British Muslims feel stores have ‘outdated and lazy campaigns’ related to Ramadan and halal produce

The research by creative agency Mud orange, conducted with over 1,000 Muslims aged 18-45, reveals that 63% of British Muslims feel supermarkets continue to deploy outdated activations across stock, content and design and 69% of British Muslims feel that supermarkets and grocery brands don’t understand them or their families.

The study also finds 78% of British Muslims under 35 regularly look for new cuisines and meals to try, whether eating out, ordering in, or cooking and many during Ramadan want convenience and ease. In addition, 71% of British Muslims said they look to meal kits and cooking sauces and 81% of British Muslims who work full-time during Ramadan will order a takeaway for iftar (the evening meal) more than twice a week.

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“Brands and supermarkets are trailing further behind as they continue to take an outdated marketing and branding approach towards modern Muslim audiences.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

“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. Supermarkets and brands have a unique opportunity ahead of Ramadan in 2021 to build campaigns and develop branding that is fresh and impactful and doesn’t replicate the same stereotypical and isolating activations we have typically seen.”