Dates Deserve More Space on Retail Shelves

Consumers are looking for healthier meal ingredients and snacks.

Dates get more attention during the holidays, but a little more promotion and conspicuous placement could generate sales year-round.

Dates are a source of sweetness that doesn’t spike blood sugar levels, and a snack that’s consistent with the wellness trends in the U.S. Researchandmarkets.com expects the nuts and dried fruit category to grow at a compound annual growth rate of 3.74% through 2030.

Marc Goldman, produce director, Morton Williams Supermarket, Bronx, NY, notes that traditional produce is playing a smaller role in the company’s stores, and products such as dried fruit and nuts are getting more space. “I see it trending in all the stores,” says Goldman.

The California Date Commission is key to increasing consumer interest in dates, and Commission Manager Kristy Kneiding says it is using methods other than merchandising to get the word out on dates.

In October 2024, the commission announced an initiative in support of the American Diabetes Association’s Diabetes Food Hub. The initiative announcement coincided with the launch of the inaugural National California Date Month.

“Our sponsorship aims to promote the health benefits of California dates, offering a natural, nutritious option for individuals managing diabetes,” says Gordon Chuchian, chairman of the California Date Commission. “Through this program, we are adding yet another initiative to showcase the versatility and importance of California dates as part of a balanced meal plan.”

SALES MOMENTUM

David Baxter, vice president of sales and marketing, Bard Valley Date Growers Association, Yuma, AZ, points to the growth of dried fruit as consumers look for healthier meal ingredients and snacks. Still, dates have their own momentum.

“The dried fruit sector is growing steadily, with $1.5 billion in sales, up 6.8% year-over-year, driven by demand for convenient, nutritious snacks,” he says. “Dates are outperforming the category, with sales up 11.5% to $170 million, making them one of the fastest-growing dried fruits.”

“Dates are outperforming the category, with sales up 11.5% to $170 million, making them one of the fastest-growing dried fruits.”
— David Baxter, Bard Valley Date Growers Association, Yuma, AZ

The gains are likely to continue, Baxter maintains.

“This growth shows that dates are gaining traction beyond their traditional audience, thanks to their versatility and health benefits,” he says. “Bard Valley, with $71 million in U.S. retail sales and 16.1% growth, continues to outpace both the overall dried fruit and date categories by focusing on premium products that meet the needs of today’s health-conscious consumers. As dates become more of a household staple, the category is well positioned for continued growth.”

Amanda Sains-Harris, vice president of marketing, Joolies Dates, an organic medjool date company based in Coachella Valley, CA, says the date sector is evolving, and Joolie’s is working to make dates more approachable for consumers.

“How we do that is with packaging sizes that draw people and drive trial,” says Sains-Harris. “We’ve got little snack packs that bring the consumers in. Maybe they don’t want to commit to full bags, so they’ve got this little bag.”

Joolies also uses packaging to drive trial with eye-catching colors and design.

Multiple occasions throughout the year are suited to date sales initiatives, and Bard Valley is rolling out a co-branded display with California Walnuts in February, timed for Heart Health Month and the start of Ramadan, says Baxter.

“Since both products are heart-health certified, it’s a natural pairing,” he explains. “We’ve also found that co-branded promotions work best when we stay within the produce category, but we’ve had great success teaming up with other health-conscious brands like Suja Juice. This kind of strategic pairing can really enhance visibility and drive sales for everyone involved.”

RIDE THE HOLIDAY WAVE

In high-velocity periods, including the year-end holidays where baking and hosting are in high gear, retailers have a solid opportunity to grow date volume, Sains-Harris says.

“Dates go really good on charcuterie boards, in baked goods,” says Baxter.

Then, as the new year approaches and Ramadan begins, to be followed by Easter and Passover, the chance to boost date sales becomes all the greater.

“In Ramadan, families come home. They fast all day, and it’s their tradition to break fast with three dates,” says Sains-Harris.

Joolies offers 4-pound and 2-pound branded boxes, both for gifting and home use. The company offers the gift box on Amazon and is rolling it into stores on the East Coast.

With promotions peaking in late fall and winter, retailers may benefit from playing off the high-demand periods to develop merchandising and promotion schedules that remind shoppers dates can be something to enjoy all year.

“Overall, year-round demand for dates is growing as more consumers discover their versatility as a healthy snack and ingredient,” says Baxter, and he notes, “Retailers and suppliers definitely have an opportunity to inspire consumers with new ways to use dates. We offer a lot of marketing support to our retail partners, including social media assets, recipe ideas, and RD and influencer partnerships, to help spread the word and engage consumers.”

Of course, additional shelf space is always hard to come by, so both Bard Valley (Natural Delights) and Joolie’s offer shippers to give dates another chance to be seen.

Sains-Harris says shippers can help convince retailers to offer more space to dates. “It’s beautiful. People are drawn to it. So, if you don’t have shelf space for it, we’re going to make shelf space.”

She adds Joolie’s also has a shelf merchandising presentation that can create a high-profile display in a relatively limited space. “We say, if you’re going to take this beautiful shelf, please take all of our SKUs, and you really create a destination.”

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Date Sales Peak During the Holidays

By Mike Duff

Date sales across the U.S. peak in the period from the year-end holidays, including Christmas and Hanukkah, and remain strong through Ramadan, which occurs later in the winter.

“Date sales traditionally peak around the holidays and Ramadan, with whole dates especially popular during Ramadan for breaking fast,” says David Baxter, vice president of sales and marketing, Bard Valley, Yuma, AZ. “Outside of Ramadan, pitted dates are the top sellers year-round as consumers increasingly snack on them for their health benefits and convenience.”

Retailers should be aware that dates are often gifted in the holiday season. Dates can be a big ring. In a New York City community with a large Muslim population, 3 Guys from Brooklyn offers 5- and 11-pound boxes of dates.

“Seasonal promotions tied to Ramadan or holiday gifting are key opportunities to drive traffic,” says Baxter. “Retailers should also create engaging displays with clear signage, QR codes linking to recipes or sweepstakes, and sampling stations to allow customers to try before they buy.”