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Part 4: Consumer Behavior of Ramadan 2023 – JAKPAT Ramadan Special Report 2023

Each generation prioritizes different things for Ramadan 2023. However, they still allocate funds for zakat. Apart from that, big spending is also dominated by needs in the holy month, like Ramadan shopping and Ramadan food shopping. Of course, one of the sources is the religious holiday allowance (THR). In addition, many Ramadan edition advertisements (ads) appeared this year. Some of them are interesting to talk about.

Thus, Jakpat conducted a survey of 1255 Muslim respondents across different regions in Indonesia to capture their financial for Ramadan 2023, including THR and zakat, and Ramadan edition ads. This report also contains consumer behavior during the holy month including preparing suhoor & iftar, media consumption, and online & in-store shopping.

For more detailed data, please download the PDF file down below.

Ready to Send A Survey?

Ramadan 2023: Eating & Hamper Trends Change

A number of changes on Ramadan 2023 occurred such as social media behavior, food consumption, and lifestyle. Preparing hampers have also been done at the beginning of this holy month.

Jakpat conducted a survey to find out how media and eating habits during Ramadan, especially at suhoor and iftar. The report, which involved 1371 Muslim respondents, shows what platforms are happy to use, the most consumed foods, and preparations for giving hampers in the early days of Ramadan 2023.

Youtube as the most accessed media

In general, digital media consumption increased during the day and decreased during iftar. But this habit applied inversely to Instagram and national TV channels. In fact, Instagram users tended to open the application more often at suhoor. On the other hand, Youtube was the most opened application during Ramadan, followed by Instagram and Twitter.

Entertainment and culinary were the most talked about topics in Ramadan 2023. Almost 50% of respondents liked these two topics. Other themes that are also often discussed were sports, religion, and the latest information. Almost all respondents used mobile phonesfor digital activities.

Cooked at home at suhoor and iftar

More than 80% of respondents cooked meals at home for suhoor or iftar, either cooking alone or prepared by family members. The types of dishes that are most often cooked at the beginning of Ramadan 2023 came from fresh food.

Other types of dishes that are most cooked at home at dawn were instant noodles (44%) and frozen foods such as nuggets or sausages (42%). Meanwhile, for iftar, 32% of respondents stated cooking frozen food (32%) and ready-to-eat food that can be eaten immediately after heating or frying, such as spiced chicken (ayam ungkep) or rendang.

“When compared with the Jakpat Ramadan report in 2022, we find that there is a downward trend in the number of people who break their fast outside the home. At the same time, there is an upward trend in the number of consumers who break their fast by cooking at home. This seems to be due to people’s purchasing power which has decreased since the second semester of 2022 yesterday due to inflationary factors, rising prices of basic necessities, to mass layoffs,” said Head of Research Jakpat, Aska Primardi.

“When viewed in more detail, we also find the fact that types of food with more expensive prices such as bread, ready-to-eat food, and frozenfood; Everything has decreased this year. The types of food that remain stable consumed by the majority of people are instant noodles for suhoor, and their own dishes for iftar,” he added.

Home dishes such as tempeh, fried chicken, or vegetable soup; became the most popular types of dishes to order online (online delivery). The second favorite food was fast food for suhoor and Indonesian cuisine (such as meatballs, chicken noodles, and soto) for iftar at the beginning of Ramadan 2023. In addition, those who order food online tended to use multi-platform applications such as GoFood, GrabFood, and ShopeeFood.

Regarding drinks, almost 50% of respondents liked to consume tea-based drinks at dawn and iftar. Tea bags were the most popular type of drink. Then, milk and fruit-based drinks became the next two favorite choices.

The Jakpat survey also found that 3 out of 4 respondents took supplements and vitamins at the start of Ramadan 2023. Vitamin C (37%) and honey (31%) were the most consumed. As many as 64% of respondents consumed it at suhoor.

Hamper Ramadan as a form of friendship

Half of respondents rated Ramadan as important. Four in 5 respondents viewed hampers as a form of friendship, especially Gen Z. Meanwhile, Gen X (56%) and Millennials (49%) tended to see Ramadan hampers as a form of their attention to the people they are given.

Four out of 5 respondents wanted to give a Ramadan hamper this year. A total of 63% planned to give to less than 10 people with the most targets being family and friends.

As many as 63% of respondents intended to order Ramadan hampers online, but they wanted to give them in person (70%). Basic necessities and packaged food & beverages were the most popular types of goods as hamper contents with a percentage of around 60% each. Regarding the budget, almost 45% of respondents allocated Rp100-200 thousand for each Ramadan hamper given with an average of Rp186,848.

“The impact of decreasing people’s purchasing power is also seen here, that in 2022 in the Jakpat report, the majority of people prefer to give cookies as an Eid al-Fitr hamper. This year the majority of people prefer to give basic necessities.. So it seems that in the current economic situation, people are refocusing on meeting their basic needs first,” concluded Aska.

Get the details on our report here.

Part 2: Media Habit, Food Consumption, & Hampers – JAKPAT Ramadan Special Report 2023

A few things change in the month of Ramadan 2023, such as media habit, food consumption, and lifestyle. Easiness in digital era helps people to do their activities, especially in spending time and ordering food at suhoor and iftar. In fact, most people also rely on ordering and buying digitally in delivering Ramadan hampers. But some people still enjoy doing conventional things, like home cooking when break fasting.

Thus, Jakpat conducted a survey of 1371 Muslim respondents across different regions in Indonesia to capture their habits during the early days of Ramadan 2023 including media habit, food preparation, lifestyle, and plans to give hampers.

For more detailed data, please download the PDF file down below.

Ready to Send A Survey?

Gen Z and Millennials Views About Having Kids on Family

The presence of children in the family has become an exciting conversation on social media some time ago. Influencer Gita Savitri said not having children is natural anti-aging. Pros and cons regarding childfree also emerged. On the other hand, apart from the presence of children, the younger generation realizes that building a family is not easy.

Jakpat conducted a survey to find out how the younger generation views in preparing the household. The report, which involved 1,216 respondents, shows the considerations for stepping into a more serious level with their partner and the meaning of having kids in a family.

The survey result showed that 97% of single respondents, whether they have children or not, wanted or planned to get married. More than half of respondents said they wanted to get married because they wanted to have a mate (65%) and because of religious teachings (57%). In addition, 48% of them reasoned that they had found the right person, wanted to have children, and felt that getting married was indeed a phase of life that must be passed. As many as 52% of respondents targeted to get married at the age of 25-29 years.

“Among Gen Z and Millennials who are currently unmarried, they both want to get married in the future. The difference is Millennials want to get married in the near future, while Gen Z does not in the near future. This can be caused by the perception that the Millennials segment has now entered the upper limit of the ideal age in marriage,” said Head of Research Jakpat, Aska Primardi.

Meanwhile, the top three reasons respondents do not want to get married are not a priority, aware of being financially inadequate, and wanting to focus on a career with a percentage of 33% each.

What needs to be prepared in building a family?

Jakpat grouped six types of abilities that need to be prepared in a household. First, mental preparation, meaning adaptation to life in pairs and families. Followed by financial preparation (such as the cost of daily needs and the cost of raising children) and property (such as owning a place to live and/or a vehicle). Then, physical preparation (physically health) and emotional preparation (being able to control actions). The last one, intellectual preparation, which means finding information about marriage and family.

As many as 91% of respondents rated mental preparation as the main thing in marriage. Then followed by financial preparation (87%) and emotion (78%). However, on the other hand, they are also aware that mental preparation is also the most difficult preparation to achieve (43%).

Young people’s views on having children in a family

More than half of the respondents, consisting of Gen Z and Millennials, rated the presence of children as very important. While 16% thought the presence of a baby is normal and less than 1% felt it is unimportant.

This certainly affects the decision of those who want to have children. As many as 67% of respondents wanted to have children as soon as possible after marriage. Meanwhile, 22% decided to postpone children after marriage and some others thought about adoption options.

Jakpat survey also shows that the group that wants to have children as soon as possible is dominated by the Millennial segment, while most Gen Z choose to postpone children after marriage.

“So although both of them wanted to get married, they had different plans about having children. When we explore the reason, we found that fewer Gen Z than Millennials agree with the opinion that “children are the door to sustenance” or “children who will take care of us in old age”. So it seems that there has been a shift in these values in the Gen Z segment,” said Aska.

This, he added, is in line with the projection data of the Central Statistics Agency (BPS) which stated that the population of children under five years old (toddlers) will decrease, in line with the downward trend in the birth rate in Indonesia.

On the other hand, there are various reasons to have children in a household. A total of 75% of respondents admitted that they really wanted to have offspring. The presence of the baby is also considered as a complement (69%) and an enhancer of happiness (68%) in the family.

Get the details on our report here.

Talking About Having Kids or Childfree Among Gen Z and Millennials – JAKPAT Survey Report 2023

The Dream Wedding of the Young Generation: Intimate and All-Digital

Wedding trend changes as time goes by. This is influenced by various things, such as personal preferences or surrounding conditions. For example, during the COVID-19 pandemic, the number of wedding guests was limited to prevent the spread of the virus. On the other hand, some people do want to celebrate their special moments with the closest people only, regardless of the current world situation.

Jakpat conducted a survey to find out how the dream wedding of today’s young generation is. The report, which involved 1,186 respondents, showed that 97% of them said they wanted to get married but most of them had not decided the time (43%) or not in the near future (30%).

This survey also looked at the responses of the younger generation regarding the series of weddings in general, namely pre wedding photos, receptions, traditional events, and honeymoons. The results showed the reception is the most wanted moment to be realized with a percentage of 70%. Followed by honeymoon, pre wedding photos, and traditional weddings. This result is in line with the view of 34% of respondents who think traditional events are moments that can be skipped. Pre wedding photos took second place with 32% and almost 30% considered these four wedding series not to be missed.

There are various reasons why the series of marriages that need to be eliminated. As many as 65% of respondents thought the decision could save costs. Meanwhile, more than 50% of respondents wanted a simpler wedding moment. Another reason is that it is not a priority and saves more time.

Young people’s dream wedding

As many as 41% of respondents want to hold with the family of the closest people only, known as intimate weddings. Meanwhile, another 39% wanted to invite a limited number of close people (simple weddings) and the rest wanted to hold a lavish party. Then, 51% of young people wanted to hold a wedding with a semi-indoor/outdoor location and took place on weekends (62%).

Digitalization is also affecting wedding preparation. Four out of five respondents wanted to use digital invitations. While 37% did not mind receiving wedding donations in digital form. Then, accessories such as Instagram filters and e-guestbooks are also a consideration in holding weddings for the younger generation.

Young people’s comments on the viral ‘nikah di KUA’ issue

Recently, the topic of ‘marriage in KUA’ has been discussed on Twitter. Many netizens posted photos of them holding their weddings only at the Office of Religious Affairs (KUA). One out of four young Jakpat respondents claimed to know about this issue. They rated this phenomenon as money-saving (78%) and simpler (72%). In fact, 36% of them claimed to be interested in trying it.

In terms of concept, respondents who know the issue of ‘nikah di KUA’ preferred the concept of modern marriage, and respondents who did not know the topic, tended to prefer traditional wedding.

On the one hand, those who find ‘nikah di KUA’ quite interesting, do not really want to just do the event. More than 80% of respondents admitted that they still want to celebrate the happy moment with those closest to them.

Get the details on our report here.

Dream Wedding Among Youth Nowadays – JAKPAT Survey Report 2023