An original research study to unpack how young Muslim Americans celebrate Ramadan and how brands can meaningfully participate.
How is it that in an industry that celebrates every obscure holiday, we somehow miss the biggest cultural celebration for the Muslim community? We think it's two fold – marketers don’t understand the holiday and (shocker) they are kinda afraid to ask.
As a company founded by a Muslim immigrant, Mojo Supermarket wanted to help the rest of the marketing world get to know our culture better. We spoke to 140 Gen Z and Millennial Muslims across the United States to unpack their beliefs, habits, & behaviors during the biggest holiday of the year, Ramadan.
Let's dive in.
Ramadan is a month-long spiritual engagement of fasting, prayer, and celebration observed by Muslims around the world. It is when the Quran was revealed to Prophet Muhammad and it’s a sacred time of community, personal development, and reflection in the Islamic faith. It culminates at the end with Eid Al-Fitr, the biggest holiday of the year.
March 10th to April 9th in 2024. Since the Islamic Hijri calendar is based on the lunar calendar, the dates for Ramadan shift every year.
FASTING
As one of the five pillars of Islam, Muslims fast from sunrise to sunset for this month. And yes, that means no water.
IFTAR
Iftar is the meal eaten to break your fast. It's one of the two meals and it happens every day of Ramadan.
EID
Eid Al-Fitr is the celebration that marks the end of the month of Ramadan. The day is filled with lots of food, family, and gift giving.
8 out of every 10 Muslims actively participate in Ramadan. These young Muslims shared that this month is not a time to passively observe tradition. It’s a time of getting physically, mentally and spiritually stronger.
“I acknowledge my problems, and I want to fix myself. That’s what I’m learning to do during the month.”
Zakaria
“I literally feel more connected with my physical body, more in control, more aware of myself. It’s kind of amazing”
Barb
“Just praying together and hanging out with friends…keeps me uplifted throughout the month, it’s a source of energy.“
Farial
Young Muslims told us that the hardest part about Ramadan is the way they have to adapt their routine, especially in a culture that isn’t really aware that it’s happening.
“Some daily routines go away and I have to use different habits and different time management systems.”
Sunrise
“The lack of energy and irritability you tend to acquire as the day drags on is really tough and it’s even harder that most of my classmates have no idea what we are doing or why.”
Pearl
“Nights are usually the only time I hang out with my friends. If I’m hanging out with you during Ramadan, you know you’re a real one.”
Mustafa
Young Muslims emphasized the importance of the table as the social centerpiece of Ramadan. From gathering loved ones to fine tuning their hosting skills, the table is where it all happens during this holiday.
“My family often makes very big meals, almost feasts, each dedicated to one family member each day. It’s like Thanksgiving… every night… for a month”
Ryaan
“It's really amazing that there are people and organizations feeding so many people every night for Ramadan.”
Yazid
“Since we live in an area where we are a minority, we make it a habit to decorate the house to create that excitement.”
Ruben
“It feels like this is the only time we can all unite together and share a meal.”
Saravanan
Do Young Muslims want every brand to make a Ramadan campaign? Hard no. They want their community to be better understood, to demystify stereotypes, and to invite brands who can meaningfully contribute to feel welcomed to join in.
Keep it authentic by understanding the real values of this practice and the month. Remember that above all else, Ramadan is a holy month and the people who observe it are diverse in many ways. Don’t be afraid to ask questions and talk to a variety of Muslims. Everyone observes the month differently and whenever possible, include Muslim voices on your team to make sure you get it right.
“I wish more companies that are mainstream would acknowledge us like they do other religions. I don’t know if I want Ramadan more commercialized or not, but it does make us feel left out.”
Zane
“Find something valuable that can connect the brand with Ramadan. They need to make it seem like the brand is not just there to make money but actually values Ramadan.”
Isaaq
“Brands need to do their research, really understand what day to day life while fasting is about, and then maybe show some of the ways we can use their products for this.”
Farial
Young Muslims aren’t looking for a John Lewis ad. There are opportunities to help young Muslims with their routines, from food and coffee, to shopping and exercise. Understanding their pain points and bringing them valuable solutions throughout the month is an authentic way to make a connection with the community.
“I’d love to see brands make their products and services appeal specifically to Muslims and what we go through. Where’s Uber Eats and Beyond Meat at?”
Noor
“Add value to our life. Don’t just try to sell us something. Love to see sports brands like Nike or Peloton create programming just for us during Ramadan.”
Omar
To avoid performative allyship, keep the conversation going beyond just Ramadan. Engage the community throughout the year, not just during the month of Ramadan.
There needs to be a greater appreciation and sense of human connection from the brand, both during the month of Ramadan as well as throughout the year.”
Aya
“It’s very obvious when a brand is singling out Muslim consumers because they know it’s a large, untapped market. Don’t just talk to us during Ramadan, this should be a year round relationship.”
Tanya
We commissioned our own (and maybe the first-ever) Mojo research study, in partnership with Sympler, a qualitative research partner, for Gen Z and Millennial Muslims that observe Ramadan.
We spoke to 140 Gen Z and Millennial Muslims who observed Ramadan in 2022 (April 1, 2022 - May 1, 2022)
Ages 13-35
WHO THEY WERE
50% Male
48% Female
2% Didn't Specify
WHERE THEY LIVED
38% Eastern
29% Central
17% Pacific
7% Mountains
9% Unknown (Didn't Specify)
Here are some common words and that will help you understand a bit more about the month of Ramadan, Muslims, and the practice of fasting.
Islam ( is·laam): Islam is the final Abrahamic religion revealed to the Prophet Muhammad, PBUH in Mecca in the 7th century. It is the second largest religion observed by billions around the world.
Muslim (moos·lim): any person who observes and follows the path of Islam. One can be born and raised into the faith while others find Islam based on their own explorations
Ramadan Mubarak (raa·muh·daan moo·bah·ruk): this greeting is used when seeing friends or family during the month and means “have a blessed Ramadan”. You don’t have to be Muslim to use this phrase.
Eid Mubarak (ea·d moo·bah·ruk): this greeting is used on both Eid Al-Fitr and Eid Al-Adha when seeing friends or family and means “have a blessed Eid” or “happy Eid”. You don’t have to be Muslim to use this phrase.
Suhoor (soo·hoor): the pre-dawn meal prior to starting fast for the day. Fajr (fah·jer): the dawn prayer following suhoor.
Iftar (if·taar): the sunset meal when the fast is broken
Maghrib (mag·rib): the sunset prayer signifying the end of the day’s fast.
Salah (saw·law): prayer
Masjid: Mosque
Night Markets: Ramadan night markets, also known as "Ramadan bazaars," are temporary markets that are set up during the month of Ramadan for the community to eat, shop and socialize after iftar.
Research and reporting brought to you by
Mojo Supermarket.
We are minority-owned and operated.
Thank you for making us feel understood.
We know this was a lot of information. If you need to make sense of it, we can help.
Website: mojosuper.market
Email: getsomemojo@mojosuper.market
Fasting during Ramadan is more than just a religious practice - it's a total mind and body overhaul. Over a third of young American Muslims feel that the month-long period of prayer and self-discipline has a serious impact on their spirit that lasts long after the month is over.
“I acknowledge my problems, and I want to fix myself. That’s what I’m learning to do during the month.”
Zakaria
“Knowing you went a whole month and did worship and connected with your spiritual self and pushed yourself to be the best version of yourself is the best feeling.”
Arshia
“I try to explain to people how good fasting feels for your mind and body and soul.”
Asma
For these young American Muslims, Ramadan is more than just a religious practice - it's an endurance test. By fasting during daylight hours, young Muslims are building physical and mental strength by enduring something that would otherwise feel impossible. A full month of living so intentionally makes this feel like a total mental and physical reset.
“I literally feel more connected with my physical body, more in control, more aware of myself. It’s kind of amazing”
Barb
“I think the perception is that fasting is painful and makes you weaker but it actually makes you feel more in tune with your body. It gets easier as the month goes on. I feel cleaner and faster.”
Haroun
“My mornings are a lot harder without coffee and having to wake up earlier but after the first few days my body starts to adapt. By the end you feel less reliant on other things and more confident that you can do it yourself.”
Avi
For nearly half of young Muslims in America, Ramadan is a time of love and unity for their community. As they come together to fast, pray, and reflect, they build a sense of solidarity and connection that lasts longer than the month itself. This feeling of fulfillment, love, and connection with one another is an intrinsic part of the practice for so many. Whether through community meals, prayer gatherings, or simply supporting each other through daily challenges, they are showing the world the true power of togetherness.
There is something really affirming and invigorating about being together. It's not a “holiday”, we aren’t taking off, we are doing work - spiritual, mental, communal work”
Sarah
“Just praying together and hanging out with friends…keeps me uplifted throughout the month, it’s a source of energy.“
Farial
“When I was in college (and broke) I would go to the masjid to eat and break my fast with the rest of my community — I always felt a sense of unity, like we were all in this together.”
Yazid
Life is all about balance, a fact young Muslims are painfully aware of. Observing Ramadan is important to them, but it doesn’t mean the rest of their obligations fall to the wayside. For most, the hardest part of Ramadan isn't the hunger or thirst - it's the major disruption to their usual routines. Squeezing in breakfast and prayer before dawn means waking up one to two hours early. After work, a power nap is often crucial to make it to iftar. Early mornings and late evenings become filled with all the activities normally done throughout the day.
“[My mornings] are more hectic because I have to wake up an hour and a half earlier”
Urooj
“Some daily routines go away and I have to use different habits and different time management systems.”
Sunrise
25%
said fasting impacts their workout routines
Some young Muslims choose to maintain the same workout routine after iftar, and some try to get in less energy expending workouts (I.e. walking, stretching, yoga) during fasting hours.
“In Ramadan I don’t really work out like regular days, I have less energy so I do something light when I can. Most of it happens at night after iftar.”
Adam
65%
said cooking and meal prep changes
Feeding yourself during the month takes additional thought and planning, especially when Muslims are more tired than usual. After iftar, they squeeze in all their chores and work, making it hard to find time to meal prep. Then it’s off to bed early for another pre-dawn wake-up call to make their suhoor meal.
“If I do manage to come back home from school before iftar, then I would have to meal prep and that feels really exhausting while I'm fasting. I'll end up ordering food delivery for Iftar which can get very expensive.
Farial
Young Muslims are all too familiar with being hangry. Their energy levels are tanked. Their hunger cues are screaming. With this comes dehydration, the inability to focus, and headaches. They have to do this everyday for a whole month at work or school, while feeling like they have to push through as if it’s business as usual.
Mid-day crashes, post-work naps, and caffeine withdrawal headaches are par for the course. Young Muslims want people to know that a little empathy and understanding from the people around them during Ramadan can go a long way.
“The lack of energy and irritability you tend to acquire as the day drags on is really tough and it’s even harder that most of my classmates have no idea what we are doing or why.”
Pearl
“Ramadan is the toughest time to have a 9-5 job, that's the time you want to eat and drink. I wish workplaces were a little more flexible during this time - even just acknowledge that they know what we are doing”
Zakaria
“You know how there’s “night mode”... I wish there was like, Ramadan-mode on Google calendars so everyone could see how we flip our schedules.
Rahim
In an effort to conserve energy during this month, young Muslims become very intentional with how they fill their social calendars. Ramadan is time spent with friends, family, and community. It’s a joyous time of connecting with one another and collectively participating in something that is bigger than them.
“Nights are usually the only time I hang out with my friends. If I’m hanging out with you during Ramadan, you know you’re a real one.”
Mustafa
“My evenings and nights are spent with family. I don’t like going out or spending time with friends as most of them aren’t Muslim and they just don’t get it. I’ll see them next month.”
Kris
“I maintain a pretty social calendar in general but it gets tough up during [the month] since the timing isn't as flexible”
Raisa
Every culture and family has their own unique recipes, meals, and food traditions they only whip out during Ramadan. This makes iftar that much more exciting. A grandmother's chai recipe, an aunt’s maqlooba, or an uncle’s “famous” baklava get the spotlight this month. Ramadan gatherings are a great opportunity to get an inside view into all of these rich cultures. Show an interest in your Muslim friends’ Ramadan customs and you may just get an invite to a dinner unlike any you’ve experienced.
“Iftar food is something we don't have on regular days, so those snacks/food have special meaning.”
Isaaq
“My family often makes very big meals, almost feasts, each dedicated to one family member each day. It’s like Thanksgiving… every night… for a month”
Ryaan
A big part of the holiday is practicing selflessness and serving others. That’s why hosting plays a major part in Ramadan celebrations. Whether hosting their Muslim friends and family or inviting their non-Muslim community to join, hosting iftar is how to make the most of the month.
“As a community, we go to a mosque and break the fast and pray together and that is uniquely meaningful. In our normal routine and with our busy lives not a lot of people attend the mosque or get together to pray. It makes it very special to have a meal together, pray together and observe the holy month together.”
Arshia
“It's really amazing that there are people and organizations feeding so many people every night for Ramadan.”
Yazid
Decorating and getting in the Ramadan spirit is an important piece of making the holiday feel festive, but also to feel connected and a part of something larger, especially for those who don’t have strong spiritual companionship around them.
“Since we live in an area where we are a minority, we make it a habit to decorate the house to create that excitement.”
Ruben
“Even after a long day full of fasting, I make sure the table is set with beautiful decorations, and all the crescent and star shaped lights are turned on.”
Asmaa
“I am a convert so I do not have a family tradition per say, but I do decorate the house every Ramadan and that’s become my little tradition.”
La'Nae
Praying together, breaking fast together, eating specific foods together are the small everyday moments that make the month special. Young Muslims don’t always have dinner with their families, but they make it a priority during Ramadan and it becomes a no-brainer for them.
“My family doesn’t think anyone should eat alone this month. Especially if we know someone in the community might be alone during Ramadan, we make sure to invite them to have dinner with us.”
Nada
“We try to make the dinner table beautiful and try to eat something new everyday and it makes it feel like the whole month is some never-ending holiday.”
Saidjon
“It feels like this is the only time we can all unite together and share a meal.”
Saravanan