Gifting plays a huge role in Hari Raya celebrations. Apart from price, one particular promotion that is extremely appealing to Malaysians during this period are collaborations with other brands (47%), according to Grab study done in January this year. The study, which surveyed 3,171 Malaysian Grab users, found that 45% of consumers preferred offers gifting a bundle pack while 25% liked promotions that connect with the community through charitable activities.
According to the study, the top three gifting categories in Malaysia are groceries (63%), fashion and apparel (41%), and hampers and gift baskets (23%). Majority of Malaysians (36%) preferred gift hampers between RM51 to RM150 while 34% wanted the price to be under RM50. Only 14% and 16% said the price range should be more than RM301 and between RM151 and RM300 respectively. The study was also conducted among 1,995 Indonesian users and 65% also preferred to be gifted groceries. Fashion and apparel (37%) were second on the list followed by hampers and gift baskets (36%), just like in Malaysia. Unlike their Malaysian counterparts, however, most Indonesians preferred promotions gifting bundle packs (35%).
Meanwhile, the preference for brand collaborations and connecting with the community are tied at 29% each. Interestingly, Indonesian consumers are willing to spend more on gifts. Mos (31%) prefer gifts to be priced between IDR71,000 to IDR150,000, followed by gifts more than IDR301,000 (27%).
Meanwhile, FMCG sales were predicted to recover in Malaysia during Ramadan as a result of the relaxation in restrictions and consumers being allowed to gather on a slightly larger scale compared to last year. Statistcis from NielsenIQ showed that FMCG sales for Ramadan typically spikes by up to 15% in Malaysia, 30% in Indonesia, 20% in Turkey, 11% in the Kingdom of Saudi Arabia and 6% in UAE compared to normal retailing weeks. A rise in home cooking and food delivery services is also expected in Malaysia this Ramadan and Hari Raya due to limits on gathering sizes and health-conscious consumers prefer dining at home rather than eat out.
This festive season, brands are also reminded to keep in mind major themes such as gratitude, giving back to the community, connecting with people, measured celebration, and shopping when creating their Ramadan and Raya messaging.
Photo courtesy: 123RF