Fun, fashion and halal lipstick: retailers cash in on £200m Ramadan economy

Source: The Guardian

BY

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.

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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.

Despite the trend, more than three-quarters of British Muslims want retailers to pay even more attention to Ramadan, according to the Great British Ramadan, a study by an Islamic marketing consultancy Ogilvy Noor.

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