21/02/2026

LYFE SATURDAY | FEB 21, 2026

/thesuntelegram FOLLOW / Malaysian Paper

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Ramadan brings embrace of balance

W ITH the arrival of Ramadan, Malaysian Muslims are redefining how they observe the holy month – balancing spiritual devotion with rest and self-care, seeking richer food experiences and becoming more intentional about how and when they spend, according to a new consumer study by Milieu Insight. The study, which surveyed 500 consumers across Malaysia, revealed a nuanced picture of Ramadan today. While spiritual observance remains central, Malaysians are increasingly approaching the month as a period of holistic well-being – even as economic pressures drive more budget-conscious decisions. Ramadan redefined: Spirituality meets self-care When asked about their Ramadan intentions for 2026, 28% of Malaysians plan to be more spiritually focused than last year, dedicating additional time to prayer and religious practices. Others expect their routines to remain largely the same or are still assessing how the month will unfold. What stands out is Malaysians’ strong emphasis on holistic well-being. Rest and self-care emerged as the top priority for 43% of respondents, highlighting a broader understanding of Ramadan as a time for spiritual renewal and personal restoration. “Ramadan is still, first and foremost, about faith. What we’re seeing is people being very o Malaysians seek spiritual devotion, holistic well-being

When it comes to breaking fast, 29% prefer home meals with family or friends as part of Ramadan togetherness.

Budget-conscious yet festive Overall, economic realities are influencing Raya spending decisions. About 32% of Malaysians expect to spend about the same as last year, while another 32% plan to spend less due to budget considerations. Only 13% anticipate spending more, largely driven by family needs or personal preferences. Discounts and promotions are the strongest purchase driver (56%), followed by convenience (35%) and recommendations from family or friends (30%). For Raya preparations, spending is focused primarily on groceries and cooking ingredients (36%), followed by kuih raya and festive snacks (31%). While a smaller proportion (11%) plan to spend on home decorations, this signals a desire to create a festive atmosphere within the home. Celebration plans are similarly shaped by practicality and lifestyle: While 43% plan to return to their hometowns ( balik kampung ), others are opting for low-key or local celebrations in their current city, and 17% are considering travelling abroad. Looking ahead The study showed that Malaysian consumers are approaching Ramadan 2026 with a renewed sense of balance – blending spiritual observance with rest, self care and quality experiences. Even with budget considerations in mind, Malaysians continue to value traditions, meaningful celebrations, and the deeper significance of Ramadan and Raya. Understanding these nuanced behaviours is key: Flexible shopping options, social commerce and timely promotions can help brands connect authentically with Malaysians and support the way they want to experience this sacred month.

month’s celebrations. Ramadan bazaars continue to be a longstanding tradition in Malaysian culture, with 77% having visited them at least a few times last year. Looking ahead to 2026, 31% say they are somewhat or very likely to visit bazaars, while 38% remain neutral or undecided, suggesting that bazaar visits may be becoming more selective rather than routine. When it comes to breaking fast, preferences are spread across several approaches: 0 29% prefer home meals with family or friends as part of

intentional about making space not just for prayer and reflection, but also for rest, mental well-being and time with family,” said Milieu Insight CEO Sundip Chahal. breaking fast choices Food remains an important part of the Ramadan experience. More than 36% of Malaysians plan to prioritise exploring food – whether at restaurants, bazaars or by trying new dishes at home – highlighting how culinary traditions continue to be a meaningful part of the Culinary exploration drives

Ramadan togetherness 0 26% opt for keeping it simple with light or quick meals 0 19% plan to cook or meal-prep to manage cost, health or convenience 0 16% look forward to visiting Ramadan bazaars for the atmosphere and food 0 9% plan to eat out at restaurants or cafes Spending time with loved ones is the strongest driver of these choices (43%), followed by convenience (36%) and cost considerations (27%). Food variety, festive atmosphere and health considerations each influence around one-fifth of consumers. Raya shopping: Online platforms, strategic timing Raya shopping behaviour reflects a more strategic and considered approach. While 17% of Malaysians have already started or completed their purchases, nearly a quarter (24%) plan to shop early in Ramadan to avoid crowds and secure better deals. Another 22% prefer to shop mid-Ramadan, while only 11% leave purchases to the final week. Notably, 27% say they do not plan to buy new clothes at all this year, underscoring a growing emphasis on mindful spending. At the same time, e-commerce continues to dominate Hari Raya shopping. Among platform preferences: 0 Shopee leads with 65% usage 0 TikTok Shop follows at 42%, highlighting the growing influence of social commerce 0 Lazada stands at 34% 0 Physical retail stores remain relevant for 52% of shoppers 0 Ramadan and Raya bazaars attract 22% E-wallets remain the most used payment method (57%), followed by online bank transfers (48%), debit cards (30%) and credit cards (26%). Buy Now, Pay Later services are used by 23%, reflecting cautious but flexible spending behaviour.

Malaysian consumers are approaching Ramadan 2026 with a renewed sense of balance. – ALL PICS FROM 123RF