Move over avocados, pomegranates, and acai; dates are the latest superfruit gaining momentum. Known for their natural sweetness and rich nutritional profile, dates are becoming the hero snack and a better-for-you sugar replacement.
Varieties Abound
Although their exact origin is uncertain, dates were first known to be cultivated in the Fertile Crescent between Egypt and Mesopotamia as early as 4000 B.C. Date palms thrive in tropical and subtropical regions and remain a crucial crop for countries such as Iraq, Iran, and North African nations extending to Morocco.
There are over 1,500 date varieties grown worldwide – the energy-dense fruit grows in warm regions like California, Arizona, Florida and the Middle East. Medjool dates are one of the most popular, known for their large size, soft texture and rich flavor.
Dates are highly nutritious and have gone viral in recent years thanks to wellness experts and influencers, due in large part to their high polyphenol content which aids heart health. The fruit is rich in antioxidants, minerals, and vitamins, which support brain, and digestive health and offer protection against diseases.
CPG Brands Embrace the Date
The date market size is expected to reach $18.2 billion (USD) by 2029. According to Tastewise data, the Medjool date market alone is growing at a CAGR of 7.14%.
Over the past three years, we’ve witnessed innovation and new brands coming into the market with the entire brand positioning focusing on dates.
Just Date, which offers dark chocolate chips sweetened with date sugar, is based in San Francisco, and the company prides itself on providing a natural and healthier alternative to traditional sweeteners. The key benefits of this brand’s product include using date sugar, which has a lower glycemic index than regular sugar.
Joolies specializes in organic Medjool dates and has introduced Date Pops, a convenient and nutritious snack. The company emphasizes the organic nature of their dates, their rich nutrient profile, and their suitability as both a natural sweetener and a healthy snack option.
French Squirrel, an L.A.-based company, just launched Beurre Crunchy Date Peanut Butter this year. This unique and healthy spread combines the natural sweetness of dates with creamy peanut butter, focusing on the nutritional benefits of dates such as their fiber content and essential minerals. Influencers and experts have praised this product for its delicious flavor and wholesome ingredients, noting that it tastes especially fresh.
Stellar Eats, meanwhile, partnered with Just Date to launch their Grain-Free Coffee Cake Mix sweetened with unrefined date sugar. This product offers a healthier baking option with natural sweetness and added nutrients from date sugar. Through engaging content and collaborations, Stellar Eats effectively reaches and inspires its audience, setting an example for future partnerships in the healthy baking market.
As dates emerge as a sugar replacement boasting numerous health benefits, we anticipate a surge in CPG brands embracing date-sweetened products. Particularly, beverages are poised for significant date sugar infused innovation in this category.
Marketers in the CPG industry face the decision of whether dates will serve as a versatile ingredient or a direct substitute for sugar, driving both innovation and renovation initiatives as consumer demand for healthier alternatives continues to rise.
Editor’s note: Joseph Chen is the CEO of research management and insight consultancy Leo & Dragon, and previously worked for the likes of Mondelez International, McDonald’s, Hershey, Unilever, and Kraft.
The Food Institute Podcast
Tom Hamill, a food and beverage senior analyst for RSM US LLP, joined The Food Institute Podcast to recap the 2024 Summer Fancy Food Show. Hamill shares his thoughts on burgeoning trends from the show and how emerging specialty food brands can best navigate economic factors in the years to come.
