For many mainstream brands, Muslim consumers are still framed as a niche or secondary audience. In reality, they represent one of the largest, fastest-growing and most commercially influential consumer segments globally.
According to Pew Research Center, the global Muslim population reached approximately 1.9 billion people in 2020 and is projected to grow faster than any other major religious group through to 2050. By mid-century, Muslims are expected to account for nearly 30 percent of the world’s population
For marketers, population size is only part of the story. What matters is purchasing power, category relevance and moments of heightened consumer intent. The State of the Global Islamic Economy Report estimates Muslim consumer spending at over $2 trillion globally, spanning food and beverage, fashion, travel, media, pharmaceuticals and cosmetics
This spending is not evenly distributed across the year. Ramadan represents one of the most commercially concentrated periods in the Muslim calendar. Household purchasing increases, brand consideration rises and media consumption patterns shift, particularly around evening hours and shared family moments.
Independent research from DinarStandard and other Islamic economy analysts consistently highlights Ramadan as a peak period for food, gifting, home, modest fashion and charitable giving. For many categories, it functions in a similar way to Q4 in Western markets, combining emotional significance with increased spend
Leading global brands have recognised this for years. IKEA provides a clear example. Across the Middle East and Southeast Asia, IKEA has repeatedly invested in Ramadan campaigns focused on preparing homes for Iftar, hosting family gatherings and creating welcoming shared spaces. These campaigns are not short-term promotions. They are seasonal strategies built around real consumer behaviour and cultural insight
Image credit: IKEA
What makes these campaigns effective is not scale alone, but relevance. They appear in environments where Muslim audiences are already thinking about home, family and togetherness, reinforcing brand usefulness at the exact moment it matters.
Despite the scale of the opportunity, many mainstream brands remain under-invested in Muslim audiences. One reason is over-reliance on broad digital platforms that prioritise reach over context. While these platforms offer volume, they often fail to deliver cultural alignment or brand-safe adjacency during sensitive periods like Ramadan.
Marketing effectiveness research from WARC shows that advertising which reflects cultural relevance is significantly more likely to drive long-term brand growth and market share gains
Similarly, Nielsen research has demonstrated that ads placed in relevant editorial environments outperform those delivered through generic placements when it comes to brand recall and purchase intent.
Muslim consumers are digitally engaged, brand-aware and increasingly selective. They notice where brands appear, how they show up and whether messaging feels authentic or opportunistic. Brands that misunderstand this risk being ignored at best and rejected at worst.
The opportunity, however, is clear. Muslim audiences represent a large, growing and commercially active market, particularly during Ramadan. Brands that invest thoughtfully and place their messaging within trusted, culturally aligned environments consistently outperform those that rely on broad reach alone.
For brands planning Ramadan campaigns or seeking sustained growth with Muslim consumers, working with specialist networks that understand context, timing and trust can make a measurable difference.
To explore how brands can reach Muslim audiences effectively and ethically at scale, contact us today.