Sweet snacks purchase For Eid Al-fitr: Is Just A Tradition, Or Something Else?
Eid has long been more than a religious celebration. Over time, it has evolved into an annual tradition that goes beyond marking a holy day. Today, Eid also represents a meaningful opportunity to reconnect with close friends and family. This spirit of togetherness is often expressed through the exchange of packages and the serving of seasonal festive sweet snacks, such as biscuit cans and wafers, to welcome guests during open house gatherings and silaturahmi visits.
In many households, these treats have become a familiar symbol of the season. As families prepare to host relatives and visitors, stocking up on festive snacks is part of the ritual of celebrating Eid and sharing the joy of the occasion.
Over the past few years, this festive period has consistently shown a clear annual pattern of increased sales for dry sweet snacks. The question is whether this year follows the same trend. Which seasonal sweet snacks do consumers tend to choose? And perhaps more importantly, what meaning do these purchases hold for them during the Eid celebration? In this article, we will dive into the answers to these questions.
Source : Customer Insight
As reflected in the associated words, Eid is widely perceived as a moment of self-purification after Ramadan and a time to strengthen relationships, rather than merely a festive celebration.
Source : Customer Insight
Eid celebrations are largely centered on strengthening warm relationships with family through halal bi halal gatherings and visits to loved ones, including relatives and neighbors.
To celebrate the day and honor the spirit of silaturahmi, people commonly serve special sweet snacks to welcome guests.
Eid-related sweet snack purchases mainly associated with canned and package sweet snacks
Source : Data POS Tracking
Overall Performance of Eid-related Sweet Snacks recorded an increase in sales during the Festive 2025 period, If we deep dive into each eid related sweet snack categories, both canned snacks and packaged snacks shown an increase in their sales.
Source : Data POS Tracking
Sales growth is mainly driven by an increase in customers. However, overall spending per customer has declined due to lower shopping frequency, while the average basket value continues to rise.
Source : Customer Insight
Canned snacks are commonly purchased for sharing occasions, especially during festive gatherings such as Eid. Because these snacks are typically served to guests and enjoyed together, popularity becomes an important purchase driver. Consumers tend to choose products that are widely liked, ensuring that the snacks they serve will be well received by family members and visitors.
Meanwhile, packaged snacks are widely perceived as part of silaturahmi, as Eid is closely associated with togetherness and the strengthening of relationships. This meaning is reflected in the common practice of giving packaged snacks to family, relatives, and neighbors during visits, making them a symbolic gesture of sharing and connection.
Source : Data POS Tracking
If we look into their customers, purchases are dominated by the early adult segment. Female customers account for a slightly higher share of buyers, and their contribution to total quantity closely mirrors their customer share, indicating relatively proportional purchasing behaviour among female customers. Meanwhile, a distinct pattern is observed among male customers.
Source : Data POS Tracking
In the canned snacks category, male customers show a distinct pattern, where teenagers contribute a higher purchase quantity than adults despite representing a smaller proportion of customers. Male teen customers show a consistent increase over the festive period, with a slight decline during last year's season. However, their quantity purchase continues to increase over the festive period.
Source : Data POS Tracking
In the package snacks category, male customers also show a distinct pattern, male adults contribute nearly the same purchase quantity as early adults, despite representing a much smaller proportion of customers. Male adult customers and their quantity purchases also show a continuous increase over the festive period.
Immediate family members are the primary recipients of both canned and packaged sweet snacks purchased for Eid
Source : Customer Insight
When looking at consumers’ purchasing habits, different types of snacks tend to be bought at different times during Ramadan. Packaged snacks are commonly regarded as Eid gifts, which is why they are typically purchased closer to the celebration, particularly around the third week of Ramadan when people begin preparing items to give to family, relatives, and neighbors.
In contrast, canned sweet snacks are more likely to be purchased earlier in the season, often at the beginning of Ramadan. These snacks are usually prepared in advance to be served to guests during visits and gatherings, making them part of early household preparations for the upcoming Eid celebrations.
Source : Customer Insight
The data shows that consumers tend to purchase sweet snacks in relatively large quantities for Eid preparations. This comparison among canned & package snacks, suggesting that packaged snacks are also a popular choice, often bought in moderate quantities for sharing or gifting during the celebration.
During festive periods, packaged snacks are mainly dominated by kartika toast, while tango dominates the canned snacks category
Source : Data POS Tracking
Beyond its well-known great taste, Tango is the most preferred brand among respondents due to its affordable price and frequent promotions.
Source : Customer Insight
The data indicates a strong intention among consumers to purchase festive snacks again this Ramadan. More than 90% of respondents stated that they plan to repurchase both canned and packaged sweet snacks, highlighting their continued importance in Ramadan and Eid preparations, particularly for serving guests and sharing with family and loved ones.
Source : Customer Insight
There is no significant change in the quantity of sweet snacks consumers plan to purchase this Ramadan compared to previous years. Most respondents intend to maintain similar purchasing levels as part of their regular Ramadan and Eid preparations.
Sharing with loved ones remains the main reason for repurchasing sweet snacks during this period. Beyond tradition or practical needs, sweet snacks are seen as a meaningful way to express sincerity and hospitality, while also reflecting the true spirit of Eid: togetherness and the strengthening of relationships.
In conclusion, Eid al-Fitr is perceived as more than just a tradition. It represents a sacred moment of togetherness, celebrated through the practice of sharing canned and packaged sweet snacks with family and loved ones. Based on last year’s data, sales of these festive snacks increased, driven by a growing number of consumers preparing for Eid gatherings. A similar pattern is expected this year, reflecting the same underlying motivation: a strong desire to celebrate joyfully and reconnect with family.
We hope these insights and data are beneficial for you. If you want to know more about your product’s performance, we can help. With over 22 million members and millions of daily transactions, we provide in-depth analysis of customer behavior and product performance to support your business decisions.
(Business Analyst Alfagift/Image Doc. Photo by RDNE on Pexels)
