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Cost of living concerns for Ramadan, with over 89% of British Muslims saying costs will impact plans

March 12, 2024 00:00pm
  • New Asda research reveals that over 89% of British Muslims believe that the cost-of-living crisis will impact Ramadan and Eid plans

  • Half will be forced to cut back on the amount of food they buy, nearly one in five will change cooking techniques due to energy prices, and 4% will need to visit food banks

  • Asda has partnered with 2012 MasterChef Winner Shelina Permalloo to create four delicious recipes starting from just 45p per head, showing that Iftar feasts and Eid celebration dishes don’t need to cost the earth to have the wow factor

  • All four recipes are available now via the Asda Good Living website, and the ingredients for each recipe are available to shop online HERE, or in-store

New Asda research reveals the shocking impact the cost of living continues to have on communities, as over 89% of British Muslims say that the cost-of-living crisis will impact their Ramadan and Eid plans this year, nearly one in five (18%) plan to spend between £20-£30 less on food per week than in 2023, and 17% will have to change cooking techniques due to energy prices.

With a third (36%) admitting they’ll be forced to buy fewer or cheaper alternatives to what they’re used to, over one in ten people (11%) are concerned they won’t know what to cook with the ingredients they’re forced to buy, and 10% are concerned they won’t be able to produce delicious, flavoursome meals.

The research also revealed that when it comes to cooking Iftar and Ramadan meals at home, 72% feel uninspired as to what to cook, 87% resort to convenience over what they actually want to eat, and two-thirds (70%) feel that their meals are lacklustre.

As a result, to help support families during their observance and provide some culinary inspiration for those hosting, without breaking the bank, Asda has partnered with 2012 MasterChef Winner Shelina Permalloo to create four delicious recipes that start at just 45p per head.

Using Asda ingredients, plenty of store cupboard seasonings, and cost-saving smart ingredient swaps, Shelina’s flavour-packed recipes and are bound to delight.

The exclusive recipes include Tropical Overnight Oats, Moroccan Harira soup, Juicy Beef Kebabs, and a delectable Gulab Jamun Barfi for Eid dessert, with each recipe simple to follow regardless of budget, culinary skill or time constraints.

The partnership comes following the news that despite a third (36%) of Muslims saying their favourite part of Ramadan is spending time with their friends and family, one in nine (11%) say they will be holding smaller gatherings to mitigate budget concerns.

Speaking about her partnership with Asda, Shelina Permalloo said: “I myself know how challenging it can be to find new and exciting recipes to enjoy over the Ramadan period, irrespective of other constraints such as who might be attending, your budget, time, or motivation.

“With the cost of living continuing to take its toll, having access to, and using low-cost, versatile ingredients is even more important. The recipes, which serve six and start at just 45p a head, are packed with flavour and designed to help families come together to celebrate, and break fast, without breaking the bank.”

Ben Khan, World Foods Buying Manager at Asda, said: “From our research, we know that many families observing Ramadan this year are facing increased pressures when it comes to finances – so it was important to us that we could not only provide inspiration for budget-friendly recipes though our partnership with Shelina, but also offer shoppers excellent deals on our Ramadan range, so they can re-create these recipes at home without worrying about the cost.”

For more information on Asda’s Ramadan deals visit here, or to download all four recipes for free, visit Asda Good Living. Shelina will be posting weekly tutorials for each dish on her Instagram and TikTok channels, including tips and tricks for hosting. Shoppers can also purchase the ingredients required for each dish online HERE.

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