From Store Shelves to Iftar Tables: The Role of Private Label This Ramadan

During Ramadan, the rhythm of daily life shifts, but shopping continues. As the day moves toward iftar, baskets fill with staples for shared meals, gifts for loved ones and carefully chosen offers that help budgets stretch further.

This duality sits at the heart of Ramadan across the GCC. It is a season of reflection, generosity and community, but also one of the year's most important retail periods.

For brands and retailers, it requires relevance, value and sensitivity to changing priorities. Private label brands are uniquely positioned to respond. With control over pricing, packaging and assortment, they can move quickly to meet seasonal demand and align closely with evolving shopping behaviours.
 

Paying It Forward

Giving back is central to the spirit of Ramadan and many consumers prioritise charitable contributions throughout the holy month. Brands can respond by highlighting initiatives that support communities, whether through products linked to social causes or mechanisms that allow shoppers to donate a portion of their purchase.

For brands, this presents an opportunity to build trust and emotional connection by embedding community support directly into seasonal product ranges or retail programmes and more.

Price Sensitivity

Generosity during Ramadan extends to family, friends and guests. As a result, shoppers often seek ways to stretch their budgets while maintaining hospitality, gifting and charitable commitments. In the UAE alone, a survey revealed that 73% of participants considered prices and discounts when shopping during Ramadan.

Private label brands can play a key role by offering competitive pricing, running limited-time promotions and creating bundle offers that maximise perceived value. Initiatives such as multi-buy deals or Ramadan starter packs can support consumers without compromising quality expectations.

Family Time and Gatherings

With adjusted working hours across much of the GCC and frequent suhoor and iftar gatherings, the home becomes a central focus during Ramadan. This increases demand for food solutions, dining-related products and home essentials that support hosting.

Retailers may also see shifts toward convenience-driven options such as delivery or ready-to-prepare meal components. Private label portfolios can respond with curated assortments, cross-category bundles and product formats designed around shared occasions.

Product Customisation

Limited-edition Ramadan-themed packaging or seasonal product variations can enhance relevance and shelf visibility. Thoughtful use of cultural motifs or symbolic design elements can signal celebration and occasion while maintaining brand authenticity. Retailers can also introduce specialised bundles tailored to Ramadan usage moments, reinforcing convenience and value.

Lulu Hypermarket is putting its best foot forward with its ‘Lulu Ramadan Essentials Kit’. The packaging has moon, star and mosque motifs and the items are Ramadan-themed, containing everything you'd need to prepare iftar.

Community-Centred Engagement

Aligning messaging with themes of community, kindness and gratitude helps brands connect beyond transactional relationships. Supporting local initiatives, sponsoring community events, or integrating charitable activations within campaigns can deepen relevance and reinforce brand purpose during the season.

For instance, in the UAE, talabat renewed its partnership with the Islamic Affairs and Charitable Activities Department (IACAD) to relaunch the Ramadan ‘Hero Meals’ campaign, enabling customers to sponsor iftar meals for delivery riders across Dubai directly through the app. 

Initiatives such as these demonstrate how everyday transactions can be linked with meaningful giving. For retailers and private-label operators, similar approaches, such as tying product purchases to donations or embedding charitable elements into seasonal activations, offer a way to engage communities while staying aligned with Ramadan values.

Digital Engagement and Timing

Ramadan alters daily routines, with peak engagement often shifting toward evening and late-night hours. Mobile-first communication strategies, influencer collaborations and time-sensitive digital content can help brands remain visible and responsive. Aligning promotional timing and messaging with these behavioural shifts ensures stronger resonance with target audiences.

Ramadan represents both a cultural milestone and a strategic opportunity for private label brands in the Middle East. By understanding evolving consumer priorities, from generosity and value consciousness to family-focused occasions, retailers and brands can tailor products, pricing and engagement strategies accordingly.