Ramadan-observing shoppers are increasingly turning to discount grocers and dollar channels, according to the latest consumer data from Numerator.

The insight firm’s “Ramadan & Eid al-Fitr 2024 Recap” report covers Canadian purchase trends during Ramadan, as well as during Eid al-Fitr, which marks the end of fasting for Ramadan and took place April 10.

The numbers reveal that discount grocery and dollar channels both captured a greater share of Canadian consumers’ FMCG spend during Ramadan, with discount grocery banners gaining 7.6% share versus 2023, and dollar gaining 0.3% share. Mass retailer share was down 4.1%, followed by conventional grocery (-2.1%), gas and convenience (-1.7%), club (-1.2%) and drug (-0.9).

Numerator’s research showed discount grocery captured more Ramadan shoppers this year, and those consumers made more trips to the these retailers and spent more during Ramadan.

The numbers reveal that 54% of those consumers planned to cook or bake at home, with the most popular categories consumers planned to purchase were food (69%) and gifts (53%). Consumers who celebrated Eid al-Fitr, spent 5% less on FMCG products, but grocery purchasing held steady.

Categories like mayonnaise and dressings, dips, packaged bakery alternatives, energy drinks and frozen desserts saw a big increase in buy rate among Ramadan-observing consumers, however, categories like canned fruit, jam and preserves, dessert and puffed snacks, and pasta, rice and grains saw huge decreases.

The top FMCG categories that saw the greatest positive change in buy rate among Ramadan observers, were packaged bakery, personal health care, herbs and spices, dairy, and beverages. The biggest decliners were household cleaners, skin care, hair, vitamins and oral hygiene.