Shopper Digest: Sweeten in Ramadan with Date Milk

During Ramadan, Muslims traditionally break their fast with dates, water, and milk, adhering to a centuries-old practice that nourishes both body and spirit. This ritual is not only a spiritual gesture but also a healthy choice, as dates are rich in natural sugars, fibre, and essential nutrients that help restore energy after a long day of fasting. While the combination of dates and milk has been a staple of Iftar for generations, exploring new variations such as date-flavoured milk can honour tradition while offering a fresh twist. It’s a simple way to enjoy the familiar comforts of Ramadan with a modern touch.

Penetration of date-flavoured liquid milk tends to spike during the fasting month of Ramadan and the festive celebration of Hari Raya Aidilfitri, as shoppers gravitate towards this flavour and add it to their baskets. Over the last three festive periods, the penetration spike pre- and post-Ramadan has ranged between 40% and 60%, highlighting the relevance of this flavour to consumers.

Interestingly, both UHT and pasteurised date-flavoured liquid milk experience a surge in penetration during the festive period, suggesting that both variants play an important role in the repertoire of consumers. While the UHT variant typically attracts more shoppers and achieves higher penetration during the festive period, pasteurised milk has been rapidly gaining relevance, as evidenced by trends in 2023 and 2024, where the penetration gap between the two formats has continued to narrow.

To further illustrate the growing importance of the pasteurised milk variant, Brand A initially showed a significant gap between the penetration of its UHT and pasteurised date-flavoured milk in 202. By 2023, this gap had narrowed substantially, with pasteurised milk achieving penetration levels comparable to the UHT format. While the gap widened slightly in 2024 compared to the previous year, it remains smaller than in 2022, suggesting an opportunity to drive growth in both formats during the festive season.

From the trends observed, date-flavoured liquid milk, whether UHT or pasteurised, holds a significant place in the hearts and minds of consumers during the Ramadan and Hari Raya festive seasons. This modern twist not only provides a convenient and delicious way to honour age-old traditions but also establishes itself as a festive-driven flavour with the potential to drive further penetration among shoppers.

Penetration refers to the percentage of the population purchasing a specific brand over a defined period. It is a key metric used by industry leaders to evaluate the size of their customer base relative to competitors and to identify potential growth opportunities.

In the Worldpanel division, we track penetration on a consistent 4-weekly basis, providing trended data at both the category and brand levels to help you monitor performance over time. Our platform also enables you to analyse shopper trends, not only for your own brand but also for your competitors. You can segment data by factors such as ethnicity, income, region, and more, allowing you to target the right consumers with precision and maximise your brand’s potential.

Source: P6 2024 database, Worldpanel Malaysia, Kantar