A Tale of Two Markets: How Malaysia and Indonesia Are Preparing for Ramadan 2026

Walk through a Malaysian town during Ramadan,and you’ll find a vibrant street scene buzzing with activity. Aromas fromcountless food stalls compete for attention, making it hard to pick the perfectbreaking fast meal. Cross over to Indonesia, and the focus shifts to thekitchen. Homes are alive with the sounds of cooking, and multigenerationalfamilies gather around dining tables, sharing dishes passed down throughgenerations.

Our recent study surveying 1,000 consumersacross the two markets reveals fascinating patterns in how Malaysians andIndonesians are preparing for Ramadan.

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The Rhythm of Ramadan

Ramadan is a month of reflection, devotion, andconnection. Both markets show deep commitment to meaningful observance, thoughthe data highlights different patterns in how people plan their month.

In Indonesia, 41% of respondents plan toincrease their spiritual focus compared to last year, citing terawih prayers,Quran recitation, and mosque attendance as central to their Ramadan experience.

In Malaysia, intentions are more evenly spread.While 28% plan to deepen their spiritual focus, 43% expect to maintain routinessimilar to last year. Notably, 37% mention prioritising rest andself-care—suggesting Ramadan is seen as a time for both spiritual renewal andpersonal wellbeing.

These patterns reflect how modern life, workschedules, and family responsibilities shape Ramadan practices across theregion. What remains consistent is that both markets approach the month withintention, seeking meaningful ways to observe it.

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Breaking Fast: The Great Iftar Divide

In Indonesia, breaking fast is overwhelmingly ahome affair. Half of respondents eat with family and friends, reinforcing bondsin familiar spaces. Cost considerations (37%) and spending time with loved ones(39%) indicate that iftar is less about novelty and more aboutconnection—comforting, predictable, and centered on relationships rather thanexperiences.

Malaysia tells a different story. Over a thirdactively seek variety during Ramadan—dining out, exploring bazaars, anddiscovering new food vendors. The Ramadan bazaar has evolved from a practicalstop to a nightly festival, a social and cultural event. Malaysians visitbazaars at more than twice the rate of Indonesians and are significantly morelikely to dine at restaurants during the holy month.

This reflects a cultural shift: Ramadan is notjust a month of abstinence, but a celebration of culinary heritage andcommunity. Yet there’s a paradox: 52% of Malaysians report being morebudget-conscious this year. Experience matters, but so does value—a tensionbrands must navigate carefully.

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The Digital Marketplace: Same Tools,Different Adoption Curves

E-commerce has transformed Ramadan shopping inboth markets, but adoption varies.

Indonesians have leapfrogged traditionalbanking, with 77% preferring e-wallets for purchases. This shows a societyembracing mobile-first financial services, with credit and debit cards playinga minor role.

Malaysia, with a more mature banking ecosystem,shows a diversified landscape. E-wallets are popular, but debit (30%) andcredit cards (26%) remain significant—consumers are digitally savvy but stilltied to traditional systems.

Social commerce is booming in both markets.TikTok Shop captures 42% of Malaysian Ramadan shoppers versus 33% in Indonesia.Social commerce changes the journey from searching for products to discoveringthem via entertainment, influencers, and algorithmic serendipity.

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Home Economics: What Shopping BasketsReveal

Indonesian shoppers focus on groceries andcooking ingredients (45% of spending), reflecting their home-centered iftar.Malaysians spend less on groceries (36%) but invest heavily in kuihRaya—festive cookies that serve as gifts, social currency, and art. They alsopurchase home decorations at eleven times the rate of Indonesians.

These differences suggest Malaysians approachRaya preparation as a creative, aesthetic project—turning homes into stages forcelebration—while Indonesians emphasize culinary labor and family togetherness.

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What This Means: Beyond the Data

In Malaysia, focus on experience andconvenience. Highlight variety, create Instagram-worthy moments, and makebazaar-quality food accessible via delivery. Tap TikTok’s momentum and offerindulgence at accessible price points. Messaging should reflect lifestyleswhere spirituality and convenience coexist.

In Indonesia, prioritize family, tradition, andvalue. Early-bird promotions resonate because shoppers plan ahead. E-walletintegration is essential. Celebrate the home as the center of Ramadan andenable meaningful family moments. Credibility comes from understanding thathospitality and togetherness are the ultimate currencies.

Across both markets, promotions matter—56% citethem as their top purchase driver—but Ramadan shopping is never purelytransactional. It is bound up with identity, memory, and meaning.

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The Bigger Story

Malaysia and Indonesia illustrate how traditionadapts to modernity in different contexts. Indonesia preserves and intensifiesclassical forms of observance while embracing digital tools. Malaysiahybridizes, keeping the spiritual core while reimagining Ramadan for urban,professional, wellness-conscious lives.

Neither approach is more authentic. Bothreflect how Muslim communities navigate the tension between heritage andchange, between what Ramadan has always meant and what it can mean in 2026.

For brands seeking connection, the lesson isclear: understand the cultural logic behind consumer behavior. Know not justwhat people buy, but why—and what it reveals about their families, faith, andidentity.

Ramadan 2026 is almost here. The data shows howpeople are preparing. The real question: are brands ready to meet them wherethey are?

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About the Study ‍

The Malaysia Ramadan Raya Consumer Study 2026 surveyed 1,000 Muslim consumersacross Malaysia and Indonesia in January 2026, exploring various aspects oftheir Ramadan and Hari Raya practices. The study examined spiritual intentions,breaking fast preferences, shopping behaviours, spending priorities, bazaarattendance, and celebration plans. Using a consistent methodology, it providesa comprehensive view of how Malaysian and Indonesian consumers are preparingfor and planning to observe Ramadan and Hari Raya in 2026.

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