50

How Gen Z Plans for Ramadan & Eid Al-Fitr in 2023?

Ahead of the holy month of Ramadan, most Generation Z (Gen Z) are planning to increase their spending budgets in 2023 compared to 2022. So one of the findings in the report released by Jakpat, entitled Welcoming 2023 Ramadan and Eid. This report presents the results of a survey to 1034 Muslim respondents throughout Indonesia, especially in the Greater Jakarta area and Java area. Respondents consisted of 50% women and 50% men, as well as 34% of Gen Z, 48% of Millennials, and 18% of Gen X.

“Most of the Millennials segment also stated similar plans to Gen Z, namely to budget more than 2022 for Ramadan and Eid al-Fitr needs this year, it’s just that there are still some Millennials who allocate the same amount of budget compared to 2022. The increase in Gen Z’s budget could be driven by the fact that Gen Z is starting to have enough personal income and savings from their work,” explained Aska Primardi, Head of Research Jakpat.

Aska also added, “In addition to fulfilling religious obligations such as fasting and paying zakat, another activity that many people want to do in Ramadan, especially Gen Z, is to participate in iftar gathering events. After the pandemic is over, it seems that the longing to gather and break fasting together is unstoppable, so everyone wants to gather in an iftar gathering event. This is what is welcomed by all restaurant and hotel business actors who have since started promoting iftar gathering activities in their places.”

If not attending iftar gatherings or bukber, 54% of Gen Z claim to be interested in using food delivery services to prepare food for iftar. However, the interest of Gen Z is still relatively lower when compared to the older generation, Millennials and Gen X.

Gen Z and Ramadan & Eid Traditions

As is common during Ramadan and Eid al-Fitr, where Muslims often wear new clothes during the celebration day, most people plan to buy clothes (88%), prayer equipment (66%), footwear (60%), and fashion accessories (55%) this year. In addition, in Gen Z, interest in buying beauty products is also quite high (45%) when compared to the older segment. People also tend to shop online, especially for fashion products. However, for the purchase  of hampers or Ramadan and Eid al-Fitr gifts, the majority of people claim to buy directly from the store.

The giving of hampers is done to show affection which in recent years has become increasingly popular due to the Covid-19 pandemic. According to the survey results in the 2022 Ramadan and Eid al-Fitr report by Jakpat, giving hampers is a substitute for physical presence when experiencing limitations to meet with other people directly. However, about 1 in 5 young people (Gen Z and Millennials) also consider  giving hampers as a symbol of social status. In Ramadan and Eid al-Fitr this year, 34% of Gen Z plan to prepare a budget to buy hampers. The budget prepared by the majority of Gen Z is no more than Rp250,000 for each package of hamper. Even 28% of Gen Z prepare a budget below Rp100,000 for each package.These hampers will generally be in the form of cookies and then followed by ready-to-eat foods, such as kue basah or traditional snacks, cakes, side dishes, and bread.