New Food Comms: Iftar’s Spirituality, Family Recipes & Fasting Pain Points

With iftar being a daily ritual and Muslims preferring home-cooked food to deliveries during Ramadan (Toluna, 2025), culinary activations chime across consumer segments. FMCG brands and supermarkets are creating civic-commerce-anchored campaigns, providing easy solutions to fasting pain points and conveying comfort amidst a VUCA world via inherited family recipes.

Beauty & Wellness Brands Support Temporarily Altered Routines

Showing solidarity with Ramadan observers who are keen to ensure their health doesn’t suffer during the restrictions of the holy month, savvy beauty and wellness brands are creating social media explainers and tutorials on how to solve common fasting side effects, such as dehydrated skin and indigestion. Others depict breaking the fast on the job – a reality for many Muslims.

Branded Beautytainment

Keying into the rise in YouTube viewership during Ramadan, beauty brands are creating soap-opera-style dramas on the platform, embracing a production company mantle as product placement takes a back seat to heavy emotional issues besetting young protagonists, including struggling with their religious devotion and caring responsibilities. These creations are particularly resonant during Ramadan, when family dynamics are amplified. 

Comfort-Blanket Comms: Pop-Culture Parodies

Brands including Apple and UAE-based homeware retailer Homecentre are lovingly spoofing retro TV formats, such as soap operas and riddle-based game shows – both staple viewing during Ramadan when TV consumption rises (see Key Stats). These campaigns connect with audiences nostalgic for Ramadans of yesteryear who think the spirit of Ramadan has diminished.