Ramadan consumption trend in 2025 and analysis of popular products in TikTok Shop Indonesia

With the arrival of Ramadan in 2025, nearly 2 billion people in 48 countries around the world celebrate this important holiday through fasting and reflection. As one of the countries with the largest Muslim population in the world, Indonesia accounts for nearly 90% of Muslims, and its Ramadan consumption potential is huge. The 2024 data shows that 53% of consumers plan to use their religious holiday allowance entirely for holiday consumption. In the last week of Ramadan, which items on TikTok Shop Indonesia have gone viral, highlighting a strong trend?

According to the latest data of TikTok Shop Indonesia station provided by Special Look (February 24 – March 2), in the health category, a “MOUSON KF94 mask” topped the list with 337,900 sales, which even exceeded the combined sales of the second and third places, showing a strong purchase demand. The KF94 MOUSON mask is a high quality four-layer ear hanging surgical mask that is usually packaged in groups of 10 in both white and black colors. This mask meets the standards of the Indonesian Ministry of Health (Kemenkes) and has good filtration performance, suitable for daily use and protection needs. According to the data, its delivery channels all come from live commodity cards and window delivery, accounting for 100%. Through the analysis of commodity trends, it was found that the goods set off a wave of sales on February 24, with the highest single volume of 335,200 pieces in a single day, and the cumulative sales volume of this period was about 87,200 US dollars.

It is worth noting that there are three mask products in the top ten products, in addition to the “MOUSON KF94 mask” on the first list, there are also “ALKINDO duck mouth mask” on the sixth list and “Duckbil Mouson 4-layer mask” on the tenth list. The three contributed a total of 467,900 units of sales, forming a “health protection iron triangle.” This concentration reflects the current consumer characteristics of Indonesia, on the one hand, during Ramadan, when large crowds gather, especially during prayers in mosques, consumer demand for protective equipment is expected to increase. On the other hand, it may come from the rigid demand that air pollution is creating in Indonesia, and the consumer market demand for strengthened outdoor protective products is increasing.

“Pet poop bags” ranked second with 190,500 sales, and the sales growth rate during the cycle was as high as 159,967.23%, which also shows the consumption upgrade brought by the rise of Indonesia’s middle class. According to statistics, the annual growth rate of the Indonesian pet market is 15%, but the penetration rate is only 12%, which shows its breakout potential. The third ranked “10-inch Sediment Water filter” may benefit from the increased demand for cooking and eating at home during Ramadan, and households pay more attention to the pain points of drinking water safety, making this filter priced at $0.31- $0.41 successfully activated the sinking market demand by visually demonstrating the purification effect through TikTok short videos.

During Ramadan, Indonesian consumers’ demand for various products is characterized by diversification. In addition to protective supplies and pet-related supplies, household goods, food and beverage, beauty care and other fields also ushered in sales peak. According to the data of TikTok Shop Indonesia, some products with local characteristics and cultural connotations are also favored by consumers. For example, sales of traditional handicrafts and religious festival decorations have increased significantly, reflecting consumers’ emphasis on and pursuit of traditional culture during Ramadan.

In addition, with the popularity of the Internet and the rapid development of e-commerce platforms, online shopping has become one of the important shopping methods for Indonesian consumers. TikTok Shop, as an emerging e-commerce platform, has attracted the attention and purchase of a large number of consumers with its unique live delivery and short video marketing model. During Ramadan, TikTok Shop further stimulated consumers’ desire to buy by holding various promotions, offering special discounts and a rich and diverse selection of goods.

However, Ramadan consumption also faces some challenges and problems. On the one hand, due to the concentrated release of consumer purchasing power during Ramadan, the pressure of logistics distribution increases, and how to ensure the timely delivery of goods has become an important issue for e-commerce platforms to solve. On the other hand, with the intensification of market competition, e-commerce platforms need to continuously improve service quality and optimize user experience to attract and retain more consumers.

To sum up, during Ramadan 2025, the explosive products in TikTok Shop Indonesia reflect the characteristics and needs of Indonesian consumers in holiday consumption. The strong performance in the areas of protective products, pet-related products and household goods demonstrates consumers’ pursuit of health, safety and quality of life during Ramadan. At the same time, e-commerce platforms still need continuous efforts and innovation in meeting consumer needs, improving service quality and coping with logistics challenges. With the continuous development of Indonesia’s economy and the improvement of consumers’ purchasing power, the Ramadan consumer market still has huge potential and development space in the future.

In this context, merchants and e-commerce platforms can further pay attention to the changes in consumer demand, optimize product structure, and improve service quality to meet the diversified needs of consumers during Ramadan. At the same time, through strengthening brand building and marketing promotion, improve product awareness and reputation, so as to occupy a more favorable position in the competitive market. In addition, as consumers’ requirements for online shopping experience continue to increase, e-commerce platforms need to continuously innovate and optimize the shopping process and enhance the user experience to enhance the stickiness and loyalty of consumers.

In the future, with the continuous progress of science and technology and the continuous development of e-commerce platforms, the Ramadan consumer market will usher in more opportunities and challenges. Merchants and e-commerce platforms need to keep up with market trends, constantly innovate and optimize to adapt to changes in consumer demand, so as to achieve greater success in the Ramadan consumer market. At the same time, with the continuous development of Indonesia’s economy and the improvement of consumers’ purchasing power, the Ramadan consumer market is expected to usher in a more prosperous and diversified development situation in the future.

In such a market environment, merchants and e-commerce platforms need to pay more attention to brand building and social responsibility. By providing quality products and services to meet consumer needs, enhance brand image and social reputation. At the same time, it pays attention to environmental protection and social welfare undertakings, actively participates in community activities and charity undertakings, and makes contributions to the development and progress of society. This not only helps to enhance the social image and competitiveness of enterprises, but also helps to promote the sustainable development of the entire industry.

In short, during Ramadan 2025, the popular products in TikTok Shop Indonesia reflect the characteristics and needs of Indonesian consumers during the holiday consumption. The strong performance in the areas of protective products, pet-related products and household goods demonstrates consumers’ pursuit of health, safety and quality of life during Ramadan. At the same time, e-commerce platforms still need continuous efforts and innovation in meeting consumer needs, improving service quality and coping with logistics challenges. With the continuous development of Indonesia’s economy and the improvement of consumers’ purchasing power, the Ramadan consumer market still has huge potential and development space in the future. Merchants and e-commerce platforms need to keep up with market trends, constantly innovate and optimize to adapt to changes in consumer demand, so as to achieve greater success in the Ramadan consumer market.