Campaign Middle East

Reinventin­g Ramadan

Ramadan spreads may look just as bountiful, but a new survey from Kantar AMRB finds GCC home makers are putting healthier and less costly food on the region’s tables

-

New research from Kantar has found that family iftar tables are getting healthier, prettier and less extravagan­t.

R amadan is changing for GCC women. Dubai-based WPP research company Kantar AMRB recently conducted a poll that reveals a shift in behaviour towards a more festive Ramadan feel, less interactiv­e family time, nutritious food, creative presentati­on and convenient meal options. AMRB says its research can help marketers design their Ramadan strategies. The research, Ramadan Connect 2.0, used 800 face-to-face interviews, five focus groups and six ethnograph­ic interviews with local women to get a picture of nuances, trends and changes in patterns.

Today’s GCC woman believes in putting together healthier meal options, be it for iftar, suhoor, dinner or snacks. From 2012 to 2016, con- sumption of healthy food has increased to 17 per cent from 10 per cent. Foods and drinks such as fruits, laban, green tea, juices, soups and salads have increased their presence on the dining table. Similarly, there is a growing focus on balanced meals to avoid the negative effects of ailments such as indigestio­n, bloating and sudden weight gain. There is also a reassessme­nt of choices to minimise wastage in line with Ramadan’s spirit of austerity and simplicity.

“The key consumer concerns that homemakers face in Ramadan focus on how to create a perfect meal without compromisi­ng on taste, quality and presentati­on,” says Edwin Coutinho, associate vicepresid­ent of Kantar AMRB. “For example, in Saudi Arabia there is a 56 per cent decrease in kitchen help in the last four years. Hence, more women have to rely on themselves to prepare meals and this puts a lot of onus on them. This requires a lot of planning in advance and we have seen a marked shift from a bulkbased buying approach to a need-based approach; that is, they plan out what they need and buy smartly. Cooking bases, such as dough and fillings, are also prepared beforehand, while more women are now on a lookout for ready meals for smoother cooking experience­s. Another trend includes ordering in – mostly limited to side dishes – and the number of dishes prepared at home has reduced to 53 per cent from 66 per cent in 2012. Out of the food consumed at iftar, 58 per cent is store-bought.”

Driven by peer pressure, particular­ly on virtual platforms, women are also finding it a constant challenge to reinvent their style. Innovative yet economic menus, fancier cutlery, snazzy presentati­on and a creative home décor add to the overall experience as well as the feel of festive dining. Decoration­s now filling the table enhance the sense of abundance around dishes. This reflects women’s sense of sophistica­tion and finesse regarding food display and their sense of personalit­y and creativity to a larger audience virtually. An increasing number of women are finding ideas on social platforms such as Pintrest and Instagram, as well as in movies.

 ??  ??

Newspapers in English

Newspapers from United Arab Emirates