Lazy supermarkets must better engage British Muslims
69% of British Muslims believe supermarkets are failing to understand them, with outdated and stereotypical campaigns, especially around Ramadan and Eid, according to research by mud orange.
The company surveyed 1,002 British Muslims aged 18-45 and found that retailers need to introduce broader and more varied food and drink experiences, beyond the typical Arab and Indian options.
78% of those surveyed 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.
71% of British Muslims said they look to meal kits and cooking sauces to rustle something up and 81% 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 at mud orange, says: "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.”
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, he adds.
“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,” Miah concludes.
