Multicultural Marketing

Ramadan 2016 in Sweden

The Swedish retail and food industries are revving up their marketing strategies for Ramdan 2016. 

450 000 Swedes have their roots in Islamic countries, and 150 000 to 200 000 of these Swedes participate in one of the biggest muslim holidays; Ramadan. This year, the celebration of Ramadan begins on June 6th and ends on July 5th. 

With such a colossal number of people celebrating, an increase in Ramadan awareness amongst stores is on the rise. This being due to what many business owners notice as a correlation between Ramadan and increased sales. 

The reason for this boom in sales is due to the fact that the purchase of food products in particular increases drastically amongst most Muslim families. Despite the fact that most associate the holiday with fasting, this is only true during daytime. In the morning and at night is when Muslims are finally allowed to break their fast with vast amounts of food and drink. It’s not until the end of the month when they finish off the holiday by celebrating Eid-al-Fitr for tops 3 days. Eid-al-Fitr marks the end of Ramadan and Muslims perform prayer, followed by extensive gift exchanges as well as food and drink.

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In 2012, Ramadan including the three day celebration of Eid-al-Fitr brought in a 1,5 million SEK revenue, with a higher estimate for the years following. Aside from actual food, sales in clothing, toys, and similar gift options see a huge boost as well. This being due to the fact that Muslims are expected to be especially compassionate and charitable during the celebration of Ramadan. 

By being aware of Ramadan and tweaking ones business to adapt to the needs of Muslims celebrating the holiday, business owners can help their customers be way more at ease during Ramadan. Adapting products in accordance to what Muslims need or desire for Ramadan is not only respectful, but can also be hugely beneficial in terms of revenue just as one would display products according to the Christmas holidays. 

Diving down into the specifics for what products to focus on, consider the follow Ramadan-appropriate selections: fresh fruits, pastries, and sweets. Dates, jasmine rice and lamb are three popular choices for post fasting eats. In addition to this, a variety of finely decorated bowls, cloth, cutlery and paper adorned in golds, reds, purples and greens usually accompany the food at the dinner tables. 

Naturally, tobacco, alcohol and pork is to be avoided. 

Consider this inspiration for how to begin your Ramadan 2016 marketing strategy! For more information on how we at Joinville work with Ramadan campaigns, read our case study on our work with ASDA here. If you are looking for the bigger picture on facts regarding ramadan, check out our infographic for Ramadan 2016.

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Written by Stephanie Lindgren

Steph has a knack for video games, photography and urban exploration. She spends her free time in her apartment that smells of rich mahogany, and is filled with many leather bound books.