Natural Delights readies retailers for Ramadan

With the impending new moon, Natural Delights says it is preparing its retailers with 2-, 5- and 11-pound date boxes to satisfy the demand driven by shoppers preparing for Ramadan.

Based on the lunar calendar, observance begin Feb. 28, but stores are advised that celebrators will start acquiring dates in mid-February to have a surplus for the month of festivities ahead, the brand said.

“Dates are traditionally eaten as a quick energy source before sunrise during Ramadan, and they pair wonderfully with complementary foods to help sustain energy throughout the day," Amy Davis, registered dietitian nutritionist, said in a news release. "Coffee, for example, is a beloved morning ritual that, when combined with dates and heart-healthy nuts like almonds or walnuts, provides a boost of caffeine without the crash."

Natural Delights said that insight presents an opportunity for retailers to cross-merchandise popular halal products like Arabic coffee, nuts, nut butters, rice and Middle Eastern spices to meet the expanded buying needs of shoppers preparing for a month of fast-breaking and family feasts. Cross-merchandising has proven effective in driving sales; according to Display Mode, 70% of in-store shoppers make unplanned purchases due to well-executed product placement, the release said.

“We've observed a growing adoption of our full-size and mini-pallets, which help create eye-catching displays during Ramadan, leading to higher sales," said David Baxter, vice president of sales and marketing for Natural Delights. "Our bulk red window boxes serve as a beacon for Ramadan shoppers, providing an opportunity to establish a dedicated space that drives the purchase of dates and other halal products."

Last Ramadan, average weekly medjool date sales increased by 31% for the category, while Natural Delights average weekly sales increased by 44%, the release said, citing 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, and with the rise of social media, more people in the U.S are becoming aware of and acknowledging Ramadan, the release said.

Natural Delights said it 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 release said. The brand said it also sends out celebratory ambassador boxes to influencers and invests in TV segments nationwide to raise awareness of its bulk boxes, and it encourages retailers to use these resources for their social media and website 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 said it 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 customers, the release said.

With marketing and cross-merchandising strategies, Natural Delights said it continues to support both retailers and consumers in celebrating the spirit of Ramadan while driving growth in the date category.