How Eid festivals ignite an FMCG bonanza in Bangladesh

Twice a year, as the crescent moon signals celebration, Bangladesh transforms. Streets light up, families reunite, and kitchens buzz with activity.

But beneath the joy and festivity, a quiet economic engine powers ahead — the Fast-Moving Consumer Goods (FMCG) sector, which experiences one of its biggest surges during Eid-ul-Fitr and Eid-ul-Adha. These religious festivals, though spiritual at heart, have evolved into Tk1,000 crore sales seasons for FMCG brands, reshaping shopping carts and business strategies across the country.

From the shimmer of new saris to the sizzle of Eid biryani, the festivals ignite a nationwide buying frenzy that transcends tradition, turning consumer emotion into economic momentum.

Two Eids, two spending patterns

"Eid-ul-Fitr is our Olympics," says Malik Mohammed Sayeed, COO of Square Toiletries. "Cosmetics and personal care sales spike by 25% as families gear up to meet loved ones. Looking your best is part of the celebration."

Indeed, Eid-ul-Fitr — often seen as the "Festival of Appearance" — sends personal grooming products flying off shelves. Soaps, hair dyes, perfumes, henna, and fairness creams see massive upticks, as do homecare products like surface cleaners and air fresheners, which record up to 30% sales growth as households undergo a deep festive clean.

Eid-ul-Adha, meanwhile, is all about hospitality and hygiene. As meat handling and entertaining guests become central, the demand for antiseptics, hand washes, and tissue products rises by 15%. "It's a hygiene hyperdrive," says Sayeed.

Grocery carts overflow

Food remains the beating heart of Eid, and FMCG food products dominate consumer spending. Kamruzzaman Kamal, Marketing Director of PRAN, notes that both Eids fuel a sharp spike in grocery sales. Cooking oil, ghee, spices, and soft drinks typically see sales jump 20%-33%, with aromatic rice and ready-made biryani kits shooting up by as much as 40%.

What's inside shopping carts is changing, too. "Five years ago, people bought loose goods. Today, they prefer branded bundles — it's about safety, status, and convenience," says Kamal. This shift is especially visible in the sale of decorative gift packs containing nuts, sweets, and dates, which rise by 50% around Eid.

Convenience foods and ready-to-cook items are also seeing faster uptake, driven by busy urban lifestyles and higher purchasing power.

A strategic sprint

FMCG companies treat Eid like a military campaign. Preparations begin months in advance: factories extend working hours 45 days ahead, and inventory levels are boosted to meet the anticipated demand. Special Eid-themed packaging — often with green-and-gold accents — adds urgency and appeal on crowded shelves.

Rural outreach also intensifies, with sales teams flooding remote areas with sample sachets and promotional offers, ensuring no pocket of the market is left untapped.

Hurdles in the bonanza

Yet, challenges remain. Unbranded goods still account for 65% of staple food sales, limiting how far brands can stretch their Eid windfalls. Inflation remains a concern too. In 2024, food inflation stood at 9.5%, pushing some consumers to opt for smaller packs.

Logistical snarls also persist, particularly in the final days leading up to Eid, when road congestion slows deliveries to rural markets.

With rapid urbanisation, changing tastes, and the explosive rise of digital payments (bKash reports a 200% surge in transactions before Eid), Bangladesh's FMCG sector is set for a more branded future. "Eid trains people to trade up," says Sayeed. "Once someone uses a premium product during Eid, they rarely go back."

In the hum of bazaars, the glow of family gatherings, and the aroma of Eid kitchens, Bangladesh's FMCG industry finds its moment of glory. These festivals reflect more than faith — they reflect aspiration, growth, and transformation.