With the impending New Moon, Natural Delights® is preparing their retailers with two-, five-, and eleven-pound date boxes to satisfy the demand driven by Muslim shoppers preparing for Ramadan. Based on the lunar calendar, the observance starts on February 28th this year, but stores are advised that celebrators will start acquiring dates in mid-February to have a surplus for the month of festivities ahead.
"Dates are traditionally eaten as a quick energy source before sunrise during Ramadan, and they pair with complementary foods to help sustain energy throughout the day. Coffee, for example, is a beloved morning ritual that, when combined with dates and heart-healthy nuts like almonds or walnuts, provides a boost of caffeine without the crash," said Amy Davis, RDN.
Stores are advised that Ramadan celebrators will start acquiring dates in mid-February to have a surplus for the month of festivities ahead.
This insight presents an opportunity for retailers to cross-merchandise halal products like Arabic coffee, nuts, nut butters, rice, and Middle Eastern spices to meet the expanded buying needs of Muslim shoppers preparing for a month of fast breaking and family feasts.
"We've observed a growing adoption of our full-size and mini-pallets, which help create eye-catching displays during Ramadan, leading to higher sales," said David Baxter, vice president of sales and marketing at Natural Delights. "Our bulk red window boxes serve as a beacon for Ramadan shoppers, providing an opportunity to establish a dedicated space that drives the purchase of dates and other halal products."
Last Ramadan, average weekly Medjool date sales increased by 31 percent for the category, while the company's average weekly sales increased by 44 percent, according to Circana data. The growth of the Muslim community in the U.S. has contributed to an increased visibility of Ramadan practices and traditions across the country. Additionally, with the rise of social media, more Americans are becoming aware of Ramadan.
Mindful of social media's influence, the company partners with Muslim creators to produce Ramadan-themed recipe and lifestyle content. The brand also sends out ambassador boxes to influencers and invests in TV segments nationwide to raise awareness of its bulk boxes. Retailers are encouraged to utilize these resources for their social media and website pages to support Ramadan shoppers.
Bard Valley will offer display options including bins co-branded with California Walnuts (above, right).
By offering a range of display options, including mini- and full-size pallets, as well as co-branded display bins with California Walnuts, Natural Delights is positioning its products to meet the increasing cultural awareness and demand during Ramadan.
To place a palette or merchandising display order, or learn more about how to amplify date sales during Ramadan, email Alan Asbury at [email protected].
For more information:
Bard Valley Natural Delights
[email protected]
https://www.naturaldelights.com/