifting and generosity, with consumers balancing value, intent, and budget as the month progresses.
The report translates these behavioural insights into practical guidance for marketers, including how to align media, content, creators, and measurement with real decision moments rather than generic campaign phases.
Commenting on the release, Hassan Shoker, Chief Commercial Officer of Platformance, said:
“Ramadan is not a spike in demand, it’s a shift in behaviour. Brands that treat it as a single moment risk missing where influence actually happens. This report helps marketers understand those moments and plan with greater relevance and impact.”
Built on behavioural data and informed by cultural context, the report reflects Platformance’s outcome-led approach to marketing, helping advertisers move beyond assumptions and plan Ramadan strategies that deliver measurable results.
The full report is now available to be downloaded here.