As the holy month of Ramadan draws closer, UK supermarkets are stepping up their efforts to meet the needs of Muslim shoppers. While most grocers are still slow to adapt, Asda and Morrisons are leading the way, offering dedicated promotions and community-focused initiatives.
Growing Demand from a Rising Muslim Population
The UK’s Muslim population has grown significantly in recent decades. According to the 2011 census, there were over 1 million more Muslims compared to 2001, with continued immigration adding to this number each year—particularly from South Asia.
This demographic growth is reshaping consumer demand. Retail experts highlight that Muslim families, who tend to shop in larger volumes, present a major opportunity for supermarkets. “Over 10% of all children in the UK are Muslim, which means retailers can no longer ignore this growing market,” explained Ray Gaul, VP Global Research and Analytics at Kantar Retail.
Why Retailers Are Paying Attention
Many UK supermarkets now operate in areas with large Muslim communities, often managed by Muslim store leaders who provide insight into local needs. Catering to these communities goes beyond food—it’s about trust, respect, and cultural understanding.
However, experts warn that retailers must approach Ramadan marketing carefully. Abdalhamid Evans of Imarat Consultants recalled a past blunder when Tesco mistakenly displayed pork-based products in a Ramadan section, urging supermarkets to “do their homework” to avoid alienating customers.
Asda: Early Preparations and Community Outreach
Asda has been proactive this year, transforming 65 stores into Ramadan-focused layouts earlier than usual. These sections highlight essentials such as dates, oils, fresh fruit, and traditional cooking items.
A spokesperson for Asda said the retailer is committed to “authentic quality ingredients at unbeatable prices” and will continue expanding its Ramadan range each year. Beyond products, Asda has also strengthened ties with Muslim communities through mosque outreach programs and charity initiatives like “Feed the Poor” in London and Birmingham.
Morrisons: Dedicated Ramadan and Eid Sections
Morrisons is also prioritizing Muslim shoppers with expanded in-store space for Ramadan and Eid. Noor Ali, Category Manager for World Foods, said:
“In areas with large Muslim populations, we make a real feature of our Ramadan range, with special displays, festive foods, and targeted marketing to ensure our communities feel represented.”
Room for Growth in Ramadan Retail
While Asda and Morrisons are setting the benchmark, most UK grocers are still cautious—although their Ramadan promotions are more visible than in previous years. Experts predict that the overlap with summer promotions such as barbecues will create “promotional congestion,” pushing supermarkets to compete harder for visibility.
Globally, retailers in Turkey, Saudi Arabia, and Indonesia have tapped into Ramadan gift-giving, loyalty schemes, and festive cross-selling. Analysts suggest that the UK market could follow suit, with significant potential for growth in Ramadan gifting, greeting cards, and family celebration products.
Final Thoughts
Ramadan has become more than just a religious observance—it is now an important retail season in the UK. With Asda and Morrisons leading by example, supermarkets that embrace this shift respectfully and strategically stand to benefit from a growing and loyal consumer base.
