Belgian Supermarkets Boost Ramadan Offerings to Serve Growing Muslim Market

The Albert Heijn supermarket has created an episode of its sitcom on Ramadan, published on its website. In the episode, an Italian employee offers a snack for his birthday in the cafeteria. Everyone helps themselves, except his colleague Jamal. "It’s Ramadan. I don’t eat during the day." Colleagues are supportive and postpone the snack. This episode was viewed more than 200,000 times on TikTok. "We have a lot of products on our shelves that Muslims regularly buy," says supermarket spokeswoman Ann Maes, to Het Nieuwsblad.

For its part, the Colruyt store has launched new products for Muslims. "You’re fasting, we’re shopping," can be read on the supermarket’s website, which takes advantage of this period to promote its Collect&Go pickup service. "As we shop carefully for you, you can devote time to what really matters," says Colruyt, which also offers promotions on products like dates, raisins, halal sauces, vegetarian harira recipes and bulgur pilaf.

Carrefour and Aldi supermarkets are not to be outdone. "We are focusing on Ramadan through our digital channels. You’ll see recipes on our social networks. We’re also working with five influencers who inspire their subscribers with Ramadan recipes using Aldi products," explains Tine De Keersmaker of Aldi. Only the Delhaize chain did not offer special offers to Muslims during this period. "In the current context, it is not our priority," said Roel Dekelver, its spokesperson.

The time when Muslims had to go to Muslim stores to buy dates and halal meat is over, says retail specialist Gino Van Ossel. "Over time, supermarkets have started to realize that the Muslim community was an important customer base and that they had to adapt to their needs. Now, all the major supermarket chains offer products specially designed for the Ramadan period, because they have realized that it was an important business opportunity," he explains.