£200m Ramadan Economy: Muslims observing Ramadan are increasingly being targeted by supermarkets and brands in the UK

  • Muslims observing Ramadan are increasingly being targeted by supermarkets and brands in the UK, which has led to a rise in spending on food and gifts during the month, according to new research.
  • The Ramadan economy in the UK is worth at least £200m, with supermarket chains such as Tesco, Sainsbury’s, Asda and Morrisons increasingly gearing products, displays and special offers on popular food items to Ramadan in areas with significant Muslim populations. This year, for example, Morrisons is selling a Ramadan countdown calendar, similar to an Advent calendar, aimed at children.
  • The month-long Muslim religious observance starts in mid-May and its ending is marked with the Eid al-Fitr holiday. MAC cosmetics, the Body Shop and Godiva chocolates are some of the brands specifically packaging goods as Eid gifts.
  • The global Islamic economy is forecast to be worth more than £3 trillion by 2021, according to the State of the Global Islamic Economy report, and is growing at nearly double the rate of the general worldwide economy. The sector includes halal food, Islamic finance, halal travel, modest fashion, halal media and recreation, and halal pharmaceuticals and cosmetics.
  • Charitable donations also increase markedly during Ramadan, particularly among 25-to-34-year-olds. Donations to Muslim charities through the JustGiving website increased by almost 500% over Ramadan last year.

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