Skip to content
Search
AI Powered
Latest Stories

British Muslims calls supermarkets to improve 'lazy' Ramadan and halal campaigns

Almost two thirds of British Muslims said they feel supermarkets have outdated and lazy campaigns when promoting Ramadan and halal produce following a recent survey.

Award-winning creative agency mud orange conducted the research by asking 1,002 people aged 18 – 45 on their views on food, drink, branding and shifting lifestyle choices are impacting their consumption habits.


Results revealed that many British Muslims said that supermarkets struggle to keep up with modern Muslim customers, with 69% feeling that supermarkets and grocery brands don’t understand them or their families.

Arif Miah, creative strategy director of mud orange, said: "There is a clear opportunity for supermarkets, delivery services and food and drink brands to engage with Muslim audiences.

“We have seen supermarkets such as Morrisons develop their Ramadan essentials food box in partnership with Deliveroo, but many are still missing the mark to build effective creative campaigns that engage and resonate with Muslims living in Britain today.

“Brands and supermarkets are trailing further behind as they continue to take an outdated marketing and branding approach towards modern Muslim audiences.”

The research also revealed that British Muslims want their blended identities to complement one another and they are keen to expand their food experiences beyond Arab and Indian cuisines.

With larger disposable incomes the UK Muslim population is around four million, leaving a relatively untapped consumer group in need of effective brand engagement.

Of those aged under 35, 75% said they regularly look for new cuisines and meals to try, whether eating out, ordering in, or cooking.

With £3.5 billion being spent on halal certified food across Britain each year, there is a huge innovation opportunity for supermarkets.

With Ramadan 2021 still over six months away, mud orange argues that supermarkets enough time to refresh their campaigns that will better engage with British Muslims.

“Unlike Easter and Christmas when brands are great at building a distinct role during the cultural moment, they’ve been lazy when it comes to Ramadan and Eid as they fail to understand the British Muslim appetite,” explained Mr Miah.

“With Ramadan this year being significantly different due to the pandemic and lockdown, it was not the usual big family celebration and many British Muslims will be looking at how they can make next year's celebrations even more special.”

To read mud orange’s full report, click here.

More for you

Glenshire Group appoints Dan Arrandale as property director

Glenshire Group appoints Dan Arrandale as property director

Scottish business conglomerate Glenshire Group has hired Daniel Arrandale as its new Property Director.

Starting in the newly created role last week, Arrandale brings a wealth of industry experience to the business, including his most recent position as Acquisitions Manager for Asda and his previous position as Development Manager at EG Group.

Keep ReadingShow less
Carlsberg Zero
Competition watchdog begins Carlsberg, Britvic merger probe
Competition watchdog begins Carlsberg, Britvic merger probe

Carlsberg shifts marketing focus as drinkers choose cheaper beer

Brewer Carlsberg is shifting some of its marketing focus to cheaper brands, it said on Thursday (31), as consumers in major markets bought cheaper beer and in reduced quantities.

The maker of Kronenbourg 1664, Tuborg and Somersby said beer sales volumes fell by 1.3 per cent in the third quarter, noting declines in China, France and the United Kingdom. Premium sales fell 0.5 per cent in the quarter."In Western Europe, there's no doubt that the average consumer is holding back," CEO Jacob Aarup-Andersen told Reuters.

Keep ReadingShow less
sustainability, zero waste store, refil lzone
Photo: iStock
Photo: iStock

Consumers value ethics though 'sustainability needs to be competitively priced'

Consumers now want a greater commitment from retailers in cutting food waste, refilling stations, sustainable packaging, and partnering with social purpose organisations, states a recent research, which also highlights that a good majority (69 per cent) of younger consumers are more likely to shop with what they see as socially responsible retailers though price sensitivity still plays a crucial role.

According to the findings, published in Vypr’s Consumer Horizon Report, reducing food waste is the most important factor for the majority of UK consumers (29 per cent), especially for Gen Z women aged 18-24 (38 per cent). More than a third (37 per cent) of men aged 18-24 said they needed food storage advice. A similar number of women aged 18-24 (33 per cent) want meal kits with the exact amount of ingredients included for them to cut down on food waste.

Keep ReadingShow less
Sugro-Wn-News.png
Sugro UK
Sugro UK

Sugro UK unveils new B2B digital enhancements to empower members, retailers

Sugro UK, the number one buying and marketing buying group*, in partnership with b2b.store, is thrilled to announce a further expansion of its existing E-Loyalty scheme programme, which has proven to be very popular with its members and retailers, by introducing E-Loyalty Extra Compliance and Execution scheme as well as E-Coupons.

The E-Loyalty Extra is aimed to boost compliance and execution at retail store level to drive new product launches, core range compliance, some exciting fixture trials with its supply partners and more! It will be available to all member owned and member affiliated retail stores within the group.

Keep ReadingShow less
Paulig acquires Panesar Foods

iStock image

Paulig acquires Panesar Foods

Expanding its footprint in the World Foods category, Paulig has acquired Panesar Foods, a prominent UK-based producer of sauces and condiments.

Founded in 1992 and headquartered in Tipton, Panesar Foods is a family-owned business with three production facilities, employing 308 staff and achieving a turnover of £59 million in the 2023 fiscal year.

Keep ReadingShow less