Spotlight*Jordan – The 2024 Ramadan Handbook


Ipsos is thrilled to share the latest report from the Spotlight series titled “the 2024 Ramdan Handbook”.

This report takes you through different aspects related to consumer behavior during the holy month of Ramadan. The report covers information areas such as change in lifestyle, eating habits, shopping behavior and attitudes towards advertising.

Most importantly, we identify and explore five unique Ramadan personas of Jordanians illustrating their different lifestyles during the Holy Month: “The Content Explorer”, The Passionate Shopper”, The Social Connector”, “The Festive Spirit” and “The Self Nurturer”.

On a regional level, “The Content Explorer” (26%) makes up the largest persona, where people who fit this persona are digital enthusiasts who actively engages with Ramadan-focused programs and social media content. In the Kingdom however, The Passionate Shopper, A shopping lover who indulges in the busy markets and attractive deals during Ramadan, represents more than 1 in 4 Jordanians. More details can be found in the attached and on our website:

A comparative “MENA” report, and a detailed report for Jordan that includes further breakdowns by demographics is attached.

Our Ramadan Handbook is also available for KSA, Egypt, UAE, Kuwait, and Morocco.

Hope you enjoy the read and Ramadan Kareem!