Tesco Knows It’s Ramadan – But Do They Know What It Means?

Every spring in Britain, supermarket shelves are adorned with crescent moons, gold lantern motifs, and “Ramadan Mubarak” signage. Tesco leads the pack, carving out seasonal aisles for dates, samosas, and halal meat. In a country where Muslims make up nearly 7% of the population — and where Ramadan spending is estimated at over £1 billion — the commercial recognition of the holy month seems inevitable.

But as Britain’s biggest brands embrace Ramadan, a deeper question arises: Do they truly understand what Ramadan means — or are they simply decorating the surface of something sacred?

A Month Unlike Any Other

Ramadan is not a festival. It is not simply a time of gathering or feasting. It is, at its core, a spiritual transformation. As the Qur’an says:

“O you who believe, fasting is prescribed to you as it was prescribed to those before you, that you may attain taqwa (God-consciousness).”
(Surah Al-Baqarah 2:183)

Fasting is a means, not an end — a tool to purify the soul, soften the ego, and reconnect with the Divine. For 30 days, Muslims wake before dawn, abstain from food and drink, bridle their tongues, and increase their worship. The hunger is not just physical — it’s spiritual. A hunger for meaning. For discipline. For community. For mercy.

But to many corporations, Ramadan has been reduced to a ‘season’ — akin to Christmas or Valentine’s Day — ripe for themed packaging and special offers.

Crescent Moons, Empty Messaging

The 2022 report “Ramadan: Its Value to British Society and the Economy” found that Muslim communities contribute between £800 million and £1.3 billion to the economy during Ramadan through food, clothing, gifting, and charity. Naturally, companies like Tesco, Asda, and Sainsbury’s have taken notice.

Ramadan-themed end caps, recipe cards, and “iftar bundles” have become commonplace. But more often than not, these campaigns reflect a surface-level engagement. Products are adorned with lanterns and Arabic calligraphy — but rarely is there any reflection of the values of Ramadan: mercy (rahma), self-restraint (sabr), gratitude (shukr), or generosity (ihsan).

The Qur’an reminds us:

“The month of Ramadan is that in which was revealed the Qur’an — a guidance for mankind, and clear proofs of the guidance, and the criterion…”
(Surah Al-Baqarah 2:185)

This isn’t just a time of hunger and feasting. It is a time of divine revelation. Of moral clarity. Of renewal. When the Qur’an was first sent down. But corporate Ramadan rarely tells that story.

A Missed Opportunity for Meaning

Some brands do try. A handful have engaged Muslim creatives and consultants to shape more authentic campaigns. But too often, the effort ends at aesthetics. A display of fizzy drinks labelled “iftar essentials” is a case in point — it misunderstands the sacred for the celebratory.

Muslim consumers are not looking for lantern logos or glittery crescent moons. They’re seeking recognition that reflects their values — especially during this sacred month.

What would that look like?

• Community-centred campaigns: Partner with local mosques, iftar kitchens, or mutual aid groups. Ramadan is about giving, not just getting.
• Zakat & Sadaqah alignment: The Qur’an commands us to care for the poor and hungry. Supermarkets could spotlight Muslim-led charities, offering customers the ability to donate at checkout or online.
• Representation with depth: Feature real stories — converts, intergenerational families, volunteers, refugees — not generic stock photos.
• Spiritual storytelling: Teach. Share reminders. Honour the role of the Qur’an in this month. Invite reflection, not just consumption.

Ramadan Is Not For Sale

As Muslims give, corporations receive. But are they giving anything meaningful in return?

“By no means shall you attain righteousness unless you give of that which you love…”
(Surah Aal-Imran 3:92)

British Muslims are among the most generous communities in the country. During Ramadan, it’s estimated that over £150 million is donated to charity. Yet this generosity is rarely matched by the corporations profiting off the month. Where is the giving back? Where is the standing in solidarity during global crises? Where is the sustained relationship beyond Eid?

More Than a Market

For Muslims, Ramadan is not about buying more. It is about becoming less — less distracted, less indulgent, less selfish — so that we can become more sincere, more giving, more mindful of Allah.

“Indeed, in the remembrance of Allah do hearts find rest.”
(Surah Ar-Ra’d 13:28)

Tesco may know it’s Ramadan. But until their campaigns reflect the depth, discipline, and beauty of the month, they risk turning a sacred time into a seasonal sale. Muslims are not just a demographic. Ramadan is not just a market. It is a mercy.

And if brands understood that, they wouldn’t just market to us — they would stand with us.