The Ramadan shopping surge: necessity or excess?

During the sacred month of Ramadan, supermarkets experience a remarkable influx of shoppers, transforming these spaces into bustling hubs filled with anticipation, established habits, and a certain frenzy of purchasing.

In Rabat, as in other locations, consumers flocked to stores from the very first days to stock up on essential goods and festive products, creating a vibrant commercial landscape. The aisles of supermarkets and hypermarkets in the capital teem with customers laden with provisions. According to Anouar, a manager at a major retail chain, two peak shopping times emerge: the late morning from 10 AM to 12 PM for those wishing to avoid crowds, and the late afternoon just before iftar, when activity reaches its zenith.

"The initial days of Ramadan were marked by massive purchases of staple and non-perishable items," Anouar explains, noting that consumer behavior evolves as the month progresses. "By the second week, we observed a more consistent flow of shoppers, with a focus on fresh products and a diversification of purchases."

Distinct shopping trends

Year after year, certain products consistently top the sales charts, although new trends emerge. "Five categories dominate this year's shopping baskets," the manager reveals, specifying that dates, essential for breaking the fast, lead the pack, followed closely by dairy products, juices, ingredients for traditional pastries, and ready-to-eat soups.

Additionally, a notable trend this Ramadan 2025 is the growing interest in local and artisanal products. "Consumers are seeking authenticity and local flavors for their iftar meals," he notes.

There is also an increasing attention to healthy and balanced products, reflecting a growing nutritional awareness among shoppers looking for a healthy approach to fasting.

Adapting logistics to high demand

In response to the surge in demand, supermarkets must implement necessary measures to adapt. "We prepare for this period months in advance by analyzing data from previous years," the manager shares, adding that collaboration with suppliers is essential to ensure sufficient stock, particularly for highly sought-after fresh products.

This year, there is a special emphasis on short supply chains. "We have established specific partnerships with local producers to ensure freshness and quality," he reveals.

To enhance the shopping experience, Anouar mentions various measures taken, including rearranging layouts to widen aisles in busy areas and bolstering staff, particularly in sensitive sections like bakery and dairy items.

Moreover, managing checkout lines presents a significant challenge. "All our registers are open during peak hours, and we have increased the number of express lanes for small baskets," he explains.

Balancing consumption and spirituality: questions about excess

While Ramadan is a time for sharing and spirituality, some consumers question the extent of purchases observed in supermarkets. "Ramadan should be a month of moderation and spirituality, but what I see in the stores leaves me perplexed. Carts overflow with food, often well beyond the actual needs of families," laments Hassan, a 54-year-old civil servant living in the Hassan neighborhood of Rabat.

In response to these excesses, initiatives are emerging to promote a more responsible Ramadan. In several neighborhoods of Rabat, anti-waste workshops are organized, providing tips for better managing shopping and reducing food waste. Additionally, apps offer balanced and economical meal plans tailored for Ramadan.

The exceptional crowds observed in supermarkets during Ramadan reveal a profound transformation in consumer habits within contemporary Moroccan society. These spaces become a stage for the interplay between ancestral traditions and consumer modernity, illustrating efforts to reconcile spiritual demands with the practical constraints of everyday life.