US date market consumption growth spurs as Ramadan and health trends collide
Ramadan has arrived, ushering in a month of vibrant celebration for Muslims around the globe and the peak of date season and sales.
For those who practice Islam, dates are more than just a fruit—they are a sacred symbol with deep spiritual roots, mentioned over 20 times in the Quran. The fruit is especially treasured during Ramadan, when many honor the tradition of breaking their fast by eating dates.
Health consumers join the date craze
David Baxter, CEO of Natural Delights, the leading North American date supplier, says this season’s crop is about 20 to 30 percent smaller than last year's, but still enough to meet the growing demand in the US, where most of the company’s product ends up.
Although US consumption is lower than in countries like Egypt and Saudi Arabia, Baxter notes that American consumers are quickly catching up.
“This momentum aligns with broader consumer trends around added fiber, natural sweeteners, and whole-food ingredients, as well as viral social content highlighting dates in snacks, smoothies, desserts, and even skincare-inspired routines,” he adds. “As a result, dates are increasingly becoming a staple snack and functional ingredient.
The US date market is projected to reach $1.16 billion by 2032, driven primarily by increased awareness of its health benefits and a growing shift toward healthy snacking, according to analytics firm Fortune Business Insights. The fruit falls in line with this trend thanks to its status as a superfood, a result of high contents of fiber, potassium, iron, and vitamin B, among other nutrients.
However, Baxter emphasizes that Ramadan still remains the primary seasonal driver for date sales, with the winter holiday season as a close second. This proximity between the two main festivities is something Natural Delights is watching closely, the executive says, as the merging of holidays could create an extended period of elevated demand for the fruit, which could benefit retailers.
US market overview
Medjool remains the most popular variety in the US by a wide margin, with Deglet Noor in second place, valued for its firmer texture and versatility in cooking and baking. However, Baxter says people should give the new brand varieties a chance.
Natural Delights has expanded its portfolio to include new cultivars from Saudi Arabia, such as Sukkari, Khala, Khudri, and Ajwa.
“These varietals offer unique flavor profiles and textures,” he explains. “They are helping introduce consumers to the broader world of dates while supporting premium and specialty retail opportunities.”
US Northeast, Southeast, and West Coast consumers continue to lead in consumption, he adds, but that’s only until consumption ramps up accross the US, which he believes won’t take long.
“The regional consumption is driven by diverse populations, strong retail distribution, and high consumer awareness,” he explains. “These regions are expected to remain key markets as nationwide awareness expands.”
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