Ramadan marks a month self-restraint for Muslims, the second largest religious population in Britain, with an estimated 3.37 million identifying themselves as the practitioners of Islam.
This year, the month assumes particular significance, coming after two years in the shadows of the Covid-19 pandemic restrictions. In 2020, the month, and Eid al-Fitr, or the Festival of the Breaking of the Fast, which is celebrated at the end of Ramadan, came during the first national lockdown, and last year, it is observed during the phased exit from the third national lockdown.
“With most of the coronavirus measures now in the past, shoppers will be more inclined to plan better for Ramadan and to make the most of Eid celebrations this year with family and friends, in a way they couldn’t last year due to the restrictions in place,” comments Souheil Haddad, managing director of Dina Foods.
“This year retailers should be prepared for a particularly busy period, with the independent sector likely to see a particular uplift in sales. Independents can operate with speed and offer greater variety than the multiples, providing a welcome platform for innovative suppliers over Ramadan and all year round,” he adds.
While Muslims refrain from food and drink, including water, from dawn to dusk during the month, it is also time for celebration and joy. At sunset, families gather for the fast-breaking meal known as iftar. This meal includes dates, fruit, soup and traditional desserts plus drinks such as juice, milk, soft drinks and caffeinated beverages, followed by dinner.
Photo: iStock
Before sunrise, there’s a prefast meal known as suhur, which often resembles breakfast, but may include more dinner-like foods. And, between these two meals, Muslims are allowed to snack at night, alongside plenty of fluids to maintain hydration.
In short, Ramadan has the potential to provide a massive sales boost to food and drink retailers, despite it being a month of fasting. This year, the month will last from the evening of Saturday 2 April until that of Sunday 1, (the dates may vary as they are dependent on the sighting of the new moon), and retailers whose stores are located in areas with Muslim populations can offer a selection of Ramadan products, to tap into this opportunity.
Play your part
In fact, the Ramadan economy is worth more than £100 million every year, following only Christmas and Easter, according to a 2018 report by advertising firm Ogilvy. The report, titled ‘The Great British Ramadan’, also found that Muslim consumers are disappointed in current engagement by brands and retailers, with 62 per cent saying that they are not being served well.
A 2020 survey commissioned by creative agency Mud Orange has also confirmed this, with 63 per cent of British Muslims responding that supermarkets continue to deploy outdated activations across stock, content and design.
“Unlike Christmas and Easter, when supermarkets effectively build a distinct brand role during the cultural moment, Ramadan efforts across supermarket chains follow a homogenous design and product approach which often feels imported, ethnic specific and culturally disconnected from modern British Muslims,” the report states.
Kenton Burchell
Kenton Burchell, trading director at Bestway Wholesale, notes that independent stores can make use of this gap and increase their engagement with the community during Ramadan. “Independents have an opportunity to beat the multiples by offering better range, value and promotional activity,” he says.
Significantly, the Ogilvy report identifies six key trends for British Ramadan – spirituality, charity, celebration, community, food & drink and health & wellness – and local, convenience stores who often sit the heart of their communities are well placed to cater to several of these trends.
Besides, the pandemic-induced drive to shop locally is also expected to help local stores attract more Muslim shoppers as they prepare for and observe the holy month, Burchell added.
“A Barclaycard survey found that over 9 in 10 people who shopped locally said that they will continue to do so, meaning Independents -who are able to offer a much more personal touch to the shopping experience - can really capitalise on this trend,” he says.
“Independents should not be afraid to try something fresh and different either – of course, traditional fare will always be important to stock but unique offerings that are not available in the multiples could be a strong footfall driver. For example, the much-loved Hamdard Rooh Afza is a very popular drink for iftar that that most multiples don’t stock.”
Bestway is running a multi-phased promotion in the lead up to Ramadan, offering ‘market-leading product ranges and unbeatable prices’.
“We know how important Ramadan is in the convenience channel, so we have we doubled our range of products when compared to last year while also decreasing the wholesale price, so both our retailers and their customers benefit,” Burchell explains.
“We are also offering up Ramadan essentials through our own brand, White Pearl. White Pearl focuses on authenticity, and while it started with an emphasis on exceptional basmati rice, it has since developed into a wide range of products that include ghee, oil, flour, lentils, spices, and canned fruit and vegetables.”
Burchell added that the wholesaler is offering a POR of over 60 per cent on certain products.
Display well
Authentic Lebanese food specialist Dina Foods, which is a big supplier to Muslim communities, always sees a spike in sales of its ranges of savouries, sweets and breads as families prepare for Ramadan.
Sales of Medjoul dates, Baklawa, Falafel and other mezze savouries, as well as its wide range of pitta breads, Paninette and flatbreads, boom before and during the month, reveals Souheil Haddad, managing director of the London-based company.
“Ramadan is a great sales opportunity for independent retailers”, he comments, “particularly if attractive merchandising displays are used to showcase new or special offer items, to cash in on impulse sales.”
Souheil Haddad
Haddad recommends a Ramadan area in store which serves as a destination point. “Shoppers need to be able to find this easily and need promotions to encourage them to stock up. A Ramadan sign above the fixture will help shoppers locate the products and stop to shop.”
Bestway’s Burchell adds that it’s not just about what retailers do inside the shop. “It’s also important to ensure passing trade are aware retailers have plenty of Ramadan products to help entice shoppers through the doors. Utilising window space and marketing the special offers running on dedicated products will help to attract customers in and maximise sales during this time,” he says.
Stores can usually expect to increase sales by at least 25 per cent, serving shoppers who need last minute products for the iftar meal, Haddad suggests. Shoppers may also come to buy products early in the morning to stores that open early, ready to eat before the day’s fast which starts at sunrise.
He says Dina Foods work with customers to devise Ramadan ranges and look at how to feature these in store.
“Our customers come to us to ask how we can help during Ramadan and we create seasonal packs of Medjoul dates and Baklawa as well as running promotions on chapati, naan and our trademarked Paninette range of Lebanese Khobez,” Haddad explains.
Their products are made to authentic recipes that have been handed down through the generations. All are highly popular during Ramadan and of course during Eid festivities at the end of the month, he adds.
There are some mainstay products in the Dina Foods range which Haddad advises independent retailers to stock up on at this time of year.
Their authentic flatbreads, which can be served to complement meals or used as a sandwich carrier, are always in huge demand at Ramadan. Dina Foods supplies wholemeal, white and seeded flatbreads, pitta breads and its Paninette flatbread.
They also have an array of sweet products, including Medjoul dates, either enrobed in chocolate or stuffed. Their Lebanese savouries such as Falafel, Vine Leaves, Kibbes, Sfiha, hummus and Baba Ganoush, all Vegan Society certified, also hit the mark during the month.
Dates are the number one product eaten during Ramadan as they are an excellent source of fibre and carbohydrates, are rich in protective antioxidants, as well as high in natural sugar to keep you going. Dina Foods has launched Chocolate Coated and Filled Dates for Ramadan as well as some more luxurious Baklawa variety packs that can be shared.
Haddad also recommends adapting the Ramadan offering to cater for Eid celebrations when the fast is over and people want to treat themselves. Baklawa, a layered pastry dessert, can be shared with family and friends during the Eid celebrations and also makes an excellent gifting box.
Encourage hydration
Muslims wake up well before dawn for their prefast meal during Ramadan, and this means drinking as much fluids as possible right up until dawn to help with hydration. Barr Soft Drinks is launching a new, exotic flavour into its still juice drink portfolio, Rubicon Still Pineapple, which it said will help retailers to drive seasonal sales.
“We’re encouraging retailers to stock up on this new innovation from Rubicon, alongside our other bestselling Still formats, to drive sales by catering for the demand of trusted, authentic brands during occasions such as Ramadan,” Adrian Troy, marketing director at Barr Soft Drinks, says.
Pineapple is already the third biggest flavour within 1L juices [IRI, 52 WE 05.02.22] and the brand said over 90 per cent of consumers asked said that they would buy Rubicon Pineapple having seen the concept and 80 per cent of those who tried Rubicon Pineapple Still said they would definitely buy it.
“New flavours drive excitement in the soft drinks category and shoppers are looking out for more choices in the lead up to occasions such as Ramadan,” Troy says, adding that retailers should consider promoting the category for better sales.
“Creating in-store theatre early is important to drive seasonal soft drinks sales, as well as making the most of POS at fixture which highlights NPD. Retailers should signpost the category to entice shoppers and boost basket spend.”
Rubicon Still Pineapple is available in 288ml and 1L plain packs and 1L PMP (£1.29).
Rice to occasion
Rice has a special place in the Ramadan meals, with the vibrant dishes around which family and friends come together to celebrate the end of the fast often championing the staple.
Jonathan Calland, head of external affairs at Tilda, reveals that the Ramadan rice sales have been hugely impacted by Covid-19 in the last two years.
“In 2020, the pre-Ramadan period coincided with the pandemic start, a time when uncertainty led to consumers bulk buying. As a result, the rice category experienced a significant spike in sales. Last year the rice category also saw a smaller spike in sales coinciding with Ramadan, but figures were below the pre-covid 2019 festive sales, as the requirement for large volumes was reduced due to the restrictions on consumer gatherings,” he says.
With most Covid-19 restrictions now removed, and family and friends look forward to coming together to celebrate Ramadan, he expects to see sales recover to pre-pandemic levels.
“It is important that retailers are prepared and are well stocked with popular rice brands such Tilda in a variety of key sizes – from 500g to 20kg – to cater for varying demand,” he adds. “With consumers feeling excited for the festival this year, retailers can make the most of this opportunity by ensuring visibility and availability of product in stores.”
Ramadan indeed provides a great opportunity to highlight the convenience and versatility of the rice category as a base for many meals that are often enjoyed with family and friends. Used by the vast majority of communities, Basmati rice plays a particularly central role because of its natural versatility and ability to complement a variety of different flavours, making it a must stock product.
“Stocking larger packs of dry rice is key for retailers looking to maximise sales in the run-up to Ramadan, particularly for retailers with stores located in large Muslim communities,” Calland suggests. “Sales of larger formats, such as Tilda Big Bags, traditionally peak ahead of Ramadan due to the excellent value-for-money they represent for those feeding their friends and family over the festival period.”
He adds that small packs are also a key sales driver during Ramadan, as more consumers opt for the best quality brands on special occasions. He asks retailers to consider stocking a range of Tilda products, such as Pure Basmati, Grand Extra Long Basmati, Grand Sella Extra Long Basmati, Golden Sella Basmati across a variety of pack sizes, as part of any Ramadan offering to help drive sales.
“Retailers should consider stocking a range of formats; Tilda Pure Basmati is available in the following pack sizes: 500g, 1kg, 2kg, 5kg, 10kg and 20kg. For Ramadan, shoppers usually trade-up to larger pack formats like the 5kg, 10kg and 20kg. However, it is also worth keeping Ready to Heat (RTH) options available to provide convenience, exciting tastes and versatility over the fasting period,” he advises.
He stresses that stocking brands that resonate well with consumers is essential to compete with the multiples during Ramadan.
“Tilda enjoys 83 per cent brand awareness amongst consumers from an ethnic background [System1 Research, Jan 2022], making the brand a top choice for retailers in the lead up to and during the festival. This is supported with great offers that are available on Tilda Pure Basmati,” Calland says.
Tilda is currently running a 360 degree campaign on relevant Asian channels covering TV, radio, print and social media. They are also developing a campaign with community specific media including Turkish print and radio as well as Bangladeshi print to specifically target consumers who celebrate Ramadan.
Spicing up
Alongside sweets, nuts and dried fruits, herbs and spices are popular during the festival period, as key ingredients to traditional Ramadan foods.
“Food is part of Ramadan’s traditions and spices occupy a special place in every home. Each family has its own secret recipe for making iftars dinner ‘special’,” notes Stephanie O’Riordan, senior brand manager for TRS Foods.
Last Ramadan, the brand saw more than 23 per cent uplift on its top spices, such as Garam Masala, Cumin and Cinnamon.
“For generations, TRS has been a pioneer in offering authentic spices and bringing the best quality flavours to consumers,” O’Riordan says. “When it comes to Ramadan, consumers are not willing to compromise on quality for price and will prefer to remain loyal to brands that can deliver on taste, texture and visuals. For that reason, many look to TRS as a brand that has been present on the market for decades and is a leading player in the spice category.”
Garam Masala, the essential spice mix, is a favourite product amongst consumers during Ramadan, she reveals, adding that the TRS Garam Masala is a balanced blend of aromatic spices, including cinnamon, mace, peppercorn, coriander seeds, cumin seeds and cardamom pods. The spice mix provides the explosion of flavour for a curry, and can also be used as a condiment sprinkled on pakoras and samosas, or as a blend with yoghurt to make an excellent garnish.
The product has various health benefits which are especially useful during the month of Ramadan, she notes. “Thanks to its combination of spices and herbs, the benefits include helping to boost digestion, being rich in antioxidants to fight inflammation, as well as to boost metabolism.”
Ingredients like ghee and atta are key during Ramadan, highlighted by an estimated 35 per cent increase in sales last year, informs Kelly Wyld, senior brand manager for East End Foods.
“Other popular East End Foods products include cardamom and turmeric, two spices essential to many iftar dishes,” she adds. “For example, the perfect Shir Khurma can be made using East End Foods Ghee and Cardamom, whilst Atta can be used to make paratha or rumali rotis to dip into a curry.”
East End Foods specialises in Flour, Ghee, Spices and Pulses, so it has all the key ingredients to make those perfect feasting moments during Ramadan and Eid. “The range’s versatility ensures consumers can cook up all their favourite savoury and sweet dishes,” Wyld says.
Both brands, part of Vibrant Foods, are planning major promotions for Ramadan, and TRS in particular, is working with independents on promotions on spices, lentils, sultanas, chopped tomatoes, pulses and semolina.
“Multiples and independents are likely to promote during the month of Ramadan to appeal to both the Muslim community and beyond. Many consumers take advantage of the Ramadan sales to stock up on staples used in various cuisines including South Asian, Turkish or East Africa,” O’Riordan comments.
“As a brand steeped in heritage and championing ancient health benefits from South Asian kitchen staples, TRS is on hand with all the nutritious ingredients to support those taking part in the important, yet challenging time of fasting,” she adds.
To sum up, the demand for meal variety and convenience peaks during Ramadan, and the activities around iftar can lead to changes in consumer behaviour - making more bulk purchases needed for large family meals, for example - and a rise in related sales. Understanding such shifts in shopping behaviour and patterns is key for retailers to not only improve their sales opportunities but also better engage with and cater towards a significant part of their customer base.
