Malaysians Redefine Ramadan with Balance, Experience and Mindful Spending

27 January 2026

KUALA LUMPUR: As Ramadan 2026 approaches, Malaysian Muslims are reshaping how they observe the holy month — balancing spiritual devotion with rest and self-care, seeking richer food experiences, and making more deliberate spending choices, according to a new consumer study by Milieu Insight.

The study, which surveyed 500 consumers nationwide, paints a nuanced picture of Ramadan today. While spiritual observance remains central, Malaysians are increasingly viewing the month through a lens of holistic wellbeing, even as economic pressures encourage more budget-conscious behaviour.

When asked about their intentions for Ramadan 2026, 28% of Malaysians say they plan to be more spiritually focused than last year, devoting additional time to prayer and religious practices. Others expect their routines to remain largely unchanged, or are still assessing how the month will unfold.

A strong emphasis on wellbeing clearly emerges. Rest and self-care rank as the top priority for 43% of respondents, reflecting a broader understanding of Ramadan as a time not only for spiritual renewal, but also for physical and mental restoration.

“Ramadan remains, first and foremost, a time of faith,” said Sundip Chahal, Chief Executive Officer of Milieu Insight. “What we’re seeing is people being increasingly intentional about making space not just for prayer and reflection, but also for rest, mental wellbeing and quality time with family.”

Food continues to play a significant role in the Ramadan experience. More than 36% of Malaysians plan to prioritise food exploration, whether through dining out, visiting bazaars or trying new dishes at home, underscoring the importance of culinary traditions during the month.

Ramadan bazaars remain a longstanding cultural fixture, 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, while 38% remain neutral or undecided, suggesting that bazaar visits are becoming more selective rather than habitual.

When it comes to breaking fast, preferences are varied. Nearly three in ten Malaysians prefer home-cooked meals with family or friends, highlighting the importance of togetherness.

Around a quarter opt for simple, light or quick meals, while others plan to cook or meal-prep to better manage costs, health or convenience. Some look forward to visiting Ramadan bazaars for their atmosphere and food, while a smaller proportion plan to eat out at restaurants or cafés.

Spending time with loved ones is the strongest influence behind these choices, cited by 43% of consumers, followed by convenience at 36% and cost considerations at 27%. Food variety, festive atmosphere and health considerations each influence around one-fifth of respondents.

Hari Raya shopping habits reflect a more measured and strategic approach. While 17% of Malaysians have already started or completed their purchases, nearly a quarter 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, more than a quarter say they do not plan to buy new clothes at all this year, highlighting a growing emphasis on mindful consumption.

E-commerce continues to dominate Raya shopping behaviour. Shopee leads as the most widely used platform, followed by TikTok Shop, which reflects the rising influence of social commerce, and Lazada. Physical retail stores remain relevant for just over half of shoppers, while Ramadan and Raya bazaars continue to attract a smaller but meaningful audience.

In terms of payment methods, e-wallets are used most frequently, followed by online bank transfers, debit cards and credit cards. Buy Now, Pay Later services are used by nearly a quarter of consumers, signalling cautious yet flexible spending habits.

Economic realities continue to shape Raya spending decisions. Around a third of Malaysians expect to spend about the same as last year, while an equal proportion plan to spend less due to budget constraints. Only a small minority anticipate higher spending, largely driven by family needs or personal preferences.

Discounts and promotions are the strongest purchase drivers, followed by convenience and recommendations from family or friends. Spending is focused primarily on groceries and cooking ingredients, followed by kuih raya and festive snacks. Although a smaller proportion plan to spend on home decorations, this still reflects a desire to create a warm and festive atmosphere at home.

Celebration plans mirror this practical mindset. While many Malaysians intend to return to their hometowns (balik kampung), others are opting for quieter, local celebrations, and some are considering travelling abroad pointing to a Ramadan and Raya that are increasingly personalised, balanced and intentional.