Ramadan is the most significant event in the Muslim calendar, and food is a central part of the celebrations. However, British supermarkets are set to miss out on the estimated £200m that British Muslims spend during the four-week period. Many British Muslims prefer shopping at independent food shops during Ramadan, as they try to get traditional foods from back home.
Despite the fact that retailers now run dedicated Ramadan aisles and adverts, many Muslims feel that their offerings are overly simplistic. This issue persists throughout the year, with 63% of British Muslims feeling that supermarkets deploy outdated activations in store, according to a survey by Mud Orange. Furthermore, 69% of British Muslims feel that British supermarkets do not understand them and their families.
The problem for supermarkets is that halal and other Muslim-focused foods are typically located in the ‘world food’ aisle, rather than in prominent positions. This lack of visibility makes it challenging for supermarkets to capture a share of the £200m that British Muslims spend during Ramadan.
Shelina Janmohamed, the author of Generation M: Young Muslims Changing the World, believes that retailers still haven’t understood the significance of Ramadan. This period is a solid month of feasting, parties, and community, by a population larger than Wales.
Summary: British supermarkets are missing out on a significant amount of revenue during Ramadan because they do not understand their Muslim customers’ needs. The lack of visibility for halal and other Muslim-focused foods is one of the main issues, as they are typically located in the ‘world food’ aisle. To capture a share of the £200m that British Muslims spend during Ramadan, supermarkets need to invest more in understanding their Muslim customers’ needs and preferences.