Supermarkets in the UK are failing to update their activations for a more modern and cosmopolitan Muslim consumer base, according to research from creative agency mud orange.
Nearly two-thirds (63%) of Muslims in the UK agree that Halal and Ramadan supermarket aisles are boring and outdated when it comes to stock, design and advertising content.
This is particularly relevant for younger Muslim consumers – the share saying these activations are outdated rises to around three-quarters of those aged between 22 and 35.
Likewise, 83% of Muslim millennials in the UK feel that the taste, branding and experience of...