Ramadan perception research

Key findings

1. Ramadan is first associated with eating: fasting, iftar, sahur and pide; women mention spiritual associations such as peace and abundance significantly more.
2. Most consumers shop specifically for Ramadan, buying deli and breakfast products and staples such as flour, pasta, oil, sugar and pulses.
3. Pınar, Muratbey and Torku lead in deli and breakfast; Çaykur and Bizim Yağ lead in staples.
4. Coca-Cola leads soft drinks and Tadım leads nuts by a wide margin; the two are consumed together after iftar.
5. Supermarkets and discount chains are the main channels; street markets are preferred more by C2 and 40–49-year-olds, online by 30–39-year-olds.
6. Dates, güllaç and Ramadan pide top the list of products consumed only in Ramadan.
7. Coca-Cola is the brand most associated with Ramadan, thanks to its iftar-themed communication.

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