From Fashion to Gadgets: These Are the Products Most Sought After During Ramadhan

Several product categories have been recorded as the most frequently searched by Indonesian consumers during Ramadhan, coinciding with increased demand to support daily activities throughout the fasting month and towards the Eid celebration period.

Amelia Tediarjo, Head of Business Growth & Operations at Lazada Indonesia, stated that this surge in search activity encompasses not just a single product type, but rather multiple categories used in daily life.

“Items such as fashion, beauty products, grocery necessities, cooking requirements, and food products will always be searched more frequently,” she said during a LazTalks event in South Jakarta on Friday (27 February 2026).

The fashion category has become one of the most sought-after owing to the desire to look neat and presentable whilst attending various activities during Ramadhan, such as breaking-fast gatherings and family visitations. Additionally, the tradition of purchasing new clothing ahead of Eid celebrations has also driven increased demand for fashion products across all demographics—men, women, and children alike.

Beauty products have experienced similar trends. Many consumers take advantage of the Ramadhan period to engage in self-care whilst simultaneously preparing their appearance for Eid celebrations.

The daily activities of sahur (pre-dawn meal) and berbuka puasa (breaking-fast) ensure that food ingredients, kitchen equipment, and personal care items remain consistently sought-after products.

“Because there are many activities such as sahur, breaking-fast gatherings, and general needs during the fasting period, products such as food equipment and personal care items are also highly sought after,” she explained.

Whilst demand for these products tends to remain relatively consistent, Amelia noted that consumer shopping patterns still evolve throughout Ramadhan. During the early-to-mid Ramadhan phase, searches are predominantly driven by daily necessities such as food, cooking equipment, and personal care products.

“This phase is quite different, from preparation through to the end of fasting,” Amelia said.

She added that the increase is evident not merely in transaction volume, but also in the quantity of purchases per user, which tends to rise significantly.