Ramadan is here; so is an immense opportunity to tap surge in demand of specific foods and needs.
For independent stores, Ramadan isn’t just another month on the calendar—it’s a chance to step into the rhythm of their customers’ lives and make a meaningful impact, both commercially and culturally.
This sacred period of fasting, reflection, and togetherness also brings a unique shift in shopping behaviors—one that savvy retailers should embrace to strengthen customer relationships and boost sales.
Ramadan, the ninth month of the Islamic calendar, spans 30 days and follows a lunar cycle. In 2025, Ramadan is expected to begin on the evening of February 28 and conclude on March 29.
The UK is home to over 3.9 million Muslims, making up about 6.5 per cent of the population. Muslims taking part in Ramadan do not eat or drink anything during daylight hours, eating one meal (suhoor) just before dawn and another (iftar) after sunset. The end of Ramadan is marked by ‘Eid-ul-Fitr’, the Festival of the Breaking of the Fast.
It is understandable that during the holy month, as Muslim devotees observe fasting from dawn to sunset, their shopping habits shift dramatically, creating a surge in demand for specific products and services.
No wonder, Ramadan, culminating with Eid, is already being counted as one of the Britain’s biggest economic occasions after Christmas and Easter – worth an estimated £200 million to the UK economy; £100m of which is spent in stores, according to a report by advertising firm Ogilvy.
For convenience stores, this period is not just another seasonal event—it’s a crucial window to connect with their communities, boost sales, and demonstrate cultural sensitivity.
With diversity being one of the convenience sector’s greatest strengths, local independent retailers with their agile set up and deeper understanding of the culture are uniquely positioned to serve their communities better than corporate giants.
For savvy independent retailers, it’s a great opportunity not just to cater to customer needs but to build long-term loyalty by demonstrating cultural understanding and offering an excellent shopping experience.
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Retail experts too encourage independent stores to be well-prepared when it comes to the holy month of fasting.
Jamie Davison, Retail Director at Bestway Retail, urges store owners to align their strategies with shifting consumer behaviors.
He strongly believes that as Ramadan 2025 approaches, it's essential for independent retailers to stay attuned to evolving consumer behaviours to effectively meet the needs of Muslim customers during this significant period.
“Unlike larger chains, independents can build personal relationships with customers and create a shopping experience that feels more localised and authentic,” he says.
Ramadan comes with fasting but also feasting after sunset. It is the time when devotees value authentic flavours and premium quality products the most.
Anna Beheshti, Tilda’s Head of Marketing, informs retailers that many shoppers will be looking to get prepared for Eid celebrations, stocking up on iftar staples – like rice, spices, dates and soft drinks – well in advance to preserve their energy during the fasting period.
While quantity is key here for the big iftar meal, taste continues to top shoppers’ lists of reasons to purchase.
As a 2025 Great Taste Award winner, Tilda Grand Extra Long Basmati 5kg has been acclaimed for its delicious flavour and thus is a high-quality, versatile option to see people through Eid celebrations.
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During Ramadan, Muslim shoppers aren’t just picking up groceries on a whim.
Their buying patterns undergo a powerful yet predictable shift. With daily fasts running from dawn to sunset, the demand for essential ingredients for suhoor (pre-dawn meal) and iftar (evening meal) soars.
Staples such as flour, lentils, rice, cooking oils, and dates become hot-ticket items, while halal meats, dairy products, and fresh produce too see a significant uptick in sales.
Davison from Bestway Retail stresses on stocking the right products during Ramadan to meet customer demand and maximise sales.
“We recommend focusing on core Ramadan essentials such as dates, cooking oils, rice, flour, lentils, and canned goods, as these are staples for preparing Iftar and Suhoor meals.
“Dates, in particular, are a must-have as they are traditionally used to break the fast. Additionally, long-life dairy products, fresh produce, frozen samosas, pastries, and ready-to-eat meals cater to busy shoppers looking for convenient yet traditional options,” he adds.
Beyond essentials, impulse and convenience products also perform well. Energy-boosting drinks, hydration solutions like coconut water, and high-protein snacks are popular for Suhoor as they help sustain energy levels throughout the day.
Sweets and desserts, such as baklava, halwa, and premium chocolates, see increased demand as families gather and share treats.
Davison tells Asian Trader, “Stocking well-known halal-certified brands and offering multi-buy deals or bundle promotions can attract customers looking for value.
“By ensuring a well-curated Ramadan range, convenience stores can provide a one-stop shopping solution, making it easier for customers to find everything they need in their local store.”
Ramadan is primarily a time for fasting though it is also the time when authentic pure flavours, titillating aromaas well as wholesome fulfilling tastes rule Muslim households during this month.
With nearly 55 years of experience within the rice category, premium brand Tilda, with its series of product lines, has been the flavour of this season for decades.
Tilda
As the number one runaway rice brand, with sales of £121m and counting (+13.2 per cent), Tilda should take up the lion’s share of shelf space when it comes to rice, pasta and noodles.
Behesti tells Asian Trader, “Popular, everyday formats – like our category-leading Tilda Pure Basmati 500g – are musts, but larger formats are an increasingly important consideration in the
lead up to Eid, as shoppers will be readying themselves to cook up an iftar feast fit for a house full.
“As the bestselling 5kg dry rice in the market, our Tilda Pure Basmati 5kg is synonymous with dishing up quality, quantity and value in equal measure.”
Along with basic rice and similar products that are picked up, shoppers also look for quick and easy meals around this time.
Generally speaking, there is a growing number of what experts like to call as “flash cooks”, who are basically people who want to feel like they are cooking from scratch, minus the hassle, and without compromising on health, taste or quality, informs Behesti.
This is especially true in the lead-up to Ramadan, when those honouring the festival may be on the lookout for the added convenience of quick and easy meals to help them save time and energy.
Behesti from Tilda points out, “For consumers looking to take the ultimate shortcut, our ready-to-heat range offers 26 different flavours, inspired by different world cuisines, is the perfect option as it can be prepped in just two minutes.
“The widespread appeal of great quality and flavour wrapped into one 250g pouch has enabled us to make the biggest value growth contribution to the category, with our ready-to-heat range adding almost £12 million in sales.”
As well as culminating in a flavour-packed feast, Ramadan is a period of reflection during and after which shoppers may also pay more mind to the eco credentials of the brands they are consuming.
And Tilda products seem to be the perfect fit here.
Behesti informs, “As the first UK rice brand to gain B Corp certification, ethical sourcing is at the heart of all we do.
“Our proudest achievement continues to be the work we are doing with our Basmati rice growing partners in northern India, where we are working in tandem to not only improve yields but also to minimise the amount of crop protection products, water and electricity, thus also significantly reducing the emission of greenhouse gases.”
To further help retailers push sales during this time, Tilda has launched a massive campaign to capture the attention of Asian audience.
Behesti informs, “To remind shoppers of Tilda’s unrivalled quality and taste credentials, we have launched a 360 degree, Ramadan-specific marketing campaign that showcases how Tilda elevates any festive meal during this important time of year and boosts top-of-mind awareness among the core Asian audience.
Tilda unveils limited-edition tinwww.asiantrader.biz
“Heroing our emphasis on taste, our guiding principle, the campaign spotlights a range of our bestselling products, including our Great Taste Award-winning Tilda Grand Basmati Rice 5kg – a firm favourite, especially during Ramadan.”
The campaign has gone live from Feb 7 across Asian TV, radio, print, cinema and outdoor platforms. The campaign is also running on Sky Sports during the ICC Championships Trophy.
“Throughout February, we will also be rewarding loyal consumers with an on-pack promotion in which consumers purchasing Tilda Pure Basmati 5kg, 10kg, or 20kg will receive high-quality grade saffron, perfect for enhancing festive dishes and creating special moments,” Behesti adds.
Quenching thirst
Ramadan, however, is not just about the basic evening meal.
Once the fast is broken, indulgence kicks in. Sweet treats like baklava, jalebi, and other traditional desserts fly off the shelves, while drinks—including fruit juices, laban (yogurt-based drinks), and rose-flavored refreshments—become impulse buys.
Late-night shopping also spikes, with many customers hitting convenience stores post-iftar for snacks, ready-to-eat meals, and last-minute Ramadan essentials.
As families start to gather and host iftar parties as the month progresses towards its end, stores also see increased demand for beverages, snacks, and household items.
The convenience store’s role as a local, accessible hub becomes even more pronounced during this time, as shoppers often make last-minute trips to ensure they have everything they need for their meals and celebrations.
As pointed out by Lisa McKenna, Head of Brand for Rubicon, traditional shoppers usually look for products that they know and trust.
“Our research shows that Rubicon shoppers are incredibly brand loyal over this celebratory period.
“We see shoppers stock up on multipacks early on, then top up with singles and 1L packs during the four weeks of Ramadan, switching back to bulk buys towards the end of the month when Eid approaches,” she adds.
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New shoppers also use events and celebrations as inspiration to try something new.
Rubicon’s wide range of rich fruity flavours and formats, available in still and sparkling variants, has broad appeal with shoppers catering for different tastes.
“We have a range of Rubicon products that cater for all shoppers' needs, with the brand’s bold, bright and exotic range of flavours,” informs McKenna.
Rubicon is perfectly placed to help retailers maximise sales opportunities throughout the seasonal sales peaks that Ramadan and Eid bring.
Retailers should focus on the Rubicon Still range early in Ramadan when consumers are fasting and then move towards Sparkling closer to Eid celebrations, to maximise incremental sales throughout.
Creating in-store theatre early on is important to drive soft drinks sales during key occasions, dialing up interest and excitement at the fixture, adds McKenna.
“As well as making the most of our impactful Rubicon PoS in the chillers, we also advise retailers to also signpost the category and event to entice shoppers,” she tells Asian Trader.
While most retailers will be paying special attention to the stock of soft drinks and juices around this time, it is also wise to increase the range of interesting new lines of adult soft drinks as well no-alcohol beverages.
While bestselling soft drinks will remain a fast-moving line in convenience stores, retailers have a chance to engage shoppers a little more with a range of drinks in this comparatively new segment.
As Brits become increasingly aware of health and healthy products, people are cutting down high-in-sugar products at a high rate. So keeping low-sugar frizzy drinks in interesting new flavours will help in increasing basket spend.
And not to forget the energy drinks here. So, make sure that the chiller has a good amount of Red Bull, Monster Energy, Lucozade, Prime, Rockstar and Cellucor C4 Smart for on-the-go consumption once the sun has set.
Boosting sales
Over the years, there has been a growing emphasis on community engagement and cultural experiences during Ramadan.
Events such as the Ramadan Souk Tour in London, featuring over 100 Muslim businesses, and the Ramadan Tent Project's Open Iftar, the UK's largest community event during Ramadan, highlight the increasing importance of communal activities.
Davison from Bestway Retail encourages convenience retailers to participate in or support such initiatives which in turn can enhance a brand's visibility and foster deeper connections with the community.
“Independent retailers have a unique opportunity to compete with and even outperform the multiples during Ramadan by focusing on community engagement, tailored product offerings, and exceptional service,” he says.
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By understanding the preferences of the local Muslim community, independents can curate special promotions, bundle deals, and exclusive product lines that resonate with customers, offering a more personalised shopping experience than the multiples, points out Davison.
“Independent stores also have greater flexibility with their trading hours and can adjust these to better meet the community's needs during this period,” he adds.
Having a dedicated section, albeit small, can create a huge difference.
Davison adds, “For maximum sales impact during Ramadan, we would advise independent retailers create a dedicated Ramadan bay or feature aisle to highlight key products.
“Grouping essential Ramadan staples such as dates, rice, flour, lentils, oils, and canned goods in a high-traffic area ensure customers can easily find what they need.”
Clear signage with festive branding and culturally relevant messaging can draw attention to the Ramadan range, helping customers shop efficiently. Additionally, using secondary placements for high-demand items—such as chilled drinks near fresh produce or premium sweets near the checkout—can drive impulse purchases.
To further boost sales, retailers should consider bundling complementary products together, such as a "Ramadan Essentials Pack" with dates, cooking oil, and rice.
Davison also vouches for “cross-merchandising”, saying such tricks, like placing bottled water near dates for Iftar or grouping traditional sweets with tea and coffee, encourages additional purchases.
Ensuring shelves remain well-stocked, neat, and replenished throughout the day is crucial, especially closer to Iftar time when footfall increases.
“By optimising product placement and making the shopping experience seamless, independent retailers can maximise sales and build customer loyalty during Ramadan,” Davison adds.
As well as making trusted brands visible on category-specific fixtures, retailers should also consider spotlighting these via a dedicated Eid display.
Behesti seems to agree with Davison when it comes to smart merchandising and display.
Behesti from Tilda adds, “As well as making trusted brands unmissable on category-specific fixtures, retailers should also consider spotlighting these via a dedicated Eid display in a prominent location in-store, featuring a variety of essential Ramadan products like rice, flour, oil and spices.
“It’s this personalised experience, which c-stores are best placed to offer, that “keep shoppers coming back time and time again”, adds Behesti.
Convenience stores are uniquely placed to cater to shoppers on a top-up mission who will be looking for easy access to popular products across core grocery categories.
“Store-cupboard-staple formats that stores expect to see on weekly shopping lists are essential – like Tilda Pure Basmati 500g or Tilda Brown Basmati 1kg, both of which are the bestsellers in their respective segments,” Behesti points out.
Clue is in the name – convenience shoppers are most likely to prioritise handy formats which help make everyday life that little bit easier.
Behesti stresses on stocking Tilda’s ready-to-heat pouches as they offer a perfect shortcut solution for time-poor shoppers or those who want to impress without any stress.
“In the same vein, ready-to-cook iftar items like samosas, pakoras, or special Ramadan sweets are likely to be popular among time-poor shoppers,” adds Behesti.
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Using festive décor like Ramadan-themed banners, lanterns, and colours will entice shoppers in-store, but it’s effective merchandising that will keep them browsing.
Convenience shoppers need to live up to their namesake – offering convenient, stress-free shopping by making the experience as seamless as possible.
Bestsellers in each category should be clearly signposted with POS materials – like barkers or wobblers.
“Meanwhile, cross-category merchandising is an effective way to boost overall basket sales.
“As well as creating a dedicated Eid display packed with a selection of iftar-essential products, independent retailers should consider bundles and offers across complementary products like rice, flour and spices,” she adds.
Ramadan Mubarak
During Ramadan, fasting during the day is followed by feasting after sunset, which gradually picks up pace as the months comes to an end giving way to Eid. Therefore, opening for a bit longer hour might be a great idea to tap impulse last-minute purchases.
With many Muslims shopping after sunset prayers, staying open later can be a game-changer. Retailers can even adjust their staffing schedules to match peak post-iftar footfall.
Retailer and store managers should also consider supporting Muslim workers by putting forward options for flexible working hours/time off as energy levels tend to get impacted heavily by fasting. Introducing frequent breaks and inclusive meeting hours can go a long way in keeping your staff comfortable and feeling valued.
Forgoing lunch breaks in exchange for earlier finishes and having meetings during working hours are only a couple of examples that may help workers greatly.
Additionally, store owners and managers should consider providing training to non-Muslim staff members about the cultural practices that surround the seasonal event.
This brief training would help them understand the significance of Ramadan and its requirements, enabling them to be more empathetic to the needs and culture of their Muslim shoppers.
The last days of Ramadan are a goldmine for retailers. Those who stock up on premium dates, luxury sweets, and celebratory gift packs can capture the Eid shopping boom, ensuring the month ends on a high note—both spiritually and financially.
Beyond sales, Ramadan also presents a golden opportunity for community engagement. Independent retailers can foster goodwill by supporting local mosques, donating food parcels, or running charity initiatives in line with zakat (charitable giving).
They can also take to social media to share recipe ideas, highlight exclusive product ranges, or simply wish their customers a ‘Ramadan Mubarak.’
In a competitive retail landscape, it’s these thoughtful touches—beyond just pricing and promotions—that solidify a store’s reputation as a trusted community hub.
Retailers who embrace the rhythms of Ramadan can turn it into a season of thriving sales, happy customers, and strong community ties. It’s more than just a trading period—it’s a golden opportunity to celebrate, connect, and grow!
