With the impending New Moon, Natural Delights is preparing retailers with two-, five- and 11-pound date boxes to satisfy the demand driven by Muslim shoppers preparing for Ramadan. Based on the lunar calendar, the observance starts on Feb. 28 this year, but stores are advised that celebrators will start acquiring dates mid-February to have a surplus for the month of festivities ahead.Last Ramadan, average weekly Medjool date sales increased by 31 percent for the category, while Natural Delights 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 and acknowledging Ramadan.
Mindful of social media's influence, Natural Delights partners with Muslim creators to produce engaging Ramadan-themed recipe and lifestyle content. Last year’s brand partners earned more than 4 million impressions, with 175,000-plus views and 8,000-plus engagements on Instagram alone. The brand also sends out celebratory ambassador boxes to influencers and invests in TV segments nationwide to raise awareness of its bulk boxes, further strengthening its presence during the holiday. Retailers are encouraged to utilize these resources for their social media and websites pages to support Ramadan shoppers.
By offering a range of impactful 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. Retailers who begin showcasing large boxes and festive lunar displays early in the month can maximize sales and enhance the shopping experience for their Muslim customers. With Natural Delights’ innovative marketing and cross-merchandising strategies, the brand continues to support both retailers and consumers in celebrating the spirit of Ramadan while driving growth in the date category.
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].
