Dubai: Ramadan has long been a time of reflection, generosity, and shared meals. But in 2025, a new movement is taking shape—one that rethinks the way food is consumed, prepared, and preserved. As sustainability becomes a growing priority for both consumers and businesses, the region is witnessing a shift in how Ramadan meals are approached, from home kitchens to grand hotel iftar buffets.

According to the latest whitepaper from 7awi Media Group, titled “Consumer Behavior in Ramadan: A Deep Dive into Food, Sustainability, and Appliances,” sustainability is no longer just a buzzword—it’s a driving factor in purchasing decisions, meal planning, and hospitality strategies across the GCC and UAE.

“Ramadan has traditionally been a time of abundance, but now, consumers are embracing more mindful consumption,” said Rasha Abushamaa, Marketing Director, 7awi Media Group. “Families and businesses alike are prioritizing sustainability in ways we haven’t seen before.”

At Home: A Shift Towards Conscious Cooking

For many households, food preparation during Ramadan is a cherished ritual. However, this year’s research reveals a notable shift toward sustainability, particularly among younger generations. According to the whitepaper, 80% of respondents ranked sustainability as a key factor in their food choices, with Gen Z and Millennials leading the charge.

Instead of excessive portions and last-minute grocery hauls, families are now embracing:

  • Smart meal planning to reduce food waste
  • Locally sourced ingredients to support sustainability
  •  Healthier cooking techniques using air fryers and blenders, which are among the top appliance purchases before Ramadan

“Consumers today are more aware of the environmental impact of food waste. They are making smarter choices in the kitchen—from meal prepping to using sustainable ingredients,” added Rasha Abushamaa.

Hotels & Restaurants: Reinventing the Iftar Buffet

Luxury hotel iftars, known for their lavish spreads, are also adapting to this new era of sustainability. Across the UAE and GCC, leading hotels are implementing AI-driven food waste tracking, portion-controlled servings, and composting initiatives to tackle food wastage.

“At IHG Hotels, sustainability is woven into our Ramadan experience,” said Thomas Schmelter, General Manager. “From innovative portion control strategies to repurposing surplus food, we are ensuring that our buffets remain indulgent yet responsible.”

Hotels and restaurants are also introducing new dining experiences that promote mindful consumption, such as:

  • Pre-plated iftars to minimize waste
  • Partnerships with sustainability organizations to donate excess food
  • Smaller portion sizes with refill options rather than overfilled plates

A More Mindful Ramadan for All

The findings in the white paper signal a profound transformation: sustainability is no longer an option, it’s an expectation. As consumer awareness grows, brands, retailers, and hospitality providers must align with this shift to remain relevant.

“The Holy Month has always been about mindfulness and gratitude,” said Menna Shahin, Ejaby CEO & Founder. “Now, that mindfulness extends beyond spiritual reflection to how we consume, share, and preserve food.”

With sustainability shaping Ramadan traditions like never before, brands that embrace this shift will build stronger connections with today’s conscious consumers.

The full whitepaper, which explores evolving food choices, appliance consumption, and sustainability trends, is now available for download.

📥 Download the Whitepaper Here: Link