Shopee has topped the list of brands that Malaysian Muslims are buying from ahead of Ramadan, with 70% of Muslims purchasing from the brand in the last 28 days while 60% of the national population buy from it. YouGov mainly compared the difference in customer scores between Muslims and the overall national population. The customer scores measure what brands consumers have been purchasing from in the past 28 days.
In addition to Shopee topping the charts with a 10% difference, Bank Islam and Oreo rounded up the top three with a difference of 8% between Muslims and the overall national population. According to YouGov, Muslims were more likely to buy from Bank Islam and Oreo compared to the overall national population. Meanwhile, Muslims were also more likely to buy from KFC and Safi compared to the other consumers in Malaysia, each posting a 7% difference in customer score.
Personal care brands are also popular, with local Halal-certified Safi and global hygiene brand Lifebuoy. With all of Malaysia likely to be social distancing or stuck at home for Ramadan, streaming brands fare well with local media giant Astro and subscription video-on-demand service iflix also making the list.
Meanwhile in Indonesia, beverage brands took precedence in consumer spending for Ramadan. Known for its popular annual Ramadan ads, sweet tea brand Teh Pucuk Harum topped the list with a difference of 6% between Indonesian Muslims and the overall national population. This was followed by Japanese probiotic beverage brand Yakult with a 5% difference, and sweet tea competitor Tek Kotak with a 4% difference.
The rest of the top ten is rounded up by brands to prepare Indonesian Muslims for the month ahead. Personal care brand Rexona Men came in fourth, followed by convenience store franchise Alfamart. Shoe brands Bata and Nike also fared well. Cooking oil brand Bimoli was ranked seventh, while white goods manufacturer Toshiba and Indosat came in ninth and tenth.
YouGov APAC's head of data products, Ervin Ha said for Muslims worldwide, Ramadan marks a significant occasion of prayer and celebration.
"While this year’s Ramadan will differ greatly in light of the COVID-19 pandemic, consumers in Malaysia and Indonesia are still spending on the goods and services to prepare for this holy month. With month-long fasting ahead, it is perhaps unsurprising that food and beverage brands come up on top in both nations," Ha added.